Those who differentiate themselves from competitors and can maintain a competitive price without working at a loss will win. But it is important to maintain a balance between competitive price and quality, since reducing The third trend is the quality for the sake of saving can lead to negative reviews and a drop in sales.
The third trend is the development of click-out advertising . According to the Association of Communication Agencies of Russia (ACAR), advertising in eRetail Media has shown the highest growth in the digital advertising segment for the second year in a row. Over the past year, its volume increased by 227%. Large brands are also considering the click-out format for placing image advertising – it is especially relevant for those players who have been forced to abandon large TV campaigns in the last two years.
Maxim Kurkov, Head of the Department for Work with Price Platforms and Marketplaces, i-Media
Marketplaces have transformed into Retail The third trend is theMedia and full-fledged advertising platforms for brands from different industries. To do this, they are developing click-out advertising. This format already exists on Ozon, Yandex Market and Wildberries. This is media advertising in the format of a banner or video banner that leads to the store’s website or landing page.
Until 2022, advertising on marketplaces did not go beyond the platforms and led to product cards or a store page. At first, the format was designed only for advertisers from the service sector: banks, insurance, tour operators, real estate – all those whose product does not intersect with the assortment of marketplaces. At the moment, the e-com segment also has a chance to launch: each placement is reviewed and agreed upon by the platforms individually.
Performance: AI, new platforms, human-centricity
The first trend is the use of AI. Yandex is actively developing artificial intelligence in its advertising tools. Yandex Business uses automatic generation of ready-made ads using neural networks. Tests have shown that using ads generated by a neural network brings advertisers up to 5% more target actions. In June 2024, more than 11% of active advertisers in Direct used illustrations created using YandexART.
Stanislav Gusev, Head of Contextual Advertising at i-MediaThe third trend is the
2025 for contextual advertising will not differ much from the previous year in terms of the development vector. Automation of strategies, creatives, formation of targetings – this is something that began quite a long time ago, but is still in the development and strengthening stage. Specialists will increasingly resort to the help of AI. This will concern not only the creation of creatives, but also more global tasks such as evaluating the work of an advertising campaign and recommendations for optimizing work.
The second trend is the development of advertising potential in user data aggregators . Mobile operators, banks, online stores enter the advertising market not only as data suppliers or media platforms, but also as full-fledged advertising platforms and even agencies. Thus, T-Bank presented its advertising platform with access to 50 million residents of Russia. This trend will only gain momentum in 2025, since the main challenge now is the lack of quality traffic.
Stanislav Gusev, Head of Contextual Advertising, i-Media
Promotion through user data aggregators is worth testing for anyone who strives to build personalized communication with different segments of their target audience and faces difficulties in finding specific and narrow audience cohorts through familiar targeting on already used platforms.
If a brand launches a reach campaign with cameroon business email list general targeting in the format “women 20–50 ” and a single creative for everyone, then promotion through aggregators will help to expand the funnel a little, but will not have radical advantages over other attraction channels.
The trend towards human-centricity . Companies now think not only about customers, but also about society as a whole. If earlier the main goal was to increase sales and the channel content must be good and of quality short-term benefits, now they think about how to do something useful and important for everyone. Empathy and support are becoming more important than discounts. Caring for the end consumer will become the leitmotif of 2025 for brands both on the global stage and on the Russian market.
Stanislav Gusev, Head of Contextual Advertising at i-MediaThe third trend is the
It is about the Tone of Voice of the brand and communications based on real CJM, and not the goal of achieving maximum reach. Messages are now delivered when they are truly useful and needed. Now in communications it is necessary to focus not on price and quality advantages, but on elements in demand among the modern audience:
- social significance;
- values;
- emotions and empathy.
These rules apply to both communication b2c fax with the business’s target audience and to building processes within the company. You may want to consider:
- automatic deductions to charitable foundations;
- assistance program for couriers from food and grocery delivery services;
- environmental initiatives such as planting trees with purchases.