Wildberries entered the top 3 advertisers on billboards

Previously, the market, which merged with the Russ group in the summer, was not even among the top ten leaders in outdoor advertising, the publication writes. In July-September, Wildberries’ share of the total costs of all advertisers on billboard advertising was 5.7%. In a single digital outdoor advertising segment, the market accounted for 7.5%.

Sber, which previously held second place, took first place in the ranking in the third quarter of 2024. Its share increased by three percentage points (pp), to 9.2% year-on-year. At the same time, the company’s share in the digital segment increased 2.4 percentage points, to 11.8%.

In third place is Yandex, which used to be the leader of the list. Its share at the end of July-September decreased by 2.6 percentage points to 4%, and in the digital segment it fell 4.6 percentage points to 5%.

In response to a request from RBC, Wildberries stated that the market uses comprehensive promotion, including spending on outdoor advertising, which “was planned as a strategy for the year at the beginning of 2024, that is, before the merger with Russ.” At the same time, the merger provided “a deeper understanding of the products and mechanisms of this promotion channel,” Natalya Peysakhovich, marketing director of the market, explained to the publication.

For the study, Admetrix visited all advertising structures of standard formats, excluding media facades, rooftop structures, business centers, cinemas and transport advertising. Monitoring was carried out in 50 cities in Russia. To estimate advertising budgets, the company interviewed construction owners and advertising agencies.

In June, Wildberries and Russ announced a merger and, in July, the creation of a united company, RVB. The market business was transferred to him. V July, and Russian assets -V October. Together, the companies plan to create the “new digital trade platform”, whose geography should cover Russia, the CIS countries, Asia, Africa, the Middle East, India and China (more than 5.8 billion people in total) .