Attraction of the audience through marketplaces is expensive for manufacturers

One of the key indicators when evaluating advertising campaigns – CPA (attracting price) – in the DIY segment grew on marketplaces per quarter by 102%. At the same time, in the E-Com segment, he was higher than in Yandex Direct. In the latter, the cost of attracting online orders decreased by 2–25%, although it is premature to talk about deflation in the market as a whole, market participants say. They explain that the growth of CPA is due to constantly growing competition: it is provoked by the influx of an audience from the regions, as well as an increase in the presence of foreign manufacturers.

“Kommersant” got acquainted with the quarterly report “Media inflation in DJital” by the E-Promo Group advertising holding. It follows that the cost of targeted actions (CPA) in the DIY segment (building materials and home goods) on Ozon first exceeded the Yandex Direct indicator: by 58% in the first quarter in comparison with the same period last year. As a result, in January -March, the price of the indicator on the marketplace for manufacturers of furniture, building materials, household goods, garden and repair increased by 102% of the year, in relation to the fourth quarter, growth was 84%.

In Yandex Direct, this year, prices, which were held during 2024 at a relatively stable level in the DIY segment, changed deflation, say E-Promo Group analysts. “The cost of attracting online boxes from branded search decreased by 2% year by the year, and in other types of campaigns-by 25%,” the study said. The latter include search advertising without mentioning the brand, Rus (Yandex advertising network), commodity campaigns and a single performance campaign. At the same time, by the fourth quarter, a decrease in the cost of CPA on the platform amounted to 6.6% in branded search and 31.8% for other campaigns. Ozon refused to comment, Yandex did not respond to Kommersant’s request.

One of the key factors of the multidirectional dynamics of the indicator in Yandex Direct and OZON is the outcome of the audience for marketplaces, according to the E-Promo Group. Yandex marketers actively optimize campaigns, focusing on the most effective ligaments, which leads to a decrease in the average cost of attracting, “at the same time, the demand and share of marketing budgets continue to grow for a year even in the low season,” the study says. This is due to the expansion of the regions and the growth of brands in advance, analysts write.

High inflation on E-COM platforms is confirmed by other advertising agencies and groups, for example, the Executive Director of SA Media Nikita Prelilovsky connects it with constantly growing competition. “In the performance of Yandex, pricing is more stable, although it is premature to talk about deflation in the market as a whole,” he says.

The growth of competition is explained by the inflow of the audience from the regions-“76% E-Commerce turnover falls on regional markets, this is the result of the active development of logistics and the network of issuing multi-stagoric marketplace orders,” add to the E-Promo Group. An additional factor in the company is the growth of the presence of foreign DIY manufacturers. The latter go to the Russian online retail mainly through marketplaces and are represented there exclusively.

The dynamics of the cost of a click in the search directly depends on the category: somewhere there is a trend for a decrease, in other categories, loans, for example, rates are growing, explains Anna Planina, CEO of NMI Digital (NMI Group). “As for the RES, with which colleagues compare E-COM, the rates in it can really be very low due to the expansion of the network and adding mobile platforms and games to it,” the top manager said. In “Native Speech” (previously Publicis Media Russia) and “Sberseller” did not respond to the request “Kommersant”.

Julia Yurasova