Summary of "Внешняя реклама на Вайлдберриз и Озон — гайд 2025"

This video provides an in-depth guide and analysis of outdoor (external) advertising strategies for marketplaces Wildberries and Ozon in 2025. It covers current market trends, challenges with internal advertising, the role of branding, content marketing strategies, and practical methodologies for planning and analyzing external advertising campaigns.

Main Financial Strategies and Market Analyses

Rising Costs of Internal Advertising:
- Internal advertising on marketplaces like Wildberries and Ozon has become significantly more expensive due to auction-based pricing and high competition, especially in categories like cosmetics and underwear.
- CPMs (cost per mille) can reach up to 2,000-2,600 rubles, often disproportionate to product prices.
- Many brands face unprofitable returns from internal ads alone, driving the need for external advertising.
Role and Benefits of External Advertising:
- External advertising balances the market by driving traffic that internal ads alone cannot sustain.
- It allows selling products at higher prices due to brand promotion and reduced direct price competition.
- External ads help combat dumping (selling at very low prices) by building brand recognition and loyalty.
- Brands increasingly use external advertising to diversify sales channels beyond marketplaces, including social media and direct platforms.
Brand Importance:
- Branding is now essential, especially to differentiate products in crowded marketplaces.
- Strong brands can sell at higher prices and encourage repeat purchases.
- Big players invest heavily in brand-building via bloggers, social media, and external ads.
- Small players are advised to start building brand presence early to avoid higher future costs.
Content Factory Concept and Its Limitations:
- Content factories involve producing large volumes of viral content across multiple social media accounts, often using many bloggers on salary.
- The video argues that for most marketplace sellers (especially small and medium), content factories are ineffective and risky, with a high chance of failure and wasted budgets.
- Successful content factories mostly belong to big brands with large budgets.
- Instead, starting with paid blogger integrations and focused SMM (social media marketing) is recommended.
- Content factories require significant investment, management, and risk control, often unsuitable for smaller players.
Two External Advertising Strategies:
- Conservative Strategy:
  - For sellers with very limited budgets or difficult economic situations.
  - Focus on low-cost promotion tools: small bloggers (barter or low fee), organic SMM, Yandex.Direct with pay-per-order models.
  - Budget is spread across multiple small channels to minimize risk.
  - Long-term approach with gradual growth.
- Universal/Volume Strategy:
  - For sellers with some budget aiming for rapid growth and scale.
  - Invest in mass buying of views via short videos, blogger integrations, crops (seed advertising), Telegram and VKontakte placements.
  - Includes larger bloggers and paid ads on multiple platforms.
  - Faster sales growth but requires more investment and management.
Advertising Tools and Channels:
- Blogger integrations (paid and barter)
- Short videos (Reels, Shorts, TikTok, YouTube)
- Crops (seed advertising) on platforms like VKontakte, Telegram, Yandex.Direct
- Targeted ads on VKontakte, Yandex.Direct, and other social networks
- Organic SMM with quality content and audience engagement
- External SEO and other free tools like Pinterest
Analytics and Tracking:
- External advertising is harder to track than internal marketplace ads.
- Use UTM tags, article numbers, and deep links to monitor sales and traffic sources.
- Analyze before-and-after sales dynamics to estimate advertising effectiveness.
- Track brand queries and article requests to measure brand recognition growth.
- Accept a margin of error (~20%) in attribution due to complex customer journeys.
- Use specialized analytics services to monitor competitor ads and market trends.
Market Trends and Regulatory Environment:
- Instagram advertising will be banned from September 1st, 2025, due to regulatory changes.
- This will increase advertising costs overall and push traffic back to internal marketplace ads or other external platforms.
- Advertisers should diversify channels to mitigate risks and costs.

Step-by-Step Guide / Checklist for Preparing Outdoor Advertising

Define Advertising Goals:
- Increase sales, build brand recognition, or other specific objectives.
- Goal determines choice of tools and channels.
Choose Product(s) for Promotion:
- Promote entire store or selected products.
- For small players, focus on a few products with stock availability.
Prepare Product Card:
- Ensure reviews, design, description, and ratings are optimized on the marketplace.
Define Target Audience:
- Understand demographics and platform preferences.
- Choose appropriate advertising sites