Ozon is a Russian marketplace with an audience of 33 million active users. In April 2022, Ozon announced an unprecedented advertising format: a banner with a link to the advertiser’s website or landing page. Until this point, all advertising on marketplaces did not go beyond the platforms and led to product cards or a store page. Advertising on Ozon. How We Looked for B2B Audience: Fresco Case.
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 overlap with Ozon’s range.
However, at the moment, the e-commerce segment also has a chance to launch: each placement is considered and agreed upon by the platform individually.
In November, Fresco, one of the largest producers of fruit and vegetable slices in Russia, contacted the i-Media agency. Fresco is a supplier of fruit sets and lemonades for Azbuka Vkusa, VkusVill, Samokat, Yandex.Lavka, Utkonos and many others. Advertising on Ozon. How We Looked for B2B Audience: Fresco Case.
On the eve of the New Year, we needed to drive traffic to a new landing page with gift fruit sets.
The priority was promotion within the B2B segment: companies looking for unusual and delicious gifts for their employees and partners. This would allow us to focus on large corporate orders and increase the average bill.
We were interested
In the segment of buyers from Moscow and the region in order to simplify logistics from the Moscow region production facility and deliver gift sets fresh.
We proposed a new and non-standard approach: banner advertising (Click Out) on Ozon, which leads directly to the advertiser’s landing page. We chose this format for several reasons:
Ozon is ready to share its huge and diverse audience (33 million active buyers).
It allows you to target interested users (targeting is available by user location, purchase history and views in categories).
The format is new and has not yet become “familiar” to austria phone number library buyers, so it shows a fairly high CTR for media advertising (from 0.3% to 1.5%).
The competition between advertisers is still low, so the average CPM for the format is about 250 rubles.
Order promotion on Ozon
It was impossible to delay the launch due Na Siyarwa Don Kuɗi Gida to the approaching New Year, and we quickly and enthusiastically got down to work.
Targeting on Ozon. Advertising on Ozon. How We Looked for B2B Audience: Fresco Case.
To cover the B2B segment, we decided to show the advertising banner to companies registered on Ozon as a legal entity as a buyer. This allowed cz leads us to focus on corporate clients and large orders.
According to Ozon, there are 1.5 million such users throughout Russia, and about 250 thousand in Moscow and the region. With such targeting, we were significantly short of impressions and coverage. The number of impressions per day did not exceed five thousand, and on weekends – two thousand. This is six times less than we planned before the launch.
We decided to expand the audience by individuals: find secretaries and office managers who buy on Ozon through personal accounts. We identified a segment of those who search for office supplies and equipment, stamps and folders, paper and stationery on the marketplace.
We also added regular
Buyers who recently searched for gifts and bought in the Ozon Fresh category.
Thus, we reached another level: on average, we had from 30 to 50 thousand impressions per day. At the same time, we managed not to sag in CTR: the average indicator for the site was 1.24%, for the mobile application 0.66%
Order promotion on marketplaces
Which banners work better on Ozon
We took two banners into work: one for the Ozon website, the second for the mobile application. The creatives were made in two shades: light and dark. They were in rotation for almost a month of flight.
The light banner was shown for the first two weeks and showed a very good CTR. Especially in the desktop version, about 1.2% with a predicted 0.8%. Banners in the mobile app showed slightly worse results, on average 0.5%. This is due to the fact that our customers are company employees. They usually place orders from computers and during working hours.
In the middle of the flight, we replaced the banner with a dark one. We rotated it for a week and saw that the results became worse. When targeting individuals, the CTR on the site was 0.59% and 0.45% in the app. We returned it as it was.
Our hypothesis
In 2022, Ozon added a dark theme to the app. Many users liked this design, so many use it in the app. On a dark background, a black banner gets lost, merges with the general background and does not attract the attention of users.
As a result, when targeting individuals, the light banner showed a CTR of 1.25% on the site, in the mobile application – 0.68%.
Ozon is a new source of targeted traffic
During 4 weeks of testing, we showed ads to more than 1 million unique users. Using the Click out format from Ozon, we brought more than 8,000 clicks to the Fresco landing page.
Each thousand impressions (CPM) cost us 230 rubles, which is cheaper than display advertising on other sites. The cost per click (CPC) is 35 rubles with a CTR .