RWB Media has opened video banners to sellers: videos up to 15 seconds on the main Wildberries slider
RWB Media (Wildberries & Russ advertising ecosystem) has given sellers access to a new advertising format — video banners. The placement is available through the account for self-management of advertising.
Key format parameters:
- video clip up to 15 seconds, 16:9 ratio;
- impressions in the main slider are one of the most visible ad blocks on the Wildberries homepage (both in the app and in the web version);
- Advanced analytics: expenses, views, clicks, reach, CTR, and video viewability (25/50/75/100%).
Industry sources also note that the videos are subject to mandatory registration in the ORDO and support targeting — from geolocation to behavioral segments.
Why is this important for the marketplace market
- Sellers are transferred to the “premium inventory”.
The main slider is a showcase with maximum visibility. Previously, such places were more often available to large brands or through limited placement scenarios. Now a video creative becomes a mass seller's tool if it has a budget and high-quality content. - Retail media accelerates competition “not with a discount, but with attention.”
The video format is a way to increase conversion in those categories where it is important to show functionality (appliances, household goods, sports, care) and “remove” customer doubts. This logically complements Wildberries' recent course on video in flashcards and video content generation for sellers. - The bar for product data and logistics is rising.
Video banners usually dramatically increase traffic to the card. If the product has a weak card, there is no stable stock balance, or the delivery time is lagging, the seller pays for impressions, but does not convert them into sales. In practice, this will increase the demand for:
- the exact characteristics and “clean” attributes of the product;
- predictable balances and proper distribution across warehouses;
- high-quality packaging (so that the growth of orders does not turn into an increase in defects and refunds).
- New KPI: inspection as an indicator of the quality of the offer.
The 25/50/75/100% screening metrics allow you to quickly understand whether the video “catches” and whether the expectation matches the card. For sellers, this is an optimization tool: you can quickly change creatives, test USPS, and reduce the cost of attraction.
Expert conclusion
The launch of video banners is another step towards Wildberries becoming a full—fledged retail media platform where sellers compete not only with product range, but also with the quality of communication. Those who have built content, product data, and warehouse discipline in advance will be able to take away the effect of “expensive traffic.” The format will quickly show weaknesses to others: video in the top block enhances sales only where the entire chain is ready — from the card to the last mile.
