RWB Media is rebuilding the promotion model around Wildberries and the partner network: the company has shown an expanded ecosystem of advertising tools and added new points of contact with the audience. The press release says that the Rive Gauche website and application have joined the network, as well as the digital channels of the tour operator's strategic partner Fun&Sun.
The key bet is on a single control point. RWB Media emphasizes that access to the inventory of Wildberries, ecosystem services and partners will go through the WB Media account. It also includes the management of media placements, including campaigns on the Wildberries website and app, in partner services, and on digital screens at pick-up points.
This is an important turnaround for the e-commerce advertising market: sellers and external advertisers get the opportunity to run a single campaign in multiple environments and measure the effect in a single interface. There is also a more rigid link with the sales funnel: advertising does not lead to “abstract coverage”, but to the product profile and the specific action of the buyer.
The key idea was formulated by Vyacheslav Nikonov, Product Director of the RWB Media promotion platform.:
"We are seeing how the approach to ad placement planning is being transformed."
If the ecosystem develops precisely as a “network”, then this changes media planning for brands: you can more accurately dose budgets by product selection stages, and for sellers, reduce the cost of attraction by combining the media and performance parts. For agencies, this means the need to reassemble reporting and attribution for a new set of platforms and formats.
