However, according to Alexey Belyaev, Vice President and Chairman of the Research Committee at ARIR, redistribution is not actually happening. "The thing is that a new channel is becoming more visible, which used to be outside the scope of digital communications, but is now within their perimeter, as are most of the population's albania whatsapp resource purchases," he explains. "Thus, in retail media there is a flow of not only advertising money, but also that which was previously included in the price for the shelf and checkout area. This was and is money separate from offline advertising budgets. But since everything is now happening within the framework of one media, these budgets have become more visible and have come under the management of the same agencies that previously managed the budgets at the top of the funnel."
Belyaev draws an analogy with contextual advertising in the early 2000s, when Yandex and Google attracted budgets that had previously been placed offline: leaflets on the streets, paper spam, the yellow pages, newspapers like Iz Ruk v Ruki. "Suddenly it seemed that there was much more money in advertising. But in fact, they simply came online and became transparent due to the presence of large players," Belyaev explains.
"Retail media is advertising at points of sale, it includes offline and what we are talking about - eretail media (eRM)," clarifies Data Insight partner Fedor Virin. In his opinion, the growth in advertising has already accelerated and will accelerate even more, because marketplaces are reducing the importance of ranking factors in search. "Let me explain: the main navigation tool in marketplaces is search. Until recently, ranking in search was most influenced by price, as well as the number and quality of reviews," he continues. "Now, firstly, free search results have gone down (are going down), and secondly, the importance of the review factor has decreased. In this situation, advertising is becoming the tool for getting traffic to the card. Therefore, the role of advertising will grow." But its volume is restrained, among other things, by the lack of cross-platform analytics, notes Virin. The opening of the Ozon analytics service now, work on the analytics service within WB - all this will also potentially accelerate the development of eRM, he concludes.