Click-out advertising in Russia nearly tripled — to ₽42 billion

In the express delivery segment, the ratings were distributed as follows:

• Delivery Club — 4 points;
• Yandex Eda — 4 points;
• Yandex Lavka — 3.8.

Experts evaluated advertising placement settings and the platforms' analytics tools.

Among online grocery platforms, Magnit showed the best result — 4.6 points. This is the maximum across the entire study. Perekrestok and Pyaterochka each received 4 points.

In the "Other" category, Avito scored 4.5, Yandex Go — 4, T-Bank — 3.1. In T-Bank's case, the rating took into account advertising inventory, analytics, and partnership opportunities.

What is more effective in terms of reach and cost per contact?

A separate section of the study is devoted to platform effectiveness from the standpoint of reach, cost per contact (CPM), and audience engagement. The leaders here are Ozon, Wildberries, Yandex Market, and T-Bank. According to the authors, these platforms combine broad reach with an acceptable cost per contact.

The picture is different for chain retailers. Pyaterochka and Magnit lag behind marketplaces in reach, but their audience is more engaged in purchases. The cost per contact, however, is higher. "Such platforms work better in targeted campaigns and local activities, where results at a specific retailer matter," Easy Commerce believes.

Analysts recorded weak reach potential at Pyaterochka, Kuper, Perekrestok, Samokat, and Megamarket. Even with a low cost per contact, these platforms do not provide the necessary scale for mass campaigns.

How to choose a platform?

There is no universal leader for all tasks, the study's authors emphasize. The choice depends on the advertiser's priorities:

• scale and cost per contact;
• access to a relevant audience;
• ability to track user actions after the click.

Market growth continues: according to Easy Commerce's forecast, in 2026 the E-Retail Media segment will add 42% and reach ₽868 billion, and by 2027 the share of click-out in it will exceed 11%.