Ozon Opens Advertising Account for Businesses Outside the Marketplace
Ozon has opened an advertising account for businesses outside the marketplace: starting from 1,000 rubles, geotargeting within 1–30 km, and retargeting based on the customer database.
Ozon's advertising account is now available to any individual entrepreneurs and legal entities — regardless of business type, size, or turnover. The minimum budget to launch a campaign is 1,000 rubles. Previously, the platform offered advertising tools only to marketplace sellers, while large businesses interacted with it through advertising agencies.
What Does the Advertiser Get?
The account provides access to the platform's key formats. The list of available tools includes:
- advertising on the Ozon homepage;
- video banners;
- native banners in the recommendation feed and in search.
Ozon Advertising will set up impressions by gender, age, and product categories that potential customers have already shown interest in, the company said. Targeting accuracy is ensured by data on the preferences of visitors to pickup points (PUPs).
How Does Geotargeting Work?
A separate tool is aimed at local businesses. An entrepreneur can set up geotargeting within a radius of one to 30 kilometers from a specified point. This format suits companies that promote their services or products in a specific district or city.
What Other Capabilities Have Advertisers Gained?
The advertising account is not limited to impressions within the marketplace. Entrepreneurs will get:
- analytics on advertising campaigns;
- the ability to route traffic from promos to their own website, social media, or messenger;
- a retargeting tool — using the phone number database of the company's current customers within the marketplace.
The latter option allows businesses to work with their existing audience: showing ads to those who have already purchased a product or service directly on the Ozon platform.
Why Is Ozon Expanding Its Advertising Business?
Opening the account to third-party businesses means Ozon is now competing for advertising budgets not only with other marketplaces but also with major advertising platforms. Previously, brands not operating as sellers on the platform could only buy advertising through agencies — now the barrier to entry has been lowered to 1,000 rubles and self-registration.
For small and medium-sized businesses, this is a chance to access the marketplace's audience without intermediaries. For Ozon, it is a way to monetize traffic and buyer behavior data by selling its targeting capabilities to external advertisers.
Source: vc.ru
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