Wildberries Ads Drop After Ukraine Drone Attacks
According to a source in one of the largest advertising groups, in several categories advertisers in July either completely froze advertising budgets on the platform or 'significantly reduced investments'.
Consensus
- Advertising activity on Wildberries decreased after drone attacks on its warehouses.
- The decrease in advertising was reported by multiple sources in major advertising agencies.
- Wildberries acknowledged some change in advertising tool usage but claimed the scale was exaggerated.
- Sellers are reassessing their business models in response to the situation.
- Digital Budget reported a 63% drop in direct banner promotion budgets in July compared to June.
Points of divergence
- In some categories, advertisers completely froze or significantly reduced ad budgets on the platform. — meduza
- The reduction in ad spending is linked to limited access to the platform's inventory. — kommersant
- Ozon reported no changes in demand for advertising. — meduza
- Wildberries implemented two stages of promotional bonus payouts to support sellers. — kommersant
Coverage (2 sources)
- Advertisers cut Wildberries ads after Ukraine attacks on warehouses, reports Kommersant. Marketplace claims 'scale is exaggerated' — Meduza
- Ad placement volumes at Wildberries are declining — Коммерсантъ