What is happening with marketplaces in the performance marketing market?

Our business development manager Alex Kuindzhi keeps an eye on market trends and today he shared with us the trends that he thinks continue to intensify.

• Marketplaces are not limited to advertising alone. They are complex media system that receives up-to-date user data daily.
• Advertising includes image outreach formats and conversion, contextual and targeted placements. Expectations for this channel in the overall digital mix need to be defined before considering specific presence solutions.
• The average visit time on a marketplace continues to grow, so brands are increasingly turning to image formats for knowledge building too. In addition, marketplaces also act as data providers for advertising campaigns. Marketplaces share insights with brands about the habits of their audiences: interest in various product categories and the most popular products.
• Working with marketplaces is promising and significant for agencies. On the one hand, it ensures the integrity of the agency product for clients and the ability to implement the client’s marketing strategy in full and in sync with the rest of their media activities. On the other hand, marketplaces are considered a source of analytical data and data on users’ buying behaviour. Using both, the quality of campaign planning and execution can be raised to a new level.
• Marketplaces continue to evolve into full-fledged media, and their role only continues to grow. For example, one of our clients is actively developing an advertising platform in the fashion and lifestyle segment. It is expanding its set of tools and improving its targeting and audience segments. At the moment, the greatest effort is being spent on developing the performance tools within the marketplace.

It will be interesting to see how the marketplace markets will develop further. We will keep an eye on this and, of course, provide a quality service for the promotion of mobile marketplace apps and more.