What display advertising on Ozon is
Display advertising means images, video and text that grab the attention of potential buyers. It helps make a brand more recognisable and promotes a specific product or a whole store.
With display ads you can shape the image of a company and announce new products. This kind of advertising also brings back shoppers who were already interested in your product but never bought it, and it is a common way to tell buyers about special offers and promotions.
The advantages
- High-visibility placements. Ads run in prominent spots on the Ozon home page and in search results.
- Control over the message. You present the product the way you want, with the right information, quality photos and video, and the right links, which builds a positive attitude to the product.
- Audience targeting. You can show ads only to shoppers who viewed products in a specific category, added them to the cart or already bought them.
- Ready-made or custom segments. You can pick an existing retargeting segment or build your own in the buyer profile section, which is available with a Premium subscription.
Display ad formats on Ozon
There are three formats: banners, promo banners and video banners.
Banners
Large image blocks on the home page. They communicate the advantages of your product or brand and information about a promotion. Banners appear on category pages and in search results, and you can create one for free from the template available on the marketplace.
Promo banners
Image blocks built into the product feed on the home page. Use them to advertise a brand, a product or a special offer.
Video banners
A video that contains a product block or a link to an Ozon page. Video lets you highlight every advantage of the product, and it always attracts more attention than static images.
Note that display ads must be labelled. Ozon handles this entirely: it automatically assigns an ERID identifier to every banner, promo banner and video banner and passes it to the state ad registry.
The disadvantages
- It is paid. The minimum daily budget is about $17, and about $83 for promo banners.
- Results are not guaranteed. If your bid is lower than competitors', your banner is shown less often.
- Too few impressions can also happen when the total budget is close to the minimum daily budget.
- Segment logic errors. If a banner targets several segments, a common mistake is the "all conditions met" option: only the audience that falls into every segment at once will see it. Choose "at least one condition met" instead.
- Cropped banners. If a banner looks cut off even though the settings are correct, check which device (phone or desktop) it is configured for.
- Moderation. Every display ad goes through review, which takes up to 5 hours during working hours.
Practical takeaway
Use several promotion methods at once: then more potential buyers will see your product. Display advertising works best as part of a mixed strategy alongside search and product-card promotion, not as a standalone channel.
