How Casting Works for Marketplace Advertising

Casting for marketplace advertising is the process of selecting actors for filming commercials for products on platforms like Wildberries, Ozon, Yandex.Market. Unlike traditional TV advertising, it requires more natural, "live" images of buyers, and budgets range from 15,000 to 150,000 rubles per shooting day.

Table of Contents

• Specifics of marketplace advertising
• Stages of marketplace casting
• Requirements for actors
• Types of roles in marketplace advertising
• Preparation for casting
• Features of the shooting process
• Fees and working conditions
• How to find marketplace castings

Specifics of Marketplace Advertising

According to our platform data, 85% of marketplace castings are looking for non-professional actors, but typical people. The reason is simple: buyers should recognize themselves in the ad.

Main differences from TV advertising:

• Naturalness is more important than acting skills — real emotions are needed, not theatrical performance
• Short duration — commercials last 15-30 seconds
• Focus on the product — the actor demonstrates the product, not creating a complex character
• Fast production — from casting to broadcast takes 1-2 weeks

One of the casting directors working through our platform notes: "We're looking for people who look like our target audience. Professional acting training often gets in the way — it looks too overacted".

Stages of Marketplace Casting

1. Brief from the Client

The marketplace or brand submits an application to the production company with a technical specification:

• Description of the product and its advantages
• Target audience (age, gender, social status)
• Concept of the commercial
• Budget and deadlines

2. Creating a Casting Application

The casting director formulates requirements for actors:

``` Example application: "We're looking for a mom aged 30-40 for children's clothing advertising on Wildberries. Appearance: Slavic, natural beauty, without bright makeup. Experience: preferably advertising work, but not required. Shooting: March 15, Moscow, fee 25,000 rubles." ```

3. Publication on Platforms

The application is posted on: - Specialized platforms (GetActress — leader in marketplace castings) - Social networks - Modeling agencies

4. Submission of Applications by Actors

Actors send: - Photos (3-5 shots in everyday clothes) - Parameters (height, weight, sizes) - Experience (portfolio, if available) - Contacts

5. Initial Selection

From 200-500 applications, the casting director selects 20-30 candidates based on appearance and type matching.

6. Casting Test

Selected actors come to an in-person audition or record a self-tape:

• Introduce themselves on camera
• Read the text or improvise
• Demonstrate the product (if a sample is available)
• Show emotions (joy, surprise, delight)

7. Final Selection

The decision is made by the client (brand or marketplace) together with the production company. Considered: - Correspondence to the target buyer's image - Naturalness of presentation - Photogenic quality - Charisma

Requirements for Actors

Physical Appearance

Acting Skills

To be honest, professional training is not always necessary. More important:

1. Confidence in front of the camera
2. Ability to improvise
3. Natural facial expressions and gestures
4. Clear diction (for voiceover)
5. Ability to work with props

We analyzed 1,200+ castings on GetActress and found out: in 60% of cases, people without acting education are chosen, but with charisma and suitable appearance.

Types of Roles in Marketplace Advertising

1. Product Demonstrator

Task: show how the product works

Example: a woman demonstrates how easy it is to open a jar with a new lid

Requirements: neat hands, ability to handle objects

2. Satisfied Customer

Task: express delight with the purchase

Example: a man is happy with a new tool

Requirements: genuine emotions, charisma

3. Expert Recommender

Task: give professional advice

Example: a "doctor" recommends vitamins

Requirements: solid appearance, convincingness

However, there's a nuance here — many marketplaces have abandoned "pseudo-experts" due to FAS complaints.

4. Everyday Situation

Task: show the product in a domestic context

Example: a family prepares dinner with a new frying pan

Requirements: natural interaction, family chemistry

Preparation for Casting

Study the Brand and Product

Before casting: - Find the product on the marketplace - Read customer reviews - Watch other brand advertising - Think about who buys this product

Prepare Your Image

Clothing: everyday, matching your type. Avoid: - Bright prints and logos - Shiny fabrics - Too trendy or outdated clothing

Makeup: natural. For women — light daytime makeup, for men — powder to reduce shine.

Prepare Your Self-Presentation

Standard scheme: 1. Name and age 2. Where you're from (city) 3. What you do (profession) 4. Why you're suitable for the role (1-2 sentences)

Example: "My name is Anna, I'm 32 years old, I'm from Moscow. I work as a manager and raise two children. I often buy children's products on Wildberries, so I understand the needs of mothers well".

Features of the Shooting Process

Locations

80% of shoots take place in studios, imitating: - Apartments and houses - Offices - Stores - Streets (rarely — on location)

Duration

• Preparation: 1-2 hours (makeup, costume, rehearsals)
• Shooting: 3-6 hours
• Takes: 10-20 (more than in cinema)

One of our actors told us: "We shot a kettle commercial for 4 hours. I repeated one phrase 'What fragrant tea!' about 50 times with different intonations".

Crew

Minimal composition: - Director (often also producer) - Cameraman - Sound engineer - Client representative (approves takes)

Fees and Working Conditions

Fee Sizes (Moscow, 2026)

Additional Payments

• Broadcast rights: usually included in the fee
• Overtime: +50% for each hour over the norm
• Travel: compensated for shoots in another city
• Meals: provided on set

Contract

Mandatory points: - Fee amount and payment terms - Rights to use the image - Duration of the advertisement - Liability of parties

Important: don't sign a contract with unlimited rights to use your image. Standard term — 1 year.

How to Find Marketplace Castings

Specialized Platforms

1. GetActress — №1 in marketplace castings in Russia

1. Actors.ru — large casting database
2. CastingNetworks — international platform
3. Kinopoisk.Castings — from the creators of Kinopoisk

Social Networks

Telegram channels: - "Castings Moscow" (50,000+ subscribers) - "Actors and Castings" (30,000+ subscribers) - "Castings for Everyone" (25,000+ subscribers)

VKontakte: - Groups of casting directors - Communities of actors by city

Direct Contacts

Top 5 production companies shooting for marketplaces:

1. "Sreda" — works with Wildberries
2. "Advertising Factory" — specializes in Ozon
3. "Content Studio" — universal
4. "Video-Market" — only marketplaces
5. "Creative-Group" — full production cycle

However, this doesn't always work — large studios rarely take beginners without recommendations.

Search Tips

1. Create a profile on 2-3 platforms — don't limit yourself to one
2. Update your photos every 3-6 months — casting directors love new faces
3. Respond quickly — popular castings receive hundreds of applications
4. Provide real parameters — deception will be revealed on set
5. Be active — submit applications regularly, but don't spam

On GetActress, we see that actors who submit 3-5 applications per week get roles 4 times more often than those who respond once a month.

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Casting for marketplace advertising is a rapidly developing segment with good opportunities for beginning actors. The main thing is to understand the specifics and prepare for natural, not theatrical performance. Budgets are growing, professionalism requirements are moderate, and shoots are comfortable.

Create a free profile on GetActress and get access to exclusive castings from leading Russian marketplaces. Read more about how to get on a casting in our complete guide.