A Complete Guide to Retail Media

What Is Retail Media?

Why Is Retail Media Growing in Importance?

Popular Retail Media Channels

  • Ecommerce Platforms: Ecommerce platforms, like websites and apps, are ideal places for product ads across all pages. For most, this is the primary source — or, in some cases, only source — for ad placement.
  • Social Media Ads: Social media ads on platforms like Instagram and Facebook are integrated into feeds, putting products in front of target demographic eyeballs. This method has proven effective, too; around half of young social media users have made purchases from social posts.
  • Streaming Services: Streaming services, like Hulu and Peacock, offer ad-sponsored subscriptions at limited price points. When ads align with show types, advertisers can target potential customers in a seamless way.
  • Over-The-Top (OTT) Devices: Similar to streaming services, OTT devices, like Rokus and Amazon Fire Sticks, have advertisement placement options that can appeal to media users in a compelling way.
  • Connected TV (CTV): As with streaming services and OTT devices, CTVs, like Roku TVs or Samsung smart TVs, permit advertising in limited quantities.

The Benefits of Retail Media

The Challenges of Retail Media

Retail Advertising Trends Changing the Industry

  • Incorporation of Video: Video advertisements are nothing new, but this isn’t a standard part of the retail media space. As video evolves, companies will be best positioned to showcase products in a way that encourages purchases. This space is small now, but advertisers should approach future ads with a potential game plan in place.
  • Leveraging Self-Service Offerings: Self-service platforms are already a valuable part of digital advertising methods, and retail media is no exception. Know how these options work and how to streamline the process.
  • Machine Learning: Machine learning can benefit businesses looking for ideal ad placement in innovative ways. This technology can do things like identify seasonality patterns and analyze how customers respond across various channels — a pro for anyone creating a campaign.
  • Programmatic Advertising: Know that in the retail media space, programmatic advertising is popular. Before dipping into the retail advertising arena, know-how programmatic works and why.
  • Visual Search Tools: Image search has been around for a while, but it’s rarely connected to advertising. However, as retail media continues to grow, the presence of ads in visual search results may be a factor in visibility and traction.
  • Omnichannel Experiences: While retail media is a growing space, it’s not the only one. Advertisers should focus on new areas, but not at the expense of tried and true methods that still generate results.
  • Voice-Activated Search Advertising: Voice-activated searches are popular with smart home and mobile tools, like Amazon’s Alexa and Apple’s Siri. Make sure ads are positioned to do well in this space, too.
  • Email Personalization: The elimination of third-party cookies challenges personalizing emails with search behaviors, but the use of retail media holds potential for recouping data losses.
  • Streamlined Transactions: Buying online is easier than ever, with outlets like Amazon allowing customers to make purchases in a single click. Advertising on such sites should facilitate these ends, not stand in the way.

How to Grow Your Retail Media Sales

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Publisher’s all-in-one business software solution for efficient ad sales management built on Salesforce with customers in 25+ countries. http://advendio.com/