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One of media’s fastest growing channels, Retail Media has been on a serious growth trajectory over recent years. With the advent of incentives like loyalty cards, retailers have unparalleled access into what consumers are buying, as well as when, where, how and with what frequency. This wealth of shopping habits and insights then helps brands connect with consumers looking to complete in increasingly saturated markets.
Increasingly, retailers are acting likemedia owners: sharing their rich consumer data, creating actionable audiencesand providing closed-loop attribution solutions. From on-site competitorconquesting banners to in-store product sampling, retail media gives brands anopportunity to cover every touchpoint on a person’s path from discovery topurchase.
By placing your brand in the perfect environment when your audience is searching, browsing and buying, Retail Media advertising offers brands something incredibly valuable: access to high- intent shopping moments. This creates a connected ecosystem that allows brands to influence consumers across the full purchase journey.
There are different elements to retail media: on-site, off-site and in-store.
On-site refers to ads ‘on the site’ of the retailer. Run on platforms like Citrus or Criteo, display banners or sponsored product ads boost the discoverability of your products based on keywords and relevance.
Off-site ads utilise the retailer’s first party data to reach people across the open web through display, connected tv, audio and social media advertisements.
In-store then refers to the activations that take place in/around the retailer’s store. For this, think experiential sampling, shelf promotions and point of sale advertising.
These three environments demonstrate the breadth of what is possible, as well as the speed at which it has already evolved. Retail Media networks sit on an incredible wealth of shopping behaviour, category insight and purchase trends, helping brands increase discoverability, build demand and drive measurable growth.
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