Retail media is the new King and it's here to stay!
Download iAB's report, read why retail media is the king and explore retail media platforms below.
What is Retail Media?
Simply put, retail media is any ad space or ad inventory put on sale by a physical retailer (walmart) or an online retailer (amazon) to be bought by advertisers. Retail media is a form of digital advertising that allows brands to promote their products or services within a retailer’s e-commerce platform or physical store. It involves the use of targeted advertisements and sponsored content that is displayed to shoppers while they browse and make purchases.
What are the benefits of Retail Media?
One of the main benefits of retail media is its ability to provide highly targeted advertising opportunities. By leveraging customer data and analytics, retailers can deliver ads and promotions to customers who are most likely to be interested in their products. This means that brands can reach customers who are already in a shopping mindset, increasing propensity to purchase/convert. In addition, retail media allows brands to measure the effectiveness of their advertising campaigns in real-time, allowing them to optimize. For retailers, retail media represents a new revenue stream that can help offset the costs of running an e-commerce platform or physical store. Retail media also allows retailers to provide a better shopping experience for their customers by displaying targeted ads and sponsored content that is relevant to their interests.
Types of Retail Media
Onsite
This type of retail media exists inside ecommerce platforms. They are:
- Onsite - Displaying ads on an ecommerce platform. These ads are highly targetted.
- Display - Display ads inside the ecommerce platform.
Offsite
Running targeted ads on ecommerce sites.
- Social Commerce - Run ads on social media to drive conversions.
- Display - Display ads via networks & dsp on other websites to drive traffic to retailers.
- CTV - Display ads on streaming services like hulu, disney, HBO etc.
In-Store
Displaying ads inside a physical retailer store. Customers shop here in real time.
- In-Store Display - Promote brand inside store via banners, kiosks etc.
- DOOH - Display ads on OOH (out of home) screens digitally and then drive sales.