How non-endemic brands and retail media networks should work together

Last year 2022, that Retail Media was positioned as the fourth medium in advertising spendingwith a global investment of $110.7 billion. With its online and offline capabilities, Retail Media offers brands new ways to be relevant at the point of sale and retailers to monetize their digital assets and first-party data. Now, retailers can offer a self-service media offering in their e-commerce, empowering consumers to have a better shopping experience.

One of the key factors behind Retail Media’s exponential growth was Change in the regulation of third-party cookies. Now the power is in having the government First Party Data And this is where retailers, e-commerce and marketplaces are very well positioned: they rely on Retail Media Networks (RMN) to a a very important and highly profitable additional revenue stream for retailers. On the other hand, for the retailers or brands that use them, they represent an opportunity to ensure access to a larger and higher quality audience.

There’s no doubt we’re in for a booming advertising strategy as it’s not just e-commerce businesses that are benefiting from the extra revenue that NMRs can generate. Now that too non-endemic brands They consider joining these networks.

some keys

Despite the fact that these brands are not usually found in certain retailers, lWorking with Retail Media Networks allows them to gain a deep understanding of consumer needs and discover new opportunities. Additionally, having complete control over ad strategy, timing and format allows for scalability of results and impacts consumers at different stages of the buying process. Here we show you some keys on how non-endemic brands and retail media networks should be connected.

  • Use the data to inform campaigns.
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A successful partnership between a retailer and a non-endemic brand is based on Recognizing and using overlaps. Just because consumers can’t buy a non-endemic brand’s product directly from the retailer doesn’t mean advertising campaigns should be out of place.

  • Determine the correct level of association.

There are several ways a non-endemic brand can participate in an NMR. First off, many brands may follow a traditional programmatic ad experience and choose keywords or categories to target. If this goes well, non-endemic advertisers can move to the next level, Use of customer data from Retail Media Networks to create targeted audiences or segmented campaigns. From there, retailers and non-domestic brands can deepen their relationships by leveraging that data cleanrooms to enhance targeting capabilities or by creating fully integrated campaigns that reach beyond the retailer’s website or stores.

By 2023 it is expected that lAdvertising investment in retail media in the United States exceeds $45,000 millionAccording to the Retail Media Ad Spend Forecast for the First Half of 2023 report, conducted by eMarkerter, off-site spending is expected to increase by 36.7%. On his side, in Europeaccording to the study “The Retail Media Opportunity in Europe”. IAB EuropeThat is expected Advertising investments in retail media will reach 25,000 million euros by 2026.

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