Endemic brands—those already listed in a retailer’s assortment—leverage Retail Media to position their products directly in front of purchase-ready customers. Through sponsored placements in search results, digital shelf space, and personalized product recommendations, they can enhance visibility and drive targeted sales growth.
These strategies maximize brand presence at both physical and digital points of sale (POS), strengthening customer loyalty and ensuring a stronger connection with shoppers at the moment of purchase.
Even brands that are not directly sold within a retailer’s assortment (non-endemic brands) are recognizing the immense potential of Retail Media. They leverage premium advertising environments in online shops and marketplaces to effectively engage their target audiences.
Through display ads, video ads, or sponsored content, they establish a strong presence on these platforms, reaching consumers in highly relevant shopping contexts.
For industries such as automotive, financial services, or telecommunications, Retail Media provides a valuable opportunity to position brand messages in a commerce-driven environment while benefiting from retailers' extensive first-party data for precise audience targeting.
"Retail Media empowers our clients to effectively implement a cohesive retail strategy. It allows us to deliver an innovative, personalized advertising experience to consumers. Through data-driven methods, we achieve seamless brand integration across physical stores and digital marketplaces, fostering long-term revenue growth and enhancing the overall customer journey."
General Manager Retail Media & Commerce
Active in 15+ countries with a strong retail media partner network across Europe.
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FAQs
Retail media is a data-driven advertising strategy that places ads directly at the point of sale – online, offline, and in physical stores. Brands target customers with high purchase intent, increase their visibility, and generate measurable sales through personalized ad formats on marketplaces, social media, and in-store displays.
Retail media combines online and offline advertising with direct audience targeting at both the digital and physical point of sale. Thanks to first-party data, wastage can be minimized, advertising effectiveness can be precisely measured (ROAS, iROAS, NTB rate), and campaigns can be optimized for sustainable revenue growth.
Retail media includes onsite advertising on marketplaces (e.g., sponsored ads), offsite retail media through social media or programmatic advertising, as well as in-store digital signage and DOOH advertising in brick-and-mortar stores. Through cross-channel strategies, customers are reached throughout the entire customer journey
- Endemic brands (already part of a retailer's assortment) use retail media for sponsored placements and product recommendations.
- Non-endemic brands (e.g., financial services, automotive) reach relevant target audiences through display and video advertising around online shops and marketplaces.
Retail media connects online, offline, and in-store advertising for a seamless customer journey. Customers who search for products online can be retargeted on marketplaces, social media, or digital in-store displays. Through cross-channel tracking and dynamic budget management, revenue is maximized both in e-commerce and in physical stores.
Key KPIs include ROAS (Return on Ad Spend), iROAS (incremental ROAS), NTB rate (new customer acquisition), conversion rate, and CTR. Through data-driven optimization, retail media budgets can be efficiently managed, and advertising effectiveness can be measurably improved.
Unified commerce synchronizes all sales channels in real-time – from marketplaces and social media to physical stores. Customer interactions are captured across channels to create personalized advertising experiences and drive purchase incentives both online and in physical retail.
First-party data enables precise audience targeting across all touchpoints. Retailers and brands can analyze purchasing behavior, run targeted advertising campaigns, and reduce wastage through automated bidding strategies.
A successful strategy is based on the integration of online and offline advertising, the efficient use of first-party data, data-driven budget management, and continuous performance optimization throughout the entire customer journey.
Agencies provide brands with strategic and operational support to make the most of retail media. They handle campaign planning, optimize ad formats for different platforms, and ensure data-driven budget management. With their expertise in programmatic advertising, marketplace SEO, and performance measurement, they maximize advertising effectiveness across all channels. Additionally, they assist brands in integrating retail media into an omnichannel strategy, ensuring that online ads, in-store promotions, and digital displays are perfectly aligned.
