Retail media has transitioned from its 1.0 era, defined by on-site search and sponsored product ads, into the era of retail media 2.0, which consists of a mosaic of ads on-site, in-store, and across other media channels. “The opportunity gets much bigger, but realizing the opportunity also gets a lot more complex,” our analyst Andrew Lipsman said on “Behind the Numbers: Reimagining Retail.”
Media buyers should consider all the following retail media ad types, as defined by the Interactive Advertising Bureau’s (IAB’s) Retail Media Buyer’s Guide.
1. On-site ads are served within a retailer’s platform, like on Amazon’s or Walmart’s websites.
Shopper’s journey: A shopper searches Walmart.com for protein powder. They may see ads within search for a specific product and banner ads now and in the future for a given brand. These ads are close to the point of purchase.
2. Off-site display ads leverage retailer data but are served through partnerships.
Shopper’s journey: It’s been a month since that shopper bought protein powder, according to Walmart’s data. Walmart has partnerships with Roku, TikTok, and Snap, which means a brand could buy ads through Walmart Connect to nudge that customer on CTV and social media.
3. In-store digital advertising refers to the new era of targeted ads in brick-and-mortar, which can target customers, increase sales, and leverage consumer data in real life.
Shopper’s journey: Energized by several protein-packed months, the buyer decides to venture into a Walmart. Even before entering, there is a retail media opportunity on screens in the parking lot’s electric vehicle charging station. In-store, the shopper may see brand signage or an aisle end-cap display for the protein powder. The brand may also nudge our shopper with targeted omnichannel ads within Walmart’s app.
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