Retail Media Execution

Chapter 5 of the Retail Media Best Practice Guide

Key to launching successful retail media campaigns is the ability to create joined-up customer experiences to maximise their impact. This chapter looks at how an omnichannel approach supports retail media and the different ad format options available to brands to reach customers across the funnel.

13 minute read

Despite a lack of standardisation, there are multiple retail media ad options available to brands that can be used to fulfil objectives across the funnel, from brand building to direct conversions. This chapter explores the different formats and how an omichannel approach can help brands serve the right ad at the right time in the customer journey to maximise its impact. It covers:

Omnichannel: Retail media should be one part of a holistic brand and customer experience across both physical in-store and digital channels. How can marketers ensure a joined-up approach?
Ad formats: Sponsored options enable brands to reach customers at key points in their journey with high contextual relevance, while display formats can drive awareness and consideration. What are the different options, and how are they best deployed?
Execution: Start small, scale fast, test and learn – a series of guidelines provide an execution strategy for brands to follow.