In a changing and competitive market, and as the twilight of the third-party cookie looms, brands are seizing the growing opportunity offered by retail media.

Retail media advertising enables brands to take advantage of a range of visual ad formats to reach in-market consumers with high purchase intent close to the point of sale.

This best practice guide is for businesses looking to gain an understanding of retail media and build a solid strategy for integrating it into their marketing activities. It guides businesses through the planning and execution of retail media campaigns, with advice on measurement and optimisation. It covers:

  • The opportunity: The benefits of retail media and the access it provides to retailers’ first-party data make it an attractive proposition for businesses. What is the scope of the retail media opportunity, particularly in terms of targeting and consumer insights?
  • The networks: There are six broad types of retail media networks available, from omnichannel retailers to tech aggregators and pureplay marketplaces. How can brands select the right partners and build mutually beneficial relationships?
  • Strategy and planning: While many marketers currently think of retail media as a means to fulfil lower-funnel objectives, it can actually deliver on goals across the funnel. What is the role of retail media throughout the customer journey, and how can brands develop a robust strategy?
  • Campaign execution: Given the relative youth of retail media, the ad format offering is not yet as standardised as in other marketing channels, but this is changing. Which formats are currently available and what tactics can advertisers deploy to ensure they get the most out of them?
  • Measuring performance: Retail media presents specific benefits and challenges when it comes to measurement, with closed-loop attribution and a ‘halo effect’ being two key advantages. What are the measures businesses should be looking at?