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About this learning plan

This Learning Plan considers the opportunity of retail media and how product advertisers can best exploit the channel as a new element within their marketing mix.

With the growth in online shopping, more and more ecommerce-enabled retailers are enabling the targeting of their shopper audiences through advertising. By embedding advertising inventory into their digital store environments, they are creating a new ‘retail media’ channel to reach and convert valuable in-market consumers. For product owners selling their goods via third-party online retailers this presents an attractive opportunity to capture greater shopper demand near the point of purchase.

Within this Learning Plan you’ll learn more about retail media ad formats and their benefits. You’ll consider how to select the right retail media partner and the actions to take before investing. You’ll then look at the two primary ad formats in depth and how to go about planning, implementing and optimising investment.

Course 1: Approaching Retail Media Ad Investment

Describes the retail media opportunity, how advertisers can select the right providers, prepare and plan for investment in the channel.

By the end of this course, you’ll be able to:

• Describe the different types of retail media advertising formats and the opportunities they each offer advertisers.
• Articulate the specific benefits of investing in digital retail media.
• Articulate the key considerations when assessing and selecting a retail media partner to invest in.
• Articulate the steps required to prepare for retail media investment.
• Plan retail media activation on your chosen retailer.

Course 2: Activating Retail Media Sponsored Product Ads

Details the opportunity for this type of retail media and how to plan, implement and optimise always-on ad investment.

By the end of this course, you’ll be able to:

• Describe the sponsored product ad opportunity within retail media.
• Plan an ad campaign based around specific objectives.
• Implement and optimise sponsored product ad campaigns.

Course 3: Activating Retail Media Product Display Ads

Details the opportunity for this type of retail media and how to plan, implement and optimise campaign ad investment.

By the end of this course, you’ll be able to:

• Describe the product display ad opportunity within retail media.
• Plan a product display ad campaign that achieves your objectives.
• Implement and optimise product display ad campaigns.

Course 4: Assessment: Test your Retail Media Learning

A scenario-based test to assess your learning from the three retail media courses.