Retail Media is the fastest growing segment in media industry, as well as becoming a viable if not indispensable profit center for the retailers. Much of CPG/FMCG digital ad spends are being divert away from search/social media into retail media, because retail media holds these advantages:
Traffic – shopper/audience driven and aggregated by retailer brands and consumption needs
Context – audience expectations are more relatable to purchases, greater ads relevancy.
Unique Insights (targeting & attribution) – audience behaviors more relevant to purchases, making behavior based targeting, re-targeting, and performance attribution more effective and accountable.
Logistics – “proximity to delivery” lowers the conversion barrier, heightens ad performance efficiency and attributability.
For physical retailers (including service and hospitality providers) whose predominant business derives from physical engagements, Kanban iRMN enablement consultancy aims to leverage retailers’ intrinsic advantages to maximize multiple values: media publisher, retail data owner, merchandising, and integrated marketing. Programmatic in-store signage enable retailers to become its own media publisher, displaying ads attributable to POS purchases. Retail behaviors, pseudonymized with data clean room, can be further monetized for digital ads (re-)targeting. The retail channel business also benefits directly from/to ad performance.