Retail Media's Vast Potential: Brands Seek Prominent Placements, Retailers Adapt
Sarah Mackinnon, Pentaleap's Product Marketing Director, and Andrew Lipsman, Colosseum Strategy's Founding Advisor, recently discussed the retail media landscape. They delved into their latest research, highlighting untapped potential and actionable insights to drive growth.
Andrew Lipsman observed that brands currently focus on sponsored products and are increasingly investing in sponsored brands for brand awareness and introducing new SKUs. The report underscores the potential of retail media, with brands seeking prominent placements on platforms like Amazon, Zalando, or AboutYou to enhance visibility and reach consumers effectively.
Pentaleap, a retail media insights provider, aims to bring transparency to the sector with its new report. Retailers are adopting fluid strategies, with some like Staples and Best Buy exploring different approaches. Over the next year, on-site advertising and emerging segments like performance TV and in-store advertising are expected to remain significant opportunities.
Lipsman noted that search complexity impacts ad coverage and retail media revenue. Albertsons' ad coverage drops by 20-60 percentage points with complex queries, while vendors like Amazon maintain better coverage. Fluid ad placements, based on ad and organic relevancy, are doubling click-through rates and boosting ROAS compared to static placements. Advanced search tech ensures relevant results, boosting monetization.
The retail media opportunity is vast, with brands seeking prominent placements and retailers adopting fluid strategies. Pentaleap's report offers insights to help brands, RMNs, and advertisers excel in this dynamic space. Over the next year, on-site advertising and emerging segments promise significant growth.
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