Among the main trends affecting the world of digital advertising. The phenomenon of retail media is certainly the most interesting: more. Than $ 128.2 billion in investments are expected by 2024 and the possibility of becoming the third most. Important channel globally (Data provided by Warc, updated until October 2023)
The Italian frame of reference is also interesting: to date. Advertising in retail media represents around 9% of investments in digital campaigns.
Thanks to the radical growth of the portugal phone number data e-commerce sector, the announce abandonment of third-party cookies and the ne to find new possibilities for cross-domain audience profiling , retail media seems to be an opportunity not to be missed for advertisers, given the vast amount of data and information on their audience that retailers themselves have at their disposal.
Advertising and retail: two worlds that are no longer so far apart
The term “ retail media advertising ” defines a new advertising model that allows brands and companies to promote products or services within retailer channels or using customer information and data in their possession.
The real novelty lies in the possibility of exploiting strategies but above all technological solutions which make it possible to maximize these assets thanks to virtuous integration.
Contests, loyalty cards, points build an email campaign for awareness and education collection: at every stage of the customer journey, there is a wealth of data and information that users and customers release on the brand’s digital and non-digital properties.
Personal data, but above all information relating to purchasing behaviors and habits, interests, tastes, passions: all this data, on the one hand, that of the retailer, represents a real strategic resource, and not only with a view to personalizing the customer experience.
This is where the other big advantage uab directory of this model comes in, for advertisers.
>While the retailer has the opportunity to monetize data and space within its properties, the advertiser has the opportunity to leverage that data and space for even more effective and efficient campaigns.
Retail Media Advertising: What Types?
IAB Italy, in its white paper dedicated to retail media. White Paper | Retail Media, May 2024), identifies three different types of retail media.
On-site retail media
This typology includes campaigns that exploit the retailer’s digital properties and in particular the web channel. We refer, in particular, to email and SMS marketing, to the banner space in the retailer’s store.