5 ways brands can bag more customers with retail media

"According to IAB Europe, retail media spending in the region is set to double within four years, making it the fastest-growing digital advertising sector. And it's little wonder when we consider that retail media offers real-time, first-party data, hyper-targeted, diverse ad formats, and seamless omnichannel engagement. It gives brands direct access to real purchasing behavior, ensuring that their ads reach genuine in-market shoppers rather than assumed audiences. And that's not to be sniffed at, as traditional advertising becomes more challenging to measure."

"Retail media allows brands to advertise directly within retail environments, both online and in-store. From sponsored product listings and digital display ads to in-store promotions, these platforms help brands engage shoppers at critical decision-making moments. Not surprisingly, brands are shifting budgets to retail media networks (RMNs) to engage consumers at the moment of purchase. And major grocers like Tesco (dunnhumby Sphere), Sainsbury's (Nectar360), and Asda (LS Eleven) are ramping up investment in their media networks."

"To make the most of these opportunities, brands need a smart, data-led approach. Here's how food and drink brands can stand out in this fast-evolving space: Personalization is key: The brands that succeed in retail media are the ones that make their ads feel relevant, not intrusive. By analyzing shopper data, brands can deliver marketing that speaks to specific interests and purchasing habits. Whether it's tailored discounts, personalized recommendations, or exclusive product bundles, brands that get personal drive better results."

Retail media is driving rapid growth as grocers build out media networks that connect brands directly to shoppers. The channel delivers first-party, real-time shopper data, precise audience targeting, varied ad formats, and seamless omnichannel touchpoints. Brands can reach genuine in-market buyers during purchase moments through sponsored listings, digital displays, and in-store promotions. Major retailers are increasing investment in retail media networks, prompting brands to reallocate budgets. Successful food and drink marketers adopt data-led strategies, prioritize personalization such as tailored discounts and recommendations, and integrate omnichannel tactics to maximize engagement and conversion.

Read at The Drum