What is Retail Media?

Le retail media est une technique en publicité utilisée par les annonceurs pour inciter à l’achat. Elle consiste à proposer des publicités ciblées directement au cours du parcours d’achat du consommateur. Les commerçants et e-commerçants monétisent leur audience auprès des marques afin de générer des revenus supplémentaires. Pour orchestrer efficacement ces publicités ciblées, les marques collaborent souvent avec une régie publicitaire, qui assure la gestion et la diffusion des campagnes au sein des espaces des commerçants. Les marques profitent, quant à elles, d’un espace stratégique pour communiquer : point de vente (PLV), site internet ou application mobile et sont visibles pendant que le consommateur fait son shopping.

How does retail media work? Is it an effective strategy? An overview of everything you need to know about retail media.

The retail media environment

Retail media ads

The retail media ad appears on a retailer's website or directly in the physical point of sale, using a dynamic outdoor display for example. It comes in several formats. DOOH (Digital Out Of Home) allows ads to be broadcast via communication screens in the street, in store windows, inside a shopping mall, etc. On the Internet, the digital campaign can be integrated on the home page, on category pages or even on a product sheet, to reach the target at different stages of the buying process, in native or display format. Less intrusive than traditional advertising, retail media make communication more relevant and effective. There are solutions that enable even more personalized targeting, using transactional data provided by e-tailers and physical stores. In this way, both the ad and the brand gain in credibility and appeal with the target audience.

Retail media players

Retailers and e-merchants work hand in hand with brands to offer consumers a successful personalized experience. To meet the expectations of today's ad-savvy consumers, they offer relevant ads that appear at the right time with the right people to encourage clicks and purchases. To maximize performance and make the job easier, brands and retailers can use a platform and call on a specialized agency to act as intermediary. The latter determines the most appropriate strategy, optimizes ROI and analyzes the data collected.

Why retail media?

Le retail media est une façon de booster la notoriété de la marque pour les annonceurs et de dynamiser et monétiser les espaces publicitaires pour les commerçants retailers. Les publicités en retail media permettent d’attirer l'œil du consommateur via une publicité pertinente dans le contexte sur un écran d’affichage ou en ligne de manière peu intrusive. Fort est de constater qu’aujourd’hui le retail media est une solution efficace pour convertir et fidéliser. Les consommateurs sont ciblés sur les points de vente, en ligne ou en physique, grâce à des campagnes percutantes et personnalisées qui peuvent être reliées aux ventes et permettent ainsi de réaliser un rapport complet pour analyser les performances de la campagne. Les produits sont mis en valeur tout en assurant aux marques un environnement sûr.

The evolution of retail media and the advent of digital

Digital technology has completely overturned the codes of marketing and led to the evolution of retail media techniques. The digitization of the customer's purchasing path offers a major advantage: more consistent data collection (behavior, preferences, habits: shopping basket, product type, frequency of purchase, etc.) after consumer consent. Data is a veritable goldmine, enabling advertisers to target consumers more effectively thanks to a more detailed knowledge of their consumption patterns. As a result, advertising is more personalized and therefore more effective. This communication channel has also helped to develop contact points with consumers. According to a study by GoupM, retail will account for 18% of global digital advertising by 2022, a figure that has been growing steadily for years and is set to continue to do so in the future. Retailers are taking advantage of these new ways of communicating, and some are going so far as to create their own media agencies.

Implementing a successful retail media strategy

A successful retail media strategy relies on campaigns with a good ROI (Return on Investment). To achieve this, you need to choose the most appropriate locations for your target, with partners and retailers who have an affinity with your brand. You can choose to create online advertising campaigns visible on a merchant site, or to broadcast your ads on screens for dynamic outdoor advertising. To attract the attention of your target customers or prospects, you can use clear, attractive CTAs (Call To Action). Rely on attractive communication by offering a discount, for example, to encourage purchases.

Cenareo with you 

Are you a retailer looking for a partner to join this promising movement?

There are two stages to embarking on the road to retail media aka the future of advertising investment:

1. The first is to consolidate and analyze your internal data, so that you know your audience and the potential of your "media assets" inside out. This will give you a clearer picture of your ability to monetize your in-store screens to partners, suppliers and other brands with whom you have a commercial affinity.
2. The second is to find an expert partner who can accompany you in this new era and help you choose, place and control your screens:

• Cenareo is an expert in screen monetization, and has been working for many years with major French advertising agencies. 

• Our powerful, intelligent algorithm, coupled with a highly intuitive platform, enables you to program advertising campaigns and easily allocate airtime using shares of voice. 
• The choice of programming depends on the broadcast context and your different screens. Every detail is considered to ensure relevant and effective communication. Our solution is based on hyper-contextualization, which enables us to target audiences with the most relevant content via numerous broadcast criteria, guaranteeing that your advertisers achieve their objectives. 
• Last but not least, our support enables you to easily export distribution reports and statistics to certify contract compliance and analyze spin-offs.