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Explore strategic insights from Kevin Amos, Brunner Partner, Chief Media and Data Officer.

Perspectives from Kevin Amos | Brunner

Partner, Chief Media and Data Officer

Kevin Amos

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<p>That access and targeting are driving rapid growth. According to a fall 2023 report from Live Ramp, retail media ad spend has more than doubled in the last three years, increasing from $20.91 billion in 2020 to $45.38 billion in 2023. That amount is expected to more than double by 2027, up to $107 billion, the report found.</p><h2><strong>A Retail Media Success Story: 275% Return on Ad Spend</strong></h2><p>At Brunner, we’re helping B2C and B2B brands use retail media to drive purchases and ultimately grow their business.&nbsp;</p><p>For example, we’ve worked with a client in the consumer health and personal care industry to steadily increase their retail media spend over the past year. This client did not have the ability for direct-to-consumer purchasing on their website, making it difficult to measure the impact of media buys on sales.&nbsp;&nbsp;</p><p>By using retail media — in this case, Walmart Connect — the Brunner team could easily reach customers across the buying funnel, then measure conversions effectively, using Walmart’s shopper data. This client’s sponsored product campaigns are reaching up to a 275% return on ad spend (ROAS).&nbsp;</p><h2><strong>What Are the Benefits of Retail Media Advertising?</strong></h2><p>Retail media can play a key role in an integrated media plan to complement and enhance other media channels. While there are many benefits of retail media networks, two stand out as the biggest reasons to include retail media in your marketing mix.</p>

<h2><strong>What Should Be a Brand’s Goal with Retail Media Ads?</strong></h2><p>Retail media networks offer various ad formats, including sponsored products, display ads, video ads, and more. These options mean retail media ads can be used to target different customers at different stages of the marketing funnel. Here’s how it works.</p><ul><li>Retail media campaigns can help advertisers build awareness by reaching new customers who — based on their consumer behavior — may not be familiar with what the brand offers.&nbsp;&nbsp;</li><li>Once consumers are familiar, targeted retail media ads can help advertisers influence potential customers who are exploring options and are already interested in what they sell.&nbsp;&nbsp;</li><li>Finally, retail media campaigns can help brands land the sale from customers who are ready to buy, delivering the ultimate marketing goal —<sub style="vertical-align: sub; font-size: smaller;"> </sub>driving purchases.</li></ul><h2><strong>Ready to Begin Using Retail Media Networks?</strong></h2><p>At Brunner, we’re experts at delivering results for our clients using a variety of retail media networks, including Amazon Advertising, Google Merchant Center, Target, and Walmart. We proactively seek out and test new and evolving retail media platforms to ensure we’re bringing the best fit to our e-commerce clients. To demonstrate that expertise, our team earns certifications on platforms like Walmart Connect.&nbsp;</p><p>If you’re interested in adding retail media to your integrated media plan, let’s talk.&nbsp;We can review key factors like the competitive landscape, budget, network size, audience, and measurement capabilities to choose the right retail media network for your campaigns. We’re happy to chat!</p>

<p>You’re on amazon.com, checking the product page for one of your brand’s best-selling items.&nbsp;&nbsp;</p><p>Then you spot it — a competitor’s ad for a similar item, complete with a discount code and free shipping.&nbsp;</p><p>Exactly how did a rival brand get its ad and special offer in front of an Amazon shopper looking at <em>your</em> product?&nbsp;&nbsp;</p><p>It’s called retail media advertising, and it’s changing digital advertising to the tune of billions in ad spend from both B2B and B2C brands. Read on to learn what it is, how it works — and if it could be right for your marketing strategy.&nbsp;</p><h2><strong>How Does Retail Media Advertising Work?</strong></h2><p>To put it simply, <a href="https://www.brunnerworks.com/what-we-do/media/retail-media" rel="noopener noreferrer" target="_blank">retail media advertising</a> places ads right on retailers’ digital channels, such as their websites or apps, where consumers are shopping. Think of it as the online equivalent of those on-shelf coupon dispensers or point-of-purchase displays you see in brick-and-mortar stores.</p>

Explore the world of retail media advertising and determine if it’s the right strategy for your brand. Learn how this growing trend can boost your marketing efforts.

What is Retail Media Advertising and Is it a Fit for My Brand?

What is Retail Media Advertising and Is it a Fit for My Brand?

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