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A guide to understand the power of retail media companies

A guide to understand the power of retail media companies

| Blog | author: Monika Torokne Nagy

Retail media companies convert their digital platforms; think websites, apps, etc., into advertisement spaces for external brands. These advertisements are not just strategically located, they're data-driven, leveraging the retailer's rich pool of first-party data to make the advertisements highly personalized and therefore, more effective. Let's see, what are retail media companies!

Online shopping ceased being merely a convenience when the pandemic struck, transforming overnight into a necessity. With the boom in e-commerce that ensued, billions of monthly visits translated into trillions of sales. It was indeed a revolution. Online businesses understood the crucial role technology could play and sought out every avenue. Their exploration led to the explosion of Retail media companies. In 2022, the industry was still growing rapidly, with statistics showing that approximately 74% of brands had a dedicated budget for retail media advertising.

Retail media companies redefine marketing strategies, offering critical insights into customer behavior, and with it, the ability to drive ad engagement radically. The stage is set for an immense transformation in the retail ecosystem through retail media networks, and the journey has only just begun.

Retail media companies

One might equate a retail media network to a vibrant digital marketplace where different retailers and brands can showcase and advertise their offerings directly to eager customers. This marketplace runs on the data-rich insight provided by the retailer, helping brands accurately reach out to potential buyers. More and more businesses are turning to these networks to vie for the attention of consumers who are in a buying mood.

The impact of retail media networks is undeniable for all parties involved. For retailers, this strategy provides a welcome added revenue stream and enhanced customer engagement. Advertisers benefit from increased brand visibility and access to a more pertinent audience. Most crucially, consumers benefit from seeing everything they might need in one place, making their shopping experience quicker, easier, and potentially more enjoyable. Retail media networks, thus, effectively create a richer, more integrated shopping ecosystem.

Types of retail media advertising

Delving into the essence of retail media advertising, there are various ad types that brands can explore. Each one offers unique advantages, helping advertisers to capture their target audience's attention.

Search Result Pages

First up is advertising through search result pages. It equates to having your brand's products top the list when a potential customer searches for a related item. Imagine a user types "laptop" into the search bar on a retailer's site. A sponsored spot on the search result page ensures your product is front and center, capturing the attention of shoppers who already have specific needs. This approach streamlines their search and subtly navigates them towards your offerings.

Home Pages 

The home page of a retailer's site is an undeniable hotspot. Advertisers benefit from the serious buying intent of consumers visiting the home page, thereby increasing visibility and potentially boosting sales.

Product Detail Pages

A more direct advertising avenue is product detail pages. These pages, laden with specifics about a product, are often visited by potential buyers intending to educate themselves about an item before deciding to purchase. Featuring your product here, especially if it's similar or complementary to the product being viewed, can lead to additional sales.

Category Pages

Finally, category pages are a fruitful advertising space. List a product under a specific category such as "electronics" or "kitchen appliances," and you cater to shoppers who may not have a definitive idea of what they want.

Identifying the market leaders: top retail media companies  

In the bustling e-commerce landscape of 2023, delving into the power houses of retail media networks is essential. Whether general, niche, or connected, these platforms maximize impact for advertisers while diminishing the complexity of campaign management. Let's highlight the standout performers in each category.

Starting with general retail media networks, we have the behemoths Amazon Advertising, Walmart Connect, and Target's Roundel. Amazon's colossal data pool that captures shopping habits of over 213 million unique visitors remains unmatched, making it a haven for advertisers. Walmart Connect and Target's Roundel, boasting unique monthly visitors of 100 and 120 million respectively, are colossal advertising realms, holding sway with their multitude of advertising features.

Turning to niche retail media platforms, Home Depot's Retail Media+ and Wayfair take the spotlight. Known for their precise targeting, these platforms allow advertisers from specific industries to connect with a highly relevant consumer base, leading to higher conversion rates. With billions and millions of unique visitors, respectively, they offer an extensive range of advertising offerings aimed to enhance user experience.

In addition to the big players, it is also worth paying attention to the smaller ones, which often provide much more precise analytics and more specialized options. Inhabitad, for example, offers a system that can be easily integrated into the retail site and easily managed by advertisers in a self-service manner. Learn more about Inhabitad!