Retail media is reshaping the way marketers and retailers reach their audiences. This article aims to provide a clear understanding of retail media networks while highlighting key examples of retail media platforms in Europe. Our focus will be on showcasing the strategies, tools, and unique selling points of some of the region's top players. Whether you are a marketer looking to expand your reach or a retailer seeking to monetize your online traffic, this guide will offer valuable insights. By the end of this article, you'll gain a comprehensive view of how leading platforms are leveraging retail media to drive success.

What are retail media networks?

Retail media involves the selling of advertisements on e-commerce websites by the retailer. Think of it like digital billboards tailored to online shoppers. When you browse your favorite e-commerce sites, the product ads you see are often part of these retail media networks. These ads leverage shopper data to show the most relevant products, benefiting both retailers and brands. With retail media, brands can precisely target their ads, making their marketing efforts more effective and engaging.

Europe is a prime market for retail media, largely due to its diverse and tech-savvy consumer base. The continent’s leading e-commerce platforms like Amazon and Zalando have made significant strides in using data to optimize ad placements. This makes Europe a hotbed for retail media innovation. Retailers benefit by generating additional revenue, while brands enjoy increased visibility. European consumers also gain from a better shopping experience thanks to personalized and relevant recommendations.

In essence, retail media transforms the way brands and retailers approach marketing, offering superior ad solutions that enrich the shopper’s journey.

Examples of Retail Media in Europe

Amazon

Amazon, the global e-commerce giant, has a significant footprint in Europe. The company began its European operations in the late '90s and has since expanded to several countries, becoming a dominant player in the market. Amazon's presence in Europe includes dedicated websites for the UK, Germany, France, Italy, Spain, and others, catering to diverse consumer needs.

The company is the clear leader in the European digital retail media market, with revenues of $3.6 billion in 2023. In Germany alone, for example, it increased its net revenue by 20%. Between 2020 and 2023, it achieved an 83.6% increase in advertising revenue.

Amazon's retail media strategy is multifaceted, using a blend of sophisticated advertising solutions tailored to leverage customer data effectively. Sponsored Products, Sponsored Brands, and display ads are key components of Amazon’s advertising tools. These tools enable sellers to increase their visibility on the platform, thereby driving sales. Additionally, Amazon Advertising taps into massive datasets, offering targeted ads based on consumers' purchasing behaviors and preferences.

Success on Amazon’s retail media platform is measured through several key performance indicators (KPIs) such as click-through rates (CTR), conversion rates, and return on ad spend (ROAS). Advertisers can access detailed analytical reports, tracking everything from ad impressions to sales generated through campaigns. This data-driven approach helps advertisers optimize their strategies for better performance.

Amazon’s dominance in the e-commerce space gives it a massive customer base, making it a highly attractive platform for advertisers. The breadth and depth of customer data it collects enable highly targeted advertising, often translating to better engagement and higher ROI. Moreover, Amazon’s seamless integration of ads within its shopping ecosystem ensures that advertisements appear native and non-intrusive, enhancing the shopping experience for consumers.

eBay

eBay is another heavyweight in the European e-commerce landscape, known primarily for its auction-style listings and vast product range. Established in the mid-’90s, eBay has expanded its marketplace to several European countries, fostering a strong online buyer and seller community.

eBay’s retail media offerings include a variety of advertising formats such as Promoted Listings, which enhance product visibility within search results, and display ads that reach users across the eBay network. eBay also offers a unique suite of tools that allow sellers to create personalized marketing campaigns targeting specific buyer segments.

The effectiveness of eBay’s ads is measured by metrics like ad impressions, click-through rates, and conversion rates. eBay provides sellers with comprehensive insights into their ad performance, helping them refine their marketing tactics to improve reach and engagement.

What sets eBay apart is its community-driven marketplace model, where both individual sellers and businesses can thrive. This diversity of sellers provides more varied advertising opportunities. Additionally, eBay’s flexible advertising solutions cater to different seller needs, from small businesses looking to gain visibility to larger enterprises aiming for extensive brand exposure.

The company has an 8% market share of the retail media networks market in Europe, second only to Amazon. Its advertising revenue in Europe was $487 million in 2023, up from $533 million the previous year. This represents a decrease of 10 percent, but it is still one of the top retail media networks.

Zalando

Zalando is Europe's leading online fashion and lifestyle platform, serving millions of customers across several countries. Established in 2008, Zalando has grown rapidly, expanding its product offerings to include clothing, shoes, accessories, and beauty products.

Zalando is the third largest retail media network in Europe, with retail media advertising revenues of $300 million in 2022 and $305 million in 2023, representing a 1.5% growth rate. According to the retail media network's own data, 180 000 products are sold every day, with 10 million views of product description pages every day.

Zalando’s advertising solutions are designed to help brands increase visibility and drive sales. Zalando Marketing Services (ZMS) offers a range of promotional tools, including sponsored ads, influencer collaborations, and targeted display campaigns. These tools enable brands to reach specific customer segments and promote their products more effectively.

Success on Zalando is measured through metrics such as sales uplift, brand visibility, and customer engagement. Zalando provides advertisers with detailed reports that track the performance of their campaigns, offering insights into what strategies are working and where improvements can be made.

Zalando's unique selling points include its strong focus on fashion and lifestyle, which attracts a dedicated customer base passionate about these categories. Additionally, Zalando’s advanced data analytics capabilities allow brands to create highly personalized and effective marketing campaigns. The integration of influencer marketing within its platform also adds a unique dimension to its advertising solutions, helping brands connect with audiences in an authentic and engaging manner.

Cdiscount

Cdiscount, one of France's leading e-commerce platforms, has a broad market presence and caters to a diverse range of product categories, from electronics to groceries. Launched in 1998, it has established itself as a key player in the European e-commerce sector.

Cdiscount offers a variety of advertising tools tailored to help brands boost their visibility and sales. These include sponsored product listings, display ads, and promotional banners strategically placed throughout the website. The platform uses advanced targeting capabilities to ensure that ads reach the most relevant audience segments.

Key performance indicators used to measure the success of ad campaigns on Cdiscount include click-through rates, conversion rates, and sales generated. Advertisers have access to robust analytics dashboards that provide real-time insights into campaign performance, enabling them to fine-tune their strategies for optimal results.

Lenovo, for example, has opted for Cdiscount. With the CARS Display & Video platform, on and off site diffusion and redirection Cdiscount product sheet increased visibility rates by 19% on site and 9% off site. But Mattel is another example: in their case, ROAS on investments using shopper data increased sixfold.

Cdiscount’s competitive edge lies in its strong market presence in France and its wide-ranging product catalog. The platform’s ability to offer tailored advertising solutions based on comprehensive consumer data helps brands connect with their target audience more effectively. Furthermore, the seamless integration of ads within the shopping experience ensures that advertisements are non-intrusive, enhancing overall user satisfaction.

MediaMarkt

MediaMarkt is one of Europe’s leading consumer electronics retailers with a robust online and offline presence. Founded in 1979, it has expanded to become a trusted name for electronics across several European countries.

MediaMarkt’s retail media offerings include a variety of advertising solutions such as product placements, sponsored listings, and banner ads. These tools help brands increase their visibility on the platform and engage with a tech-savvy audience.

The effectiveness of MediaMarkt’s advertising solutions is measured through metrics like ad viewability, click-through rates, and sales conversions. The platform provides detailed performance reports, allowing advertisers to track the impact of their campaigns and make data-driven decisions.

This spring, it launched the sponsored brand advertising category with the aim of generating even more revenue from retail media. Building on this development, the company has ambitious plans for retail media revenue, aiming to reach €45 million by the end of the 2025/2026 financial year. Retail media revenues have quintupled by the second quarter of the year, but the development will further fire the rockets.

A unique aspect of MediaMarkt’s retail media strategy is its strong integration with physical stores. This omnichannel approach provides advertisers with the opportunity to reach customers both online and in-store, maximizing their reach and engagement. The brand’s reputation as a consumer electronics expert also adds credibility to the advertisements featured on its platform.

Otto

Otto is a prominent online retailer based in Germany, offering a vast array of products from fashion to electronics. Founded in 1949, Otto has evolved from a catalog-based business to a leading digital retailer in Europe.

Otto Advertising manages the retail media network. According to their own data, they reach 30 million user accounts, guaranteeing 3 billion ad impressions per month. According to their statistics, they generate 5 clicks per second on sponsored product ads. The Otto Group's digital retail media advertising revenue in Europe was $116 million in 2022, $121 million in 2023 and is forecast to reach $124 million in 2024 - so growth is clearly on the horizon.

Otto provides a range of advertising solutions designed to enhance product visibility and drive sales. These include sponsored listings, display ads, and promotional banners. The platform also offers tools for creating targeted campaigns aimed at specific customer segments.

Otto measures success through key performance indicators such as click-through rates, conversion rates, and sales uplift. Advertisers can access comprehensive reports that offer insights into the effectiveness of their campaigns, enabling them to optimize their marketing efforts.

Otto’s unique attributes include its strong brand presence and extensive customer base in Germany. The platform’s ability to offer personalized advertising solutions based on detailed customer data helps brands connect with their target audience effectively. Additionally, Otto’s seamless integration of ads within its e-commerce ecosystem ensures a smooth shopping experience.

Obi

Obi is a leading home improvement retailer in Europe, with a significant presence in Germany and other countries. Established in 1970, Obi offers a wide range of products for DIY enthusiasts and professionals alike.

Obi’s retail media tools include sponsored product listings, display ads, and promotional content that help brands increase their visibility and drive sales. The platform’s advanced targeting options allow advertisers to reach specific customer segments effectively.

Success on Obi’s platform is measured through metrics such as ad impressions, click-through rates, and conversion rates. Advertisers have access to detailed performance reports that help them track the success of their campaigns and make data-driven decisions to improve their strategies.

Obi is constantly seeking newer and newer solutions. In this spirit, it has entered into a partnership with Berlin-based startup Framen. As part of the collaboration, the company will provide access to 220 video walls in its DIY stores. These will bring advertisers even closer to their customers, their target group.

What sets Obi apart is its strong focus on the home improvement sector, attracting a dedicated audience interested in DIY and professional projects. The platform’s ability to offer tailored advertising solutions based on comprehensive customer data helps brands connect with their target audience effectively. Additionally, Obi’s integration of ads within its e-commerce platform ensures a seamless shopping experience.

Retail media solution from Inhabitad

Inhabitad offers an advanced retail media solution focused on generating extra revenue through the sale of advertising space. This platform is designed to help brands grow by providing powerful advertising tools, which enable better product promotions. Vendors get to enjoy a flexible and user-friendly interface that makes campaign management simple and effective.

By utilizing first-party data, Inhabitad ensures a better shopping experience with personalized product recommendations. As a result, retailers can improve profitability and maintain full control over their ad-tech ecosystem.