Retail Media is a media strategy that consists of displaying ads on websites, apps or other digital platforms of retail companies. It allows you to reach users who are already in the process of purchasing, making the message more receptive and also more personalized, since the segmentation is done by the retailer’s own user registration base.
The advertiser can be either someone
Who sells their products or services on their own website or app, or someone who does not use the platform for this purpose, but who also wants to reach the retailer’s audience.
It is a rising strategy, already occupying brother cell phone list place in the United States (an excellent thermometer for marketing actions) among the most used channels for digital advertising, but its popularity has not yet reached its peak in Brazil.
The growth of Retail Media was by the pandemic. When companies their investments on developing technologies for their online sales platforms. Increasing the number of retailers with a presence in the digital market.
And it is a market that continues to have great potential, regardless of Covid control, as access to technology is only increasing: data from Comscore (a US internet analysis company that serves large companies, advertising agencies and media companies around the world) indicate that more than 131 million Brazilians are connected to the Internet, with usage time per user being 3h45 per day on average.
The reasoning and purchasing format are similar
To traditional Ads and also to Google Ads, the difference being the source of the data, which is the retailer itself. This also impacts better control of compliance with privacy policies such as those required by the General Data Protection Law (LGPD), since the user has already given their consent and permissions for use at the time of registration.
With Retail Media, you can buy ads on the what is open source? a complete guide to network on different pages of your platform and thus target each message to the different stages of the customer’s purchasing journey. You can advertise your product or service on the home page, on category or product pages, in the search bar, or other pages.
Efficiency is one of the characteristics of the strategy
Because in addition to the rich registration information. That directs the ads to the right target audience. The message itself can in a more way to become more relevant.
Furthermore, the customer is not in a uab directory of distraction or leisure. When they are on a retail website. Their focus being towards consumption. For this reason they are more likely to consider the advertisements displayed on the page they are visiting.
In other words, the Retail Media strategy has the potential to reach the right consumer, at the right time and with content that is more relevant to their type of interest.