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Exploring the trend that is Retail Media

Retail media as a marketing method has transformed the way brands and retailers engage with consumers online. In this article, we'll dive into this growing trend, exploring its impact on businesses, its profitability, and how businesses of all sizes can profit from it to drive revenue and foster stronger relationships with customers and partners.

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What is Retail Media?

Retail media refers to a marketing method aimed at the end user, where brands and suppliers of the retailer can promote their products with sponsored product ads on search results or PLP’s, including the option of specific promoted spots.

Unlocking profitability with Retail Media

Retail Media has gained considerable traction, with the global retail media advertising market being worth about 16.1 billion euros in 2024, and is expected to reach 25.1 billion euros by 2026.

Retail Media -blogpost

For years, businesses like Amazon and eBay have dominated the retail media market, with Amazon accounting for 54% of the market in terms of advertising revenue.

But how can Relewise Retail Media be implemented in our strategy?

It involves forward-thinking strategies such as encouraging brands and suppliers to join a program, granting them exclusive access to a precise and vast data set of your customers.

Then, by leveraging Relewise's sophisticated retail media solution, businesses can enable the sale of personalized ad spaces within a variety of placements, like search results or PLP’s, to third-party vendors. As a result, when sponsored content appears for users, it is highly personalized.

The opportunity for every business

Contrary to popular belief, the tools and technologies that drive retail media success are now broadly available to a large portion of multi-brand e-commerce businesses with Relewise Retail Media. This means that almost every businesses can tap into this trend and reap significant benefits from it, including new revenue streams and stronger collaborations with partners.

You can learn more about how Relewise can help you with your Retail Media efforts here.

But, seizing this opportunity means more than creating new revenue streams and fostering stronger collaborations with your partners. It also means that you can improve your business without sacrificing a good user experience—a win-win situation for businesses and suppliers seeking effective promotional routes.

As you can see, this is one of the trends that, if properly adopted, has the ability to significantly differentiate an average business from those who are truly successful.

How it's done

It’s critical to align the promoted products or brands with user behavior and preferences. The last thing you want is for users to become irritated with irrelevant sponsored content they feel is being pushed on them just because you’re being compensated for it.

The objective is to promote specific products on your site in a variety of ways that are in alignment with user behavior, the wishes of your vendor, and the strategic goals inherent in your partnership. This also means you must be attentive to making sure these search results and sponsored product ads are provided in real time, adjusting to the behavior of the user as they navigate, and offering value at every step of the journey.

 

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Sponsored Product Ads

Secure higher positions in category sorting to ensure products gain prominence within relevant segments, boosting discoverability.

Relewise Retail Media supports Sponsored Product Ads on Product Landing Pages – whether that’s through browsing categories, or in searches.

Sponsored Product Ads are shown near the digital point of purchase as a way to convert high-intent shoppers into customers. This is one of the most effective type of pay-per-view marketing tools that allow brands and suppliers to advertise their individual products on retailers online marketplaces.

Relewise Retail Media ensures that the sponsored ads shown always are relevant to the search or to the category. This means, that when a shopper for example is searching for glassware, Relewise will only show sponsored ads within glassware.

These ads can be portrayed similar to organic product content, and therefore provide shoppers with a non-intrusive ad experience. As a Relewise user you can choose how the ads appear. That may be at the top of the product listing, middle, next to organic product content, or even mixed on the page overview. And Relewise users select how many sponsored ads to show on any given location, and can vary the number between their desktop, tablet and mobile views. 

Summing up

Recognizing retail media as a key revenue stream and making it an integrated part of your strategy will become increasingly important for retailers looking to gain strategic advantages in the coming years. It’s a way of further exploring your e-commerce’s potential while remaining competitive and offering users a seamless experience.

Want to learn more about how Relewise Retail Media can benefit both brands and retailers

Relewise Retail Media enables brands to connect with shoppers through highly relevant ads near the digital point of sale on retailer websites and apps.

Learn more here icon-star