The quiet revolution of retail media – why advertising on shopping platforms becomes an integral element of media strategy

For the past few years, there has been talk of the so-called quiet revolution taking place in the advertising industry. This has to do with the increasing importance of shopping platforms, such as Amazon and Allegro, in the marketing strategies of various brands.

Advertising on shopping platforms, also known as retail media, is becoming an increasingly important element of the marketing mix, and its share of advertising budgets is growing year after year. According to a report by eMarketer, in 2022, retail media advertising will account for as much as 36% of the total advertising budget, an increase of over 10 percentage points from 2020.

What makes advertising on shopping platforms so important for marketers? Above all, it is a place where consumers are already engaged and willing to make a purchase. When looking for a product online, they come across sites such as Amazon or Allegro, where they can compare prices, read customer reviews, and make a purchase. It is at this stage that retail media advertising has the opportunity to reach potential customers and convince them to make a purchase.

According to a report by eMarketer, in 2022, retail media advertising will account for as much as 36% of the total advertising budget, an increase of over 10 percentage points from 2020.

Advertising on shopping platforms differs from other forms of advertising in that it is very precisely targeted. Thanks to advanced analytical tools, advertising can be directed at specific groups of recipients, depending on their interests, purchase history, or demographics. This significantly increases the effectiveness of advertising and allows for better results with less financial investment.

Another advantage of retail media advertising is its multichannel nature. Advertising can be placed not only on the shopping platform’s website, but also in its mobile app, on social media, or through email marketing. This allows the brand to reach its target audience through various channels and increase the chances of making a sale.

In addition, retail media advertising allows for a high level of measurement and optimization. The shopping platforms have access to detailed data on the effectiveness of advertising campaigns, which allows for constant testing and improvement. This allows marketers to fine-tune their campaigns and get the most out of their advertising budget.

Overall, the quiet revolution of retail media is driven by the increasing importance of shopping platforms in the purchasing process and the ability to effectively target and measure advertising on these platforms. As a result, advertising on shopping platforms is becoming an integral element of media strategy for many brands.

 
 

 

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