Consumers are only slightly aware of the creeping change. They quickly get used to the fact that it's no longer just search engines, social media, news portals and the like that place adജs on their screens. are no longer the only ones placing ads on the screen. Increasingly, retailers are also making money from the reach on their channels. Because instead of Google, younger Internet users in particular are increasingly starting their shopping trip on the Web directly on the pages of their favorite retailers and trendy s💞tores. The lucrative billion-dollar business of sponsored product ads, banners, links, and content features has already given retail media an 18 percent share of global digital advertising revenue by 2022.
What Is Retail Media?
Retail Media includes advertising and marketing activities on retail platforms and e-commerce web♏sites, in online stores, mobile apps or in brick-and-mortar retail sto🔯res. Advertisers can promote their products and services on paid spaces.
Marketin🦄g expꦺerts see good reasons for this development:
- Thanks to ChatGPT and the✱🐓 like, search engines are losing their nimbus as the perfect entry point to the surfing experience - and thus their value as an advertising platform.
- Retail media offers brands an effective way of reaching target groups in their direct environment when they are actively searchi🧸ng for relevant products and services🐼.
- Retail media can no🐼t only serve the purchase conclusion at the end of the marketing funnel, but also enable complete om💦nichannel campaigns across the entire customer journey.
- As third-party cookies will be eliminated in the future, data protection-compliant tracking and targeting solutions, transaction proximity, and customer knowledge of the retail platforms will c🦋ome into play as a replacement.
- Online stores can generate ꧒additional revenue 💧by marketing their reach through advertising.
