A retail media network (RMN) is an advertising ecosystem that connects brands with retailers, allowing suppliers to deliver marketing campaigns to a retailer's audience. It expands on a retailer's physical media products that they offer to their suppliers (such as in-store signage), and augments this with a more digital focused media product offering.
The retail media network provides retailers with a way to monetise their audiences, and it provides brands with a way to reach consumers at the point of purchase or with high intent signals.
Retail media networks are a relatively new phenomenon, and it is still evolving and growing in popularity. Changes to the digital ecosystem such as the phasing out of third-party cookies has meant a renewed interest in and importance of first-party data owners acting as media companies.
Retail media networks are becoming an increasingly important part of the digital advertising ecosystem, and they are expected to continue to grow in popularity in the years to come.
Amazon and Walmart are some of the biggest players in the retail media network space, offering their suppliers a wide range of advanced media products both on-site, as well as scaling across social media, display and video channels.
Retail media network campaigns are proven to perform. Independent research on Amazon Ads found a 2.8X higher in-store sales lift compared to the all-publisher norm and 450% higher purchase intent lift than the industry average on mobile campaigns.
The most advanced retail media networks incorporate cross-platform digital campaigns, digital OOH, in-store and print for a truly omni-channel offering. Request a demo to learn more about how Shopometry can help you build and scale an in-house retail media network.
