Retail-Media is the new Retargeting

At a time when data protection is increasingly coming into focus and the possibilities of traditional retargeting are being restricted by the introduction of the GDPR, advertisers are looking for new, effective ways to reach their target groups. Retail media, the advertising medium offered by brick-and-mortar retailers, is proving to be a promising alternative. But what exactly makes retail media so attractive and why should companies rely on this format?

The end of an era?

For a long time, retargeting was the gold standard in digital marketing. The ability to retarget users who had already shown interest in a product led to high conversion rates. However, with the introduction of the GDPR and the associated restrictions on the use of third-party cookies, this model is coming under increasing pressure. Advertisers are faced with the challenge of finding new ways to reach their target groups effectively and in compliance with data protection regulations.

Retail Media - The new power in digital marketing

Retail media offers an attractive alternative here. This is advertising space provided by stationary retailers on their own online platforms. These can take the form of banners, sponsored products or product placements in search results. The big advantage: the data used to display the advertising comes directly from the retailer and is therefore compliant with data protection regulations.

The advantages of retail media at a glance

• High relevance: The advertising is displayed in an environment in which the user is already looking at products. This significantly increases the likelihood of a conversion.
• Precise targeting: By using first-party data, advertisers can define their target groups very precisely and thus increase the effectiveness of their campaigns.
• Measurability: Retail Media offers comprehensive tracking options. Advertisers can precisely measure and optimize the success of their campaigns.
• Direct influence on sales: In contrast to many other advertising formats, retail media leads directly to sales.
• Synergy effects with brick-and-mortar retail: Retail Media offers the opportunity to link online and offline marketing activities and thus create a holistic customer journey.

Why companies should rely on retail media

• Higher conversion rates: Due to the high relevance and precise targeting, advertisers can achieve higher conversion rates with retail media than with other advertising formats.
• Increased brand awareness: Retail media offers the opportunity to reach a broad target group and increase brand awareness.
• Stronger customer loyalty: Through personalized advertising, advertisers can strengthen customer loyalty and increase customer retention.
• Flexibility: Retail Media offers a variety of advertising formats and targeting options that can be adapted to the individual needs of advertisers.

Our result

Retail media is more than just an alternative to retargeting. It is a powerful tool that enables advertisers to reach their target groups effectively and in compliance with data protection regulations. The advantages are obvious: high relevance, precise targeting, measurability and a direct impact on sales. Companies that rely on retail media can optimize their marketing activities and sustainably increase their success.

Source: original text from https://www.tanzer.agency/retail-media-ist-das-neue-retargeting/