Retail media is rapidly transforming the advertising landscape, offering brands powerful ways to connect with shoppers at key moments of the buying journey. But how much do you really know about this evolving space?Let’s put your knowledge to the test with these True or False statements about retail media.
1. Retail media is just digital advertising within an e-commerce website.
False. While retail media does include digital ads on e-commerce sites, it extends far beyond that. It covers a wide range of placements, including in-store digital screens, email promotions, OOH media, moving media, and even off-site campaigns leveraging first-party data from retailers.
2. Retailers can use first-party data to improve ad targeting.
True. Retailers have access to rich first-party data, including purchase history, browsing behavior, and demographic insights. This data enables highly targeted advertising, improving relevancy and ROI for brands.
3. Retail media only benefits large brands with big budgets.
False. While major brands invest heavily in retail media, smaller brands can also benefit. Many retail media networks offer flexible budget options, high-ROI / low-cost initiatives and performance-based pricing models, making it accessible for businesses of all sizes. Plus, all retail media networks are flexible, meaning you can start small and expand (or invest) as you grow.
4. Retail media is more effective than traditional advertising.
True (in many cases). Retail media has an advantage because it reaches consumers at the point of purchase or close to it. With data-driven targeting and real-time measurement, retail media often outperforms traditional media in terms of conversion rates and ROI. There’s a big “BUT” though. They are limited to smaller audiences than traditional advertising. So, the case here would be not choosing one over the other, but enrich your media plans with both.
5. Retail media is limited to online shopping experiences.
False. Retail media is not just for e-commerce. In-store advertising, digital signage, and personalized promotions at physical retail locations are crucial elements of a well-rounded retail media strategy.
6. Retail media offers brands access to audience insights they can’t get elsewhere.
True. Since retailers have direct relationships with their customers, they collect deep insights into shopping behaviors. These insights provide brands with unique opportunities for personalized and effective advertising. Getting in touch with those shoppers using this angle is practically unique to each retailer.
7. Retail media is just a short-term trend.
False. Retail media is one of the fastest-growing sectors in advertising. As retailers continue to invest in their media capabilities and brands seek more data-driven marketing solutions, retail media is here to stay. Not only that, retail media are not cookie-dependant, so it’s future-proof by design.
Did any of these statements surprise you?
Retail media is revolutionizing the way brands reach consumers, making advertising more targeted, measurable, and effective. At Kotsovolos, our retail media network is at the forefront of this transformation, offering brands an integrated platform to engage shoppers across multiple touchpoints—both online and in-store, empowering brands to reach any segment and drive tangible results.