How to make retail media networks work for your brand

Retail media networks have exploded in popularity. Brands have been steadily increasing their ad spend on platforms such as Amazon, Walmart and Target, hoping to reach customers where they shop. However, many of these brands face challenges when it comes to measurement, attribution and differentiation. The key issue? Retail media networks can be a black box, with complex systems that often feel more like a maze than a tool to drive ROI. Here’s how you can stop struggling with retail media networks and start making them work for you. Start with clear goals, not just reach Many brands step into retail media with broad ambitions, but success comes from focusing on specific, outcome-driven goals. While reach plays a role, retail media networks are built on performance and deliver strong returns through lower-funnel placements such as sponsored product ads and onsite banners. Expanding reach comes in later phases through offsite programmatic, social and CTV activations. NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today The best retail media strategies start with a clear understanding of what success looks like. Are you aiming for direct sales, higher basket sizes or improved repeat purchases? Aligning your budget and creative to these objectives ensures your media investments drive measurable outcomes rather than just impressions or clicks. Leverage data to create personalization A big advantage of retail media networks is the wealth of data they provide. Brands often overlook the opportunity to use this data beyond just targeting ads. Using first-party data allows you to segment your audience and create more personalized, relevant ads. For instance, if you're advertising on Walmart Connect, its retail media network provides insights into customer behavior, including search history, browsing behavior and past purchases. By tapping into this data, you can tailor your messaging to the needs of specific segments rather than using a one-size-fits-all approach. Take the example of Partake Foods, a U.S.-based CPG brand specializing in allergy-friendly snacks. By leveraging retail media networks, Partake Foods has been able to hyper-target consumers and improve ad relevance. They use everything from purchase patterns to browsing history to reach consumers when they are most likely to buy. This personalized targeting has led to a 34% increase in return on ad spend (ROAS), doubled click-through rates year over year, and a 3% increase in conversion rates. Maximize measurement and attribution Attribution is often one of the biggest pain points when it comes to retail media networks. With so many touchpoints and no standard measurement tools across platforms, it can be hard to understand the true impact of your campaigns. One effective approach is to invest in a unified measurement system that can pull data from all your retail media networks into one view. This allows you to track key metrics like conversion rates, ROAS and customer lifetime value across different platforms. With a more holistic view of your ad performance, you can see what’s working and quickly pivot if necessary. Procter & Gamble serves as a strong example. By linking its Amazon campaigns to real-time performance dashboards, it has been able to fine-tune its strategies. This data integration lets P&G track the exact influence of its retail media buys on sales, inventory and consumer behavior, allowing it to adjust ad spend on the fly based on results. Optimize creative for retail environments Creative optimization is just as important as the data you use. In retail media, context matters. Ads need to stand out but also fit seamlessly into the shopping experience. Consumers are not just browsing for entertainment; they are making purchasing decisions. Your creative needs to cut through the noise while aligning with the shopper's intent. Gen Z Career Forum Get practical advice on launching your career and excelling in the industry Register today One way to do this is by focusing on short, impactful creatives that highlight the unique value of your product. Think about the things that make your product stand out in a crowded marketplace, whether it’s a special promotion, product benefits or reviews, and incorporate those into your creative. Brands such as Nestlé have seen success by using concise, tailored messaging that addresses shopper needs directly and reinforces the brand’s value in a competitive retail environment. Avoid the pitfalls and stay agile As retail media networks become more saturated, brands risk getting lost in the crowd. The key to staying ahead is to remain agile and test different strategies frequently. Retail media is a dynamic environment that’s constantly evolving, with new features, tools, and measurement techniques emerging all the time. It’s easy to get stuck in the habit of doing the same thing because it’s familiar, but the best brands are always experimenting. Keep your creative fresh, try new ad formats, and test different bidding strategies. Constant testing and learning are essential to finding what works best for your brand and ensuring you’re getting the most out of your retail media investment. Super Bowl ad review The best and worst commercials from the Big Game Click here

How to make retail media networks work for your brand

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