How to maximise your media investment with Retail Media
Retail media has rapidly emerged as a powerful tool for brands looking to engage shoppers at key decision-making moments. In today’s world, consumers no longer go shopping. They are always shopping. With access to first-party data and highly targeted ad placements, retail media networks (RMNs) allow brands to reach high-intent shoppers with precision. To maximise media investment, brands must use RMNs to create data-driven strategies that align with the customer journey.
Retail media advertising is more than just another media channel
Retail media is not just another advertising platform—it’s a game changer for brands looking to connect with consumers in meaningful ways. Expected to grow by 21.9% in 2025, retail media is the fastest growing digital channel (Global Ad Spend Forecasts 2024).
55% of consumers say that they enjoy trying out new shopping experiences (Dentsu Consumer Vision). Meanwhile, 82% of smartphone users consult their phones while making in-store purchases (Google), highlighting the importance of an engaging and integrated online and offline retail media strategy.
Unlike some traditional media, retail media enables brands to uniquely position their products in front of high-intent shoppers. Whether through sponsored search, on-site display ads, or off-site programmatic targeting, brands can influence purchasing decisions at the most impactful touchpoints in the customer journey.
Our Integrated Solutions Lead for Retail & Commerce in the UK, Paul Lynch, breaks down his thoughts on the future of the retail industry for 2025 here, if you’d like to learn more.
Retail media examples for advertising brands
To unlock the full potential of retail media, brands need to take a strategic approach. Here’s how:
1. Leverage retailers’ first-party data for precision targeting.
One of the most powerful advantages of retail media is access to first-party data. Retailers know exactly what their customers are browsing for and purchasing, providing brands with an unprecedented level of insight into shopper behaviour. Those that tap into this new data source will build a competitive advantage and get closer to their customers.
2. Align with the customer journey.
Retail media allows brands to engage consumers at multiple stages of the buying process, from awareness to purchase. To maximise ROI, brands should map out their customer journey and align their media spend accordingly.
- Upper-funnel activity (e.g. video and display ads on retailer sites) can drive brand awareness and consideration.
- Mid-funnel strategies (e.g. sponsored product ads) help influence purchase decisions.
- Lower-funnel tactics (e.g. personalised promotions or retargeting) can drive conversions and repeat purchases.
3. Integrate retail media with wider marketing efforts.
Retail media should not operate in a silo. To drive long-term brand growth, brands must integrate retail media within their broader omnichannel strategy to create cohesive, cross-channel experiences. In turn, this synchronised approach will allow brands to drive improved conversion and loyalty through personalised experiences and targeted marketing efforts.
If you want to learn more about how to take a multichannel approach to retail media, check out this blog.
4. Optimise for performance.
Measurement is critical to success in retail media. Brands should focus on metrics that go beyond a short-term sales lift - such as customer lifetime value, repeat purchase rates, and incremental revenue. By continuously testing, analysing, and optimising campaign performance, brands can refine their strategies and ensure they are generating sustainable growth.
5. Build stronger retail partnerships.
Collaboration with retailers is key to unlocking retail media’s full potential. Brands should work closely with retail media networks to gain access to valuable insights, explore co-branded opportunities, and align on shared objectives.
The future of retail media advertising
As retail media continues to evolve, brands that invest in the right strategies today will be well-positioned for success in the future. The next phase of retail media will see further advancements in AI-driven personalisation, more sophisticated attribution models, and deeper integration with in-store and omnichannel experiences.
Retail media is not just a trend—it’s a fundamental shift in the way brands connect with consumers. By harnessing its full potential, brands can drive higher returns on their media spend, increase brand visibility, and ultimately, win at the digital shelf.
To learn more about how dentsu can help you optimise your retail media strategy, get in touch with our team today. Or, to learn more about retail media watch our video series here.