Recently, Retail Media Networks (RMNs) have been all the rage with CPG advertisers. It’s easy to get caught up in the hype and excitement of this ‘new’ media channel. It does show a lot of promise! Its ability to reach in-market consumers with personalized messages and track their purchase journey is appealing to both brands and retailers. But before you go googly-eyed over the data metrics make sure you add a little bit of commonsense into your media plan.
1 - Don’t put all your eggs in one basket
Retail Media Networks are great tools, but this isn’t Texas Hold’em, and you shouldn’t go “all in”. According to the IAB, most retail transactions still occur in physical stores, in fact, per Andrew Lipsman, an independent analyst at Media, Ads + Commerce “leading retailers experience 70% larger in-store audiences compared to digital audiences.” So, if you invest your media budget in just the RMNs owned digital properties like their website and app you are missing out on a very large audience. A balanced approach that incorporates in-store advertising, as well as traditional advertising channels, will benefit your brand and goals.
2 - Know your surroundings
A balance of on-site and in-store advertising is a good plan, however, it’s important to scrutinize your placement in-store just as you would any digital or traditional advertising campaign. In-store opportunities include anything in the store and range from playtime on the store’s audio system to digital screens to point-of-purchase display units.
However, you need to know your surroundings. Unless you are selling gum or breath mints, it does no good to advertise your product on digital displays at the checkout. Nobody is leaving the checkout line to pick up a jar of mayo because they just saw an ad.
At the checkout, your customer has already made their decision and is on their way out. They are not open to suggestive selling at this point. Make sure that your digital ads are placed in a “commonsense” location – the deli counter would be a great place for a mayo ad!
3 - Be careful of oversaturation
The average grocery shopper visits multiple grocery stores per week, in fact, 67% of grocery shoppers visit 2 or 3 stores every week. A majority of customers you reach via a single RMN are not exclusive to that RMN. That individual consumer is going to visit multiple retail locations each week with the opportunity to be “served” your ad. This means that calculating accurate reach and frequency is very difficult. Utilizing multiple and competing RMNs in the same area can result in an oversaturated advertising campaign and reduced ROAS.
Retail Media Network advertising is the next big thing to come to the advertising world. Its access to first-party data and ability to track the customer through their purchasing journey is like nothing previously encountered. Its precise targeting abilities and data analytics give RMNs an edge over other advertising channels. However, just like any other advertising channel, it is important to add a little commonsense into your media planning to make sure it’s well-balanced, in the right location, and not overexposed.