What is eretail media?

Table of Contents

What is eretail media?

Eretail media is online advertising on retailer websites. The most common and traditional form it takes is banners, which are known as static because they are simple display ads. They are found on retailer’s home pages, product pages and category pages. 

Rich media is another type of media, and it transforms or is interactive in some way. Carousel ads are yet another option that feature rotating images or videos, which can be particularly good for bundling multiple products together. 

Another type of media is programmatic ads, which offer a scheduled, automated purchase of ad space.

Eretail media is undergoing major change

There is a lot of talk about retail media in the CPG industry right now, and for good reason. The industry is undergoing a ‘seismic shift’ as BCG says. There is growing movement into ecommerce, as the following graph demonstrates, and this inexorable rise follows an established path to digitization other industries have already taken.

The trend was accelerated by the pandemic and is one reason why eretail media is growing–it simply accompanies ecommerce expansion. However, there are two additional reasons for the uptake in online media.

The first is that with the explosion of grocery ecommerce during lockdown, out of stock rates were elevated over the last year, creating a lot of churn for the most sought-after products. This means shoppers were often forced into trying new products. This has provided an ideal opportunity for smaller brands to gain a foothold, and eretail media has been the best way to do so. It’s significant because new product trial can be positive and if so, the challenger brand often slides into a shopper’s favourites in an app or simply becomes a repeat purchase. This can have long-term consequences. 

This graph outlines the portion of the market small and medium brands currently claim. Their market share is growing.

The other, most significant factor leading to explosive growth in eretail media lies in data collection and personalization, also known as micro-targeting. The opportunity here is game-changing and BCG calls this shift as significant as the shift from traditional to digital media.

 A once-in-a-generation sea change, not unlike the move from traditional to digital media over a decade ago.

BCG

This change is about the end of 3rd party cookies. Firefox and Safari stopped using them years ago and Google announced plans to end them in 2020. They have pushed the date back twice and currently the end of cookies has been delayed to 2023. The implications for the end of 3rd party cookies are far-reaching and will indeed transform online advertising.

Personalization is the future

The consequences for CPG retailers of the end of third party cookies–cookies generated not by the sites a user visits, but a separate, advertising server party–are significant because the data that they collect on their sites will become particularly valuable. Their privileged position as 1st party data collectors will allow them to function like media companies, giving them a potent platform to sell ad space and giving them possession of increasingly precise shopper data.

The major eretail media KPIs

One of the benefits of online advertising is the ability to precisely track the location and duration of banners right across a category which renders insight into competitor activity while demonstrating the effectiveness of a given campaign or promotion. The main KPIs are share of voice, type, location and duration of activation. Search ranking isn’t retail media strictly speaking but it plays a central role in sales and is connected to all the other KPIs and is implicated in media.

Build strategy around key tools and retailers

Using retail media effectively requires localized executional plans and monitoring in place to track their effectiveness. Different strategies need to be developed for different regions, categories and retailers. The more detailed and precise a plan is, the better its returns will be. The foundations of ecommerce and a well thought out digital shelf need to be in place to get the most out of a media spend. For instance, if a product isn’t well monitored for availability and is out of stock during a banner campaign, the media buy can only yield zero results.

Related content
Ebooks

Out of stock decision tree

This handy, step-by step guide walks you through all the possible out of stock issues you could encounter. The questions it poses guide you through whichever issue you’re having until it leads you to the solution. Keep this one nearby!

Read More »
Ebooks

Pricing benchmark US March 2023

This report contains insights about price differences between March 2023 and March 2022. 29 categories are analyzed at all the major retailers in the US, including Amazon. Variations in private label and branded products are included.

Read More »
Ebooks

Pricing benchmark UK March 2023

This report contains insights about price differences between March 2023 and March 2022. 33 categories are analyzed at all the major retailers in UK, including Asda. Variations in private label and branded products are included.

Read More »
Ebooks

Benchmark de l’inflation des prix en France Mars

Ce rapport contient des données font par DIbyNielsenIQ sur les différences de prix entre mars 2023 et mars 2022 y compris une analyse comparative détaillée des tendances en termes de prix. Ce benchmark divise en quatre parties la variation de l’inflation des prix pour tous les majeurs enseignes en France.

Read More »

Privacy policy

Data collection - Use of cookies - Consent

DataImpact undertakes to ensure that the collection and processing of your data, carried out from the www.dataimpact.io site, comply with the Data Protection Act and the RGPD. This processing is necessary for the execution of our services and the internal functioning of our company. For any information on the protection of personal data, you can also consult the site of the Commission Informatique et Liberté www.cnil.fr.

Identity of the data owner:

Personal data are collected by : Société par actions simplifiée DataImpact whose registered office is at 39 Rue Lucien Sampaix, 75010 Paris, RCS PARIS 799 367 222 T: +33 (0)1 42 51 87 08

Purpose - use of your data:

DataImpact is likely to collect personal data about you for the purposes necessary for its activity, whether in terms of recruitment, responding to your requests for information, execution and monitoring of service contracts. Types of data collected: DataImpact only collects data that is strictly necessary for the purposes of its activity. The personal data collected can be the following:

-In the context of a request for information (name, first name, email, telephone, company name).

-As part of a recruitment process: (surname, first name, email, telephone, company name), information on the curriculum vitae (marital status, surname, first name, date and place of birth, nationality, professional background, academic background, hobbies)

-If necessary, connection data including your IP address may be collected for purely statistical purposes.

Origin of the data:

The personal data collected by DataImpact are those directly given by the person concerned when using the contact form or surfing on the site www.dataimpact.io.

Intended transfers of personal data to a non-EU Member State:

To date, DataImpact does not transfer, nor envisage any transfer of your personal data to a non-European Union member state.

Retention period of the categories of data processed:

Connection data are kept at the latest within one year after connection to the www.dataimpact.io website.
Data relating to applicants for a post are kept at the latest five years after the last contact, with a view to possible recruitment.

Data of prospects are kept no later than three years after the last contact.

Customer data are kept for the duration of the service contract.

Protection of your data:

DataImpact ensures that its employees and service providers, subcontractors or hosts, also respect the absolute confidentiality of the information provided to them.

We maintain in-house electronic and organizational security measures in relation to the collection, storage, and communication of data.

Your rights under the Data Protection Act:

DataImpact takes all appropriate measures in order to facilitate the exercise of the rights of its clients regarding their personal data (right of access, rectification, deletion, limitation of processing, portability, to define the fate of its data after death).

The information provided in connection with the exercise of these rights is provided in writing or electronically. On request, the information may be provided orally. All requests should be sent by post to 739 Rue Lucien Sampaix, 75010 Paris or to [email protected]

In accordance with the regulations in force, your request must be signed and accompanied by a photocopy of an identity document bearing your signature and specify the address to which the reply should be sent. A reply will then be sent to you as soon as possible and in any event within one month of receipt of the request.

Flows out of your data after your death:

The new article 40-1 of the French Data Protection Act allows individuals to give instructions regarding the storage, deletion and communication of their data after their death.

You can read the procedure relating to these directives by following the following link: “https://www.cnil.fr/fr/ce-que-change-la-loi-pour-une-republique-numerique-pour-la-protection-des-donneespersonnelles#mortnumerique”.

Cookies:

You are informed that, during your visits to the www.dataimpact.io website, a cookie may, if necessary, be automatically installed on your browser software. A cookie is a small file stored on your computer. As such, it is a block of data that does not allow users to be identified but is used to record information relating to their browsing on the site. Cookies are used, on the one hand, to facilitate your navigation on the site and, on the other hand, for statistical purposes. In order to better know the frequentation of the site, we (mainly) measure the number of pages viewed, visitors, visits, as well as the activity of visitors on our site and their frequency of return.

The parameters of the browser software make it possible to inform about the presence of cookies and possibly to refuse them in the manner described at the following address “http://www.cnil.fr/vos-libertes/vos-traces/les-cookies/”.

You have the right to access, withdraw and modify personal data communicated through cookies under the conditions indicated above.

Terms of Service

Article 6 III of the Law of 22 June 2004

Société par action simplifiée DataImpact
39 Rue Lucien Sampaix, 75010 Paris
T: +33 (0)1 42 51 87 08
M: [email protected]
RCS PARIS 799 367 222

Director of publication: Yacine TERKI

Hosting : O2 SWITCH 222 Boulevard Gustave Flaubert 63000 Clermont-Ferrand

Terms and conditions of use:

The information contained and consultable on this site is provided for information purposes by DataImpact. They can be modified at any time without notice. Under no circumstances does it constitute advice or a service of any kind whatsoever. You assume full responsibility for the use of this site or the information it contains.

DataImpact cannot be held responsible for damages related to the consultation or use of the website by the user. Hypertext links may refer to third party sites over which DataImpact has no control.

DataImpact declines all responsibility for the content of these sites. The use of this service is reserved for strictly personal use. Any reproduction or representation, of all or part of the information, brochures or logos contained on the site, on any medium whatsoever, is prohibited. Failure to comply with this prohibition constitutes an infringement that may result in civil and criminal liability of the counterfeiter.