Retail Media Monthly: The Target Corner

Advertising at Target was Led by Apple’s iPad

At Target, Retail Media impressions totaled 2.8B in August, climbing +6% from July. Target’s top advertisers represented a range of aisles, from electronics to baby care. Many of the leading brands tailored their messaging to capitalize on the back-to-season, such as BYOMO’s “College Haul” skincare campaign and Beats’ “For Fun & Focus This Semester” headphones campaign. Below, we’ll take a closer look at Target’s top 3 advertisers.

Apple’s iPad Topped the Charts with “New School is Here” Campaign

In August at Target, Apple’s iPad earned more impressions than any other advertiser (41M). Their activity was led by a hero YouTube ad with a “New School is Here” tagline, which highlighted the iPad's role in the classroom. Still images from the video creative were used to amplify the message on Target’s Facebook, while OnSite Display ads featured a pricing message to help drive conversion.

Pampers’ Multichannel Strategy Promoted their “Leakproof” Diapers

Pampers nearly doubled their impressions at Target MoM (+95%), driven by a multichannel campaign promoting their Swaddlers 360° diapers. Pampers tapped into six different channels within Target’s ecosystem, while maintaining high creative consistency to deliver a cohesive campaign. In August, Pampers advertised their Swaddlers almost exclusively at Target, where 95% of their August Retail Media impressions occurred.

At Target, Amazon Prioritized Multi-Product Ads on OnSite Display

Amazon promoted five different product lines at Target, often bundling them together into multi-product ads. The majority of Amazon’s impressions ran on OnSite Display, suggesting a strategic decision to reach consumers while they’re in a high-intent mindset. Messaging often featured a back-to-school theme, even for Ring security, where ads encouraged shoppers to “Start the School Year with an A+ in Safety.”

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