Retail Media Playbook: A Data Driven Guide for Marketers

Our Retail Media Playbook is a crucial guide to help identify how retailers and brands can leverage first-party data across a wide range of advertising channels for OnSite, OffSite, and In-Store retail media. 

The Benefits of Retail Media

While consumers also stand to benefit with more relevant, personalized shopping experiences, our playbook details the most significant advantages for both retailers and brands, providing data-driven insights to help maximize the full potential of retail media, including: 

Here are some of the key takeaways from the report:

Benchmarking and Setting Your Budget

In 2024 the median spend among the top 50 Personal Care advertisers was $2M, while the median in Food and Beverages was $1.2M. Knowing your category and what competitors are spending is a great starting point to help you set realistic budgets based on competitive positioning and market ambitions. In Food and Beverages, for example, the top 25% of brands spent over $3.8M, while the bottom 25% invested less than $671k. 

Optimizing Your Channel Selection

Where are brands investing? Retail media encompasses a wide range of digital media channels, each playing a unique role in reaching consumers. In 2024, Facebook captured the largest share of retail media ad spend with 22%, followed closely by OTT at 19%, YouTube with 18%, and TikTok at 14%.

Navigating seasonality 

Once you’ve identified retail partners and established some budget parameters, a natural next question is, when should I advertise? Retail media can be heavily influenced by seasonality, as competition intensifies around key shopping periods. 

The Home and Garden sector, for example, heavily fluctuates based on seasonal events like spring lawn care and summer home improvements. To maximize impact, brands must consider the unique patterns for their category and make strategic decisions about when to compete and what it will take to make an impact.

But, we’ve only scratched the surface. Our playbook will give you actionable insights and case studies to help you tailor your retail media strategy, including a preview of our newest data set for Amazon’s US retail media network, and spotlights on retail media in the UK and Canada. 

Want to learn more about Retail Media Insights and how to develop a winning strategy? Click here to download the full playbook.