What is a Retail Media Network?

What is a Retail Media Network?

The marketing and advertising industry is a fast-paced industry.

With technology evolving rapidly, people have found it more convenient to do their shopping and other transactions online.

With digital interactions overtaking in-person activities, this shift in people’s lifestyles means one thing for businesses — they need to pivot fast. Failure to do so can only lead to losing customers.

Enter retail media networks.

What is a Retail Media Network?

With more and more people shopping online, retail media just makes sense.

But what exactly is a retail media network?

A retail media network is when retailers set up an advertising platform on their website, app, or other digital platforms within their network. This allows the store, and other brands, to advertise to customers on sites like CVS or Walgreens. It’s a form of in-store advertising in a digital format.

Here’s an example from CVS’s homepage. Notice the “sponsored” tag in the bottom right corner — this isn’t just a product listing; it’s an ad from a face mask company right on CVS’s website.

Ads on retail media networks can be displayed on many pages, including:

  • The home page
  • Category page
  • Search page
  • Product detail page

This enables advertisers to reach shoppers at the various stages of their buyer journey.

The reason retail media works so well is that shoppers are more receptive to ads when shopping than when they’re carrying out other non-shopping related activities.

Pros and Cons of Retail Media

Retail media is changing the way shoppers and brands interact. But is this new form of advertising and marketing a good thing or not?

Well, let’s take a look at the pros and cons of retail media and find out.

Pros of Retail Media

We’ll start by looking at the advantages of retail media and breaking them down according to the players involved.

For Retailers

The most significant advantage of retail media for retailers is that it creates a new revenue stream. Advertising is big business, and a retail media network enables retailers to tap into this $560 billion industry.

Profit margins on consumer packaged goods (CPG) have taken a tumble in the past few years. The revenue generated by retail media has been a lifeline for retailers looking to boost their profits.

Retailers that leverage retail media have become the new media moguls, thanks to the rise of e-commerce. This has opened up a new world of possibilities in how they can generate revenue.

For Consumers

Shoppers also benefit from retail media in a few ways.

The first benefit is it offers better price control for customers. With retailers generating revenue from ads, they won’t be as quick to raise their prices. An increase in pricing could result in a drop in traffic, spiraling into reduced ad revenue.

Secondly, retail media benefits shoppers by offering a better customer experience (CX). Sure, ads can be annoying. But if done well, they can help shoppers make better purchase decisions. They can also remind shoppers about related products they may want.

For Advertisers

One of the biggest advantages of retail media for advertisers is that it gives them access to first-party data.

First-party data is data collected and owned by the website owner, and in this case, that’s the retailer. It’s clean and more reliable than third-party data collected by other methods such as cookies.

The best part of first-party data is that it’s collected right at the point of sale, giving you better insight into buyer behavior.

Why is this so important?

One word: personalization.

Personalization plays a huge role in designing and executing ad campaigns that convert. To do this, you need accurate data.

Another reason first-party data has become so valuable is because of the impending death of cookies.

For Brands

For brands that advertise on retail media networks, the most significant advantage is that it’s easier to tie ad spend to sales. Because sales happen closer to the ads, it’s easier to attribute a sale to a specific ad and action. This is crucial to strategic decisions such as resource allocation.

Another advantage for brands is that these ads increase visibility, which helps drive sales.

Even though it’s still in its infancy, retail media is already proving to be a powerful form of advertising set to change the future of online shopping experiences.

Cons of Retail Media

With retail media looking so good, could it have any disadvantages?

One of the biggest disadvantages of retail media is that it gives more power to brands that are already big. It creates an uneven playing field for smaller brands that don’t have the traffic, budget, and infrastructure to set up retail media networks of their own.

Another disadvantage of retail media is that it’s a new field that requires infrastructure that most retailers don’t have. Because of that, it’s a learning curve for all the parties involved.

The Rise of Retail Media: Explained

Many brands had already jumped on the digital transformation bandwagon before retail media networks came on the field. They invested in mobile apps where customers could shop for products and get delivery right to their homes.

When the pandemic hit, these websites and apps became instrumental in generating sales for retailers. Research shows that 80% of people are now doing over half of their shopping online. The same study reveals that 60% of respondents said they’d continue shopping online even after the pandemic.

What does this have to do with retail media networks?

Everything.

This shift in traffic to retailer websites and apps birthed a new form of advertising.

That new form of advertising comes in the form of retailer media networks.

In short, this means brands advertising on retailers’ websites and apps. These can be brands that sell directly on the store or brands that want to reach that store’s audience.

Leveraging already warm traffic to create retail media networks is powerful. That’s because these networks benefit everyone involved, from the retailer to the brands advertising to the shoppers.

Brands with Retail Media Networks

Interested to know which brands have their own retail media networks and how they do it?

Let’s look at three brands that caught the shift early and are seeing great results with their retail media.

CVS

Originally known as the Consumer Value Store, CVS has become a force to reckon with on the American retail scene.

CVS is one of the first brands to launch its own retail media network, dubbed the CVS Media Exchange (CMX).

CMX allows brands to place their products on channels informed by CV’s first data. This includes off-site as well as on-site targeted ads. When it comes to customer data, CVS has the edge over most retail ad networks, thanks to their:

  • Close to 10,000 locations nationwide
  • Decades of consumer data through their loyalty programs
  • High-traffic online platforms

With this huge data bank at their disposal, advertisers are better equipped to create personalized ads and place them strategically for optimum visibility.

Walgreens

Walgreens is not green behind the ears when it comes to executing digital ad campaigns for other brands.

So it’s no surprise that Walgreens has decided to formalize things and launch a retail media network called Walgreens Advertising Group (Wag).

Wag offers ad placement on their online store, in their brick-and-mortar stores, as well as on other digital platforms such as social media and Google.

Amazon

Retail and e-commerce giant Amazon is another brand that has mastered retail media and runs its own network.

It’s called Amazon Advertising.

Thanks to its massive digital footprint, Amazon can offer brands more in terms of the kind of campaigns they want to run. It also gives them access to one of the world’s largest customer data banks as well as a massive audience (over 200 million in the U.S alone).

Amazon Advertising works much like Google Ads. Brands that want to be found have to bid for keywords and pay each time their ad is clicked.

Retail Media Advertisers

Since most retailers don’t have the infrastructure and know-how to run retail media networks, how do they pull it off?

Most of them get external help. Here are some of the top retail media advertisers who are powering the retail media movement:

Criteo

Criteo is one of the leading retail media advertising platforms around. They make it easy for media buyers to purchase retail media with ease, thanks to their end-to-end service platform.

The platform gives brands and retailers full control of their campaigns and easy access to data and analytics. Robust APIs also allow you to use your marketing tool of choice.

One thing Criteo boasts of is its transparent platform. For retailers, this makes it easier to grow their retail media network, while brands have more flexibility when it comes to choosing the retailers they want to partner with.

Promote IQ

Another retail media advertiser that enables brands to advertise their products on retailers’ websites is Promote IQ.

Acquired by Microsoft in 2019, Promote IQ gives retailers full control of the end-user experience. This helps make the retail media seamlessly blend in with the retailer’s website.

Promote IQ claims they can help retailers generate 5X their revenue by cutting out the middleman and working directly with brands through their platform. Promote IQ also provides automation capabilities to streamline and increase your campaigns’ effectiveness.

Brands get more visibility and higher conversions thanks to Promote IQ’s powerful data and analytics platform. This helps create hyper-targeted ads that resonate with shoppers, driving up conversions.

Elevaate

Another advertiser shaking up the retail media world is Elevaate.

Elevaate understands the hassle retailers face setting up a retail media network. That’s why they designed a platform that’s as easy to set up as it is effective in generating revenue. With Elevaate, retailers can maximize their digital real estate profits without compromising their shoppers’ experience.

Elevaate promises increased visibility and high return on ad spend (ROAS) by offering precise targeting.

How to Create a Retail Media Network for Your Brand

So how can you create a retail media network to boost sales for your brand? If your brand has a large amount of traffic, consider using one of the tools above, like Criteo or Elevaate.

After all, they have the infrastructure in place to help your retail network up and running quickly. Which means you’ll have more time to spend on your business.

With most of them, the process is as simple as applying to join their program. Once approved, you upload your product feed, and the ad network does the rest.

Conclusion

The world is changing rapidly.

For businesses to succeed in the future, they need to adapt to the changing landscape and buyer behavior.

This is why you must consider the retail media bandwagon if you haven’t yet — either by creating your own or advertising on major sites like CVS and Walgreens.

Not only will it give you an edge over the competition, but it will help you tap into audiences you can’t reach on your own. It will also help you maximize your marketing budget, ensuring you get the best ROAS.

Have you used retail media for your brand? What was your experience like?

OfferVault Launches First Top CPA Network Survey: Vote MaxBounty Now

OfferVault Launches First Top CPA Network Survey: Vote MaxBounty Now

Leading affiliate marketing campaign aggregator OfferVault have launched their first ever Top Network Survey.

Over the years, countless affiliates have discovered our campaigns through OfferVault’s database. From there, they’ve grown into long-term MaxBounty affiliates that continue to be the foundation of our network.

We believe OfferVault is a valuable affiliate marketing resource. That’s why we also believe that this survey is important. The results will expand on their ability to connect affiliates to the networks that will best serve them.

The form is brief and simple, requiring you to only:

  • Select whether you’re an affiliate, advertiser, or 3rd-party service.
  • Select your favorite network
  • Select where that network excels

If you’ve had a positive experience with our network in any capacity, we ask that you assist us in connecting more people to our network by voting for MaxBounty below.

Thank you.

Take OfferVault’s Top Network Survey.

Google Adsense vs Media.net – Which Ad Network Pays More?

Google Adsense vs Media.net – Which Ad Network Pays More?

If you are thinking of launching an ad campaign with either Google Adsense or Media.net, you may want to read this post. Many people are making good money using either one or both of these services that are based on a PPC ad campaign strategy. However, it’s confusing to know which one is best for your site – Google Adsense vs Media.net.

In this post, we have illustrated the critical factors of both Media.net and Google Adsense including the payouts and CPM statistics, so that you can have all of the information you need to make an informed decision on which ad network pays the best.

google-adsense

First things first on the best ad networks for bloggers

First, it’s important to note that Google Adsense is owned by Google, the largest search engine in the world. This fact alone makes most advertisers want to use Adsense instead of Media.net because it’s hard to beat Google’s power on the internet for creating ads that searches will notice.

Media.net is owned by Bing, the Microsoft version of Google and it does not have the volume of traffic that Media.net does. However, there are some other advantages of Media.net.

For example, Media.net provides a CPM of around $1. Also, the average RPM for 10,000 page views is approximately $10 (USD). This is comparable to the Adsense network regarding payouts but many who have tried Media.net state that they have not received any RPM. This is because there is much less traffic from the USA and UK on their websites. media.net focuses on being a global network that does not focus on the US and UK while Google tends to favor US traffic. In the long run, this can make a big difference in the revenue you see from ad campaigns.

It is important to know that the digital market is in a constant war of media.net vs Adsense.

media.net

Media.net’s Caveats

Also, it’s important to note that Media.net, one of the best google adsense alternatives, is known as a “contextual ad network.” This means that it will only display your content if your keyword matches the advertisers’ requirements. This makes it a bit more difficult to get your message out there in front of the people who are most likely to purchase or view your ads.

Google’s Cut

One important factor to note is that Google is reliable regarding how much of a cut they get. Publishers always receive 68% of the revenue from Adsense ads no matter how much money you make.

The unfortunate thing about Media.net is that the revenue it shares with its publishers is unknown. This makes it difficult to predict what your actual share will be when you are calculating how much you can make. This factor makes many people not want to take a chance with this newer ad network.

In a Nutshell

Google has the best search engine on earth and the widest reach across the globe. They require extremely high-quality ads, and they will let you know if your ad does not meet up to their standards. They allow both displays as well as video ads on a CPC basis.

Minimum Traffic Requirements

Adsense does not have any minimum traffic requirements to become a publisher or to post their ads on your page. You just have to have a website (you can build one by using Wix or GoDaddy) where you paste the code and try to attract visitors. You must not click on your own ads yourself, however. Google tracks this, and they will ban you if you do this. It is considered a black hat tactic since it is not an honest inquiry into the services being offered in the ad.

Google only requires that you should post frequent and substantial content that is related in some way to the advertisements running on your site. In the past, the authors of the site would decide which ads to run. Now, Google uses its algorithm and finds ads that best fit your site page where the ad is running so that the chances of someone searching for your content will be greater and will coincide with the ad’s content as well.

contextual-ads

What type of ads can I run?

Adsense allows you to run all types of ads including text, image, video, or interactive media advertisements. If you are the creator of an Adsense ad (meaning you are paying Google to put out your ad on other people’s website pages), you will just need to read up on the standards that Google expects of their advertisers so that you will comply with what they want.

The best advantage to Media.net is that the interface is easy to use and allows you to create and customize ads that fit your needs quickly. Some users have also stated that the application process for Media.net is fast and only takes a few minutes. Their account approval process is slow, however, which discourages some users.

One downside to Media.net is that they must also approve each sale that you make through their network, which takes about a day, on average. The guidelines for posting ads on the Media.net system can be found at: media.net/legal/programguidelines

Earnings Payouts

Google Adsense pays on a monthly basis for the revenue earned for the previous 30 days, no matter what the amount. Media.net pays on a Net-30 basis and has a minimum $100 earnings threshold. This means that you may be waiting awhile to receive earnings from Media.net unless you have a lot of traffic and clicks.

how-to-use-adsense

Google Adsense Sign Up

If you want to learn more about the Google Adsense network or to sign up go to:

Google sign up. You only need three things to sign up for a Google Adsense account.

  1. Google account (Gmail or other Google service like YouTube)
  2. Web content that you want to use to promote
  3. Phone number and postal address

Using Infographics and Media

Once you read through this information and decide which ad networks for advertisers are the best, you will want to start lining up your content for your ads. Remember that your ads will not run on your website. They will run on other websites and searches that are related to your content. The better content you have, the more value you are providing to your customers. This will result in higher CTR (click-through rates) and more revenue. It’s a great way to make a good side income, and it is considered passive income.

To create an infographic or media asset, start with the basics. Think about what you want to include in your ad. What is most important to your brand that you want others to know. When you create Adsense ads, think about how you want to present yourself.

Infographics can be a great start, but you need some expert advice on what to include, how to create the images, and how to make sure they fit the specifications and standards of the Media.net or Google Adsense platforms. We can help. Once you have your digital assets ready, the sky’s the limit, and you can put them on one of these ad networks to start getting results and sales.

We are infographicdesignteam.com and we design professional infographics for your business or brand. Check out our online portfolio to see what type of infographic you might want for your Adsense or Media.net ad and contact us for a free quote.

No matter which ad network you choose, you need to create some quality digital assets that you can use for a variety of purposes. There’s no better time to start than today!