#30DaysofRetailMedia | Day 3: On-Site vs. Off-Site Retail Media
Brands have a growing number of choices in where they advertise to reach consumers.
Retail media options include:
📣 On-site advertising using retailers’ owned media (like their own websites and apps)
📣 Off-site advertising using paid media (like social media or e-commerce marketplaces)
On-site ad placements will account for 85.5% of spending in 2023, according to Insider Intelligence.
Off-site media tends to be harder to measure due to limited conversion tracking, sales conversions taking place in a different channel and sales attribution challenges.
Factors that affect where brand advertisers invest their ad dollars include:
🔸 Performance objectives
🔸 Access to their desired audience
🔸 Transparency of advertising options.
What would you add?
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30 Days of Retail Media series by Lisa Goller, Founder, Lisa Goller Marketing
RETAIL MEDIA FUNDAMENTALS
Day 1: Retail Media is On Fire
Video: Why Retail Media is On Fire
Day 2: Online vs. Offline Retail Media
Video: What’s the Difference Between Online vs. Offline Retail Media?
Day 3: On-Site vs. Off-Site Retail Media
Video: The Difference Between On-Site vs. Off-Site Retail Media
Day 4: Endemic vs. Non-Endemic Brands in Retail Media
Video: Endemic vs. Non-Endemic Brands
Day 5: Retail Media Glossary
Video: Speaking the Language of Retail Media
RETAIL MEDIA STAKEHOLDER GROUPS
Day 6: Retail Media Stakeholders
Day 7: Retailers’ Retail Media Needs
Day 8: Brands’ Retail Media Needs
Day 9: Tech Providers’ Retail Media Needs
Day 10: Consumers’ Retail Media Needs
Day 11: Retail Media Leaders – Retailers
Day 12: Retail Media Leaders – Brands
Day 13: Retail Media Leaders – Tech Providers
RETAIL MEDIA TRENDS
Day 14: Retail Media Fuels Global Growth
Day 15: Retail Media Reveals Marketing Silos
Day 16: Retail Media Sparks Restructuring
Day 17: Retail Media Sparks Retailer-Brand Collaboration
Day 18: Ad Buying & Selling Evolve With Retail Media
Day 19: Retail Media Goes Full Funnel
Day 20: Retail Media is All About the Data
Day 21: Retail Media Metrics
Day 22: Stores Evolve With Retail Media
Day 23: Why Grocery is a Retail Media Magnet
Day 24: CTV Shakes Up Retail Media
RETAIL MEDIA STRATEGY
Day 25: Retail Media Risks
Day 26: Retail Media Key Success Factors
Day 27: Retail Media Partnership Trends
Day 28: Retail Media PEST Analysis
Day 29: Who Has Retail Media Power?
Day 30: Retail Media – Looking Ahead
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