Within out-of-home, retail media includes both digital screens at physical retail outlets such as Albert Heijn, Jumbo, HEMA, and SPAR, as well as digital screens in shopping centers. These channels make it possible to effectively reach the target audience at the crucial moment just before or during the purchasing process.
Advertising through Retail media offers the opportunity to reach customers who are interested in specific products, at the time when they are most likely to make a purchase. Retail media has experienced tremendous growth in recent years and can have a very positive effect for both awareness and conversion campaigns.
Retail Media is characterized by the following points:
- Highly selective on shoppers;
- Contact shortly before point of purchase;
- Data-driven campaign;
- Both for awareness and conversion.
When advertising on retailers' screens, a distinction is also made between endemic and non-endemic advertising. When a product displayed in the store in question is sold, we refer to this as endemic advertising.
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