Within out-of-home, retail media includes digital screens at physical outlets of various retailers, think Albert Heijn, Jumbo, Hema and SPAR, among others. It offers the opportunity to make contact with the target group very close to the moment of purchase.
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:
- Very selective on messengers;
- Contact shortly before point of purchase;
- Data-driven campaign;
- Both for awareness and conversion.
A distinction is also made between endemic and non-endemic advertising. When a product shown is sold in the particular store we speak of endemic advertising.
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