Introduction
To succeed in today’s competitive retail landscape, brands must craft a compelling Retail Media Advertising media mix that blends on-site ads, off-site display and in-store DOOH. This integrated approach ensures you reach shoppers at every touchpoint—driving awareness, consideration and conversion in a cohesive way.
For a deeper dive into execution models, see my post on Retail Media Networks: 360° Agency Models. To ensure SKU-level precision, revisit the SKU-Level Brief guide.
1. On-Site Advertising
Leverage native placements within the marketplace: Sponsored Products, Sponsored Brands and carousel ads appear directly in search results and product listings. On-site ads drive immediate visibility and conversion—ideal for performance goals like ROAS and TACoS.
2. Off-Site Display
Use programmatic and direct buys on third-party sites, social platforms and connected TV to retarget audiences and build top-of-funnel awareness. According to HubSpot, a media mix is “the combination of channels a business uses to meet its marketing goals” HubSpot Blog, so off-site placements extend your reach beyond the marketplace walls.
3. In-Store DOOH
Digital Out-Of-Home screens in physical retail locations reinforce online messaging at the moment of purchase opportunity. In-store DOOH can be synced with your on-site offers—creating a seamless omnichannel experience that drives foot traffic and basket growth.
Example
During last quarter’s holiday push, Brand X combined on-site Sponsored Products on Amazon with off-site video pre-roll ads and in-store DOOH at three major retail partners—resulting in a 35 % lift in holistic campaign ROI compared to on-site alone.
External Resource
For industry benchmarks and best practices, download the IAB Europe Retail Media Guide 2024.
Internal Links
– Retail Media Networks: 360° Agency Models
– SKU-Level Brief: Create Precise Campaigns
A balanced Retail Media Advertising mix—combining on-site, off-site and in-store DOOH—is the key to reaching shoppers at every stage of their journey. This is the seventh installment in my Retail Media Mastery series. Keep following for the next post, where we’ll dive into advanced Budget Allocation & iGRP vs ROAS strategies. Stay tuned!
