Retail Media refers to the advertising spaces, retail data assets and in-store opportunities a retailer or marketplace owns, which is then made available to brands for the execution of advertising campaigns.
Retail Media are attracting an increasing share of marketing budgets as manufacturers and brands shift spend to target consumers closer to the point of purchase. By sharing the most outstanding local campaigns we want to show how to unleash the power of the Retail Media.
Campaign goals of Retail Media include brand awareness, driving sales and new product discovery. Retail Media includes an increasing range of digital opportunities which can be segmented into off-site, on-site and in-store environments. Retail Media also includes the targeting, optimisation and measurement elements of digital campaigns.
On-site Retail Media is advertising sold on the retailer’s own properties. This typically includes retailer websites and apps or online consumer shopping marketplaces. On-Site Retail Media also includes the ability to optimize and measure campaigns as well as target specific inventory.
Off-site Retail Media refers to the use of retailer data to buy advertising sold on inventory outside of retailers online (web and app) shopping platforms. The inventory available with third-party partners (using retailer data) includes display, video, social, Connected TV (CTV) and Digital-Out-Of-Home (DOOH). Off- Site Retail Media sometimes requires the creative to be co-branded and sometimes contains direct links to the product on the retailer’s website. Off-Site Retail Media can be bought and managed directly by retailers, or from other providers including agencies and platforms.
In-store digital Retail Media opportunities are also offered by retailers to agencies and brands. The digital opportunities available include radio, DOOH screens, TV, ATMs and hand scanners. Most in-store digital is bought directly from the retailer as a managed service.
The partners of the Be-Inspired platform submit their most exemplary campaigns of the last months to the evaluation of the jury.
Selection criteria: what makes a campaign an inspiring best practices’ case?
Retail Media’s attractiveness stems from its ability to reach consumers in “shopping mode” with targeted ads, leverage first-party data for personalized campaigns, and provide measurable ROI, all while navigating the challenges of a cookieless digital advertising landscape. This makes it a powerful and increasingly popular channel for brands aiming to connect with high-intent audiences.
In order to inspire the media professionals, the the jury rewards cases which are ‘role models’ for this medium, meaning an interesting exploitation of the possibilities offered by advertising in Retail Media, allowing to break through the communication clutter: targeting technique, data usage & segmentation, personalisation for a better audience involvement, campaign design & copy, campaign integration, etc.
Case selections are done based on 3 main criteria:
The Expert Jury will be composed by Hugues Rey, CEO Havas Belgium who coordinates the activities & publications of the Best of Retail Media platform.
The partners will be represented by
Olivier Degrez (Media Marketing Delhaize), Mathias Beke (Colruyt Group), Albert Smit (Shelf Service), Alessandro Papa (HighCo), Pierre Jacquemin & Cédric Peneau (Carrefour Unlimitail)
