Equip your organization to handle the dynamics of retail media.

Navigating the complexities of retail media requires more than just strategic planning; it demands robust execution capabilities. As the retail landscape evolves, the logistics behind deploying effective retail media campaigns have become a cornerstone for success.

‍The rise of retail media has transformed how brands interact with consumers. While many companies are excited about the potential of retail media, few realize the logistics required to execute a successful campaign.

Is your organization truly equipped to handle retail media execution?

Executing retail media campaigns is a complex process. As the digital landscape expands, the logistics required for each campaign grow exponentially.

Retailers and brands must consider several elements that go beyond traditional media placements. Campaigns often involve:

• Sales and agreements - First, a partnership must be formalized. This step includes defining deliverables, ensuring all parties are aligned, and agreeing on the scope of the campaign.
• Creative assets - Brands must supply creatives, often in multiple sizes and formats, to match various placements across digital touchpoints. Managing creative assets can be a headache when multiple versions of assets are needed.
• Ad placement - Deploying the creative assets with the correct links across different websites, mobile apps, and digital in-store screens is essential. Manual processes no longer cut it, and automation is key.
• Monitoring and compliance - Once the campaign is live, constant monitoring is needed to ensure it runs correctly. Brands need assurance that their ads are compliant and displayed where they should be.
• Reporting and analytics - After a campaign ends, compiling data to show how successful the campaign was—such as click-through rates, sales uplift, and other KPIs—is critical for future strategy.
  

Many organizations need to prepare better to manage the intricacies involved, from coordinating with brands to managing digital assets across multiple platforms. The lack of internal resources or the necessary expertise can lead to inefficient campaigns that consume considerable time and effort, often resulting in disorganization and missed opportunities.

Challenges in Scaling Retail Media

For many organizations, scaling retail media campaigns is a major challenge. Managing multiple campaigns simultaneously means juggling more assets, placements, and reporting. This level of complexity requires an organized system, a team dedicated to retail media, or a specialized partner to handle the execution.

Retailers might initially think they can manage this internally, but only 41 percent of retailers find the current process for selling and buying retail media efficient. Still, as the number of campaigns increases, internal teams often need to be stretched thin. Without a streamlined process, campaigns can become chaotic, leading to delays, inefficiencies, and missed opportunities.

For many regional retailers, handling this level of logistics becomes overwhelming without the support of an experienced retail media partner.

Why Support is Essential for Effective Execution

Successful retail media campaigns require more than great content—they demand flawless execution. Retailers and brands must look for partners with experience handling retail media logistics, from communicating with brands to ensuring assets are correctly placed and monitored. The following components are crucial for executing campaigns at scale:

• Automation - Manual ad placements are tedious. Companies must adopt platforms that allow for automated deployment and management of creative assets without the need for repetitive manual input, or extensive human intervention.
• Monitoring - Support with ad monitoring guarantees that ads are running as scheduled and in the correct placements. A dedicated team or platform to oversee this process ensures campaigns stay on track and deliver the intended impact.
• Reporting - Detailed post-campaign reporting is vital for analyzing performance and providing the brand with actionable insights. Without thorough reporting, brands risk missing valuable opportunities to understand consumer behavior, optimize their approach, and ultimately maximize their return on investment (ROI).

A New Paradigm Shift in Retail Media

Retail media is evolving at a rapid pace, transforming how retailers and brands interact with shoppers. While selling advertisements isn’t new, retail media networks (RMNs) have introduced a more sophisticated approach to engaging customers. 

These networks provide a unique opportunity for retailers to create personalized shopping experiences, collect actionable data, and offer clear tracking from discovery to purchase. The potential for both retailers and brands is vast, and the competition to claim a share of this growing market is intensifying.

Projections show that by 2027, retail media advertising will soar by nearly 60%, reaching $160 billion. With 64% of Consumer Packaged Goods (CPG) companies planning to increase their retail media spending in the coming year, the landscape is set for significant expansion. However, as large national chains like Walmart and Target continue to refine their RMNs, regional and independent grocers need help to compete with these established players.

Leveling the Playing Field for Independent Retailers

Independent retailers and regional grocers often find themselves at a disadvantage in the world of retail media. While national chains have the resources to develop and expand their RMNs, smaller retailers are often left behind, unable to tap into the advertising profits available to their larger counterparts. The recent launch of networks like Giant Eagle's Leap Media Group demonstrates the increasing focus on RMNs, but for independents, building and managing their own retail media platforms can seem impossible.

However, this is where innovative solutions like Adsta's Enablement Platform (AEP) come into play. Explicitly designed for independents and regional retailers, the AEP allows these grocers to create branded RMNs, providing access to the growing retail media market. With features that support order tracking, campaign analytics, and financial reporting, the AEP simplifies the complex logistics of retail media, enabling smaller players to compete with Tier 1 retailers.

Retail Media Execution Made Simple

The Adsta Enablement Platform offers a transparent system where retailers manage their own media programs, and independent grocers can provide CPGs with valuable insights and direct access to their audiences. This level of control not only empowers retailers but also gives brands confidence in the value of their campaigns, bridging the gap between advertisers and consumers.

As retail media networks continue to grow in prominence, the challenge for independent and regional retailers is clear: adapt or fall behind. But with Adsta, these grocers can carve out their own path, competing on a level playing field with larger chains.

By embracing retail media, independents gain more than just additional revenue—they secure a future where they can offer personalized, data-driven shopping experiences that attract shoppers and advertisers alike.

For more information on how Adsta can help optimize your retail media strategy, contact us. We are ready to help you create retail media that truly benefits the shopper.