In Focus: Retail Media as an Advertising Tool

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Retail media (retail store websites and apps) are taking over the marketing world, predicted to account for a fifth of global digital advertising spend by 2025.

This is an effective tool for generating leads on high-traffic sites such as Amazon and Tesco, and in our market - marketplaces Ozon, Wildberries and other similar platforms.

Since 23% of consumers typically learn about new italy consumer email list brands and products through website advertising, this is a great way to introduce your brand to a new audience.

What is the advantage of this strategy?

You can reach a highly motivated audience: they are already in the buying mood and are likely to be more receptive to your advertising.

According to the study:

23% of global consumers typically learn about new brands and products through online advertising;

51% of respondents are more likely to search for a product on online platforms rather than on the recommendations of celebrities or influencers.
How to Choose the Right Retail Media
Retail media advertising can help influence consumer decisions in your favor at all stages of the marketing funnel, from increasing brand awareness through banner ads to driving conversions and sales.

But this advertising only works if the retail chains and their media you choose are right for you, so ask yourself:

Do they match the goals of your campaign, as well as the interests and behavior of your target audience when making a purchase?

Do they offer flexible advertising options to suit your needs?

Do they have a proven track record of delivering ROI?
Don't be afraid to ask for proof on that last point: you want to work with the retailers who will best support your campaign and help you achieve your goals.

The economy must be economical, and the ROI calculation must be transparent and understandable.

Useful material:
Marketplaces in 2025: Trends, Risks, Insights