Digital Media Marketing Services
Retail Media Networks: Shaping Brand Marketers’ Advertising Strategies and Playbooks
As retail media networks gain traction in Australia, they mirror a global trend of brands adopting data-driven, omnichannel marketing strategies that bridge online and offline customer experiences. These networks offer brands unique opportunities to engage consumers within digital spaces they’re already using, effectively reshaping the advertising landscape.
Retail media has quickly become essential in the advertiser’s toolkit, particularly for food and beverage brands that want to stay relevant in a fast-evolving market.
Brands are increasingly starting to rely on retail media to engage shoppers at multiple touchpoints along their purchasing journey, from pre-purchase research to post-purchase loyalty initiatives.
At rev™ Branding, we specialise in helping brands navigate this evolving landscape, leveraging our proven expertise in digital media and AdTech platforms.
In particular, our deep focus on food and beverage segments enables us to craft targeted, results-driven campaigns that amplify visibility and drive measurable growth.
The Power of Retail Media Networks
Digital media is transforming the marketing offering by brands.
Through strategic ad placements across retailers’ digital touchpoints, e.g. websites, mobile apps, and even in-store digital displays, brands now have the unique advantage of connecting with shoppers precisely when they’re most engaged in the purchasing process.
In Australia, retail media is on a steep upward trajectory, with spending projected to exceed AUD 1 billion by 2025. This growth is a clear sign of retail media’s critical role in connecting brands with consumers both online and in-store, enabling highly relevant, data-driven interactions.
As retail media solidifies its place in marketing strategies, brands that overlook this opportunity may miss out on valuable channels for diversifying their digital presence and building awareness with target audiences.
This evolving landscape is more than a trend – it’s a pivotal shift in how brands maintain visibility and relevance in a dynamic market.
Creating Connected Shoppers
The real power of retail media lies in its ability to create connected shoppers – those who experience a seamless, personalised journey from pre-purchase to post-purchase.
Through integrated brand experiences across digital and physical touchpoints, brands can foster loyalty and generate valuable first-party data.
For example, rev™ Branding helps brands build this connected experience by utilising insights from first-party data to shape their campaigns. We help brands understand shopper behaviours intimately, allowing them to adapt their business and marketing strategies to better meet customer needs.
Dominating the Digital Shelf!
In the same way that products compete for visibility on physical store shelves, the digital shelf has become a key battleground for brands.
Retail media enables brands to dominate the digital shelf, ensuring their products are visible, relevant, and competitive. This is achieved through paid media marketing campaigns that range from Google Ads and social media platforms like Facebook, Instagram, and TikTok, to targeted ads on Cartology, CitrusAd, and other eCommerce marketing platforms.
By leveraging the right mix of digital media channels – including streaming services, digital signage, and shopping apps, brands can build meaningful engagement with consumers. This includes everything from banner ads and product listings when shoppers are browsing online to digital signage and pop-up suggestions when they are in-store.
Enabling Effective Monetisation and ROAS
One of the most significant advantages of retail media networks is their ability to provide brands with first-party data, which can be leveraged for effective monetisation.
When consumers engage with a brand’s ads on a retailer’s platform or purchase products, brands gain valuable insights into shopping behaviours. This data enables more precise targeting, allowing brands to deliver personalised content and recommendations.
By connecting with shoppers in relevant, contextual ways across various channels—whether they are creating shopping lists, browsing products, or checking out – brands can increase the chances of conversions while also gathering valuable data to fine-tune future campaigns.
Through our advanced digital knowledge, we can track shoppers from a Google Ad or social media campaign, right through your retail partners online checkout…
Comprehensive Shopper Journey Engagement
A well-executed retail media strategy reaches shoppers throughout the entire ‘path to purchase’.
From social media campaigns and paid search ads that capture attention when shoppers are building their lists, to in-store digital signage and banner ads that promote products during shopping, every touchpoint matters.
After a purchase, brands can continue to engage consumers using loyalty campaigns and email marketing, encouraging repeat purchases and fostering long-term relationships.
Methodology for Success
To maximise the potential of retail media, consumer product brands need to implement a structured methodology:
• Privacy and Security: Ensuring data privacy is crucial. As the removal of ‘cookies’ from technology platforms increase, brands collect and use consumer data (with their permission) to personalise the content with safeguarding mechanisms.
• Partner Collaboration: Working closely with brands, retailers and AdTech platforms like Cartology, CitrusAd, Google Ads to clarify the target audience, campaign goals, content relevance, and budget.
• Tailored Media Campaigns: Brands must create cost-effective, relevant, and personalised campaigns that are aligned with their overall brand strategy.
• Measurable ROI: With advanced analytics, brands can track the performance of their retail media ads and continuously optimise their spend based on data-driven insights.
Digital Media Services from rev™ Branding
At rev™ Branding, we help brands unlock the full potential of retail media through a robust suite of Digital Media Services.
Our partnerships with leading platforms like Cartology, CitrusAd, and Google Ads empower us to craft high-performance campaigns that engage shoppers across the entire journey – from awareness to purchase and beyond.
Whether you’re looking to build brand loyalty, increase sales, or break into new markets, rev™ Branding delivers the strategy and tools you need to succeed.
Digital Strategy:
Providing a deep analysis of each digital sales channel to uncover growth opportunities, along with tailored eCommerce marketing recommendations. Learn More >>>
Content Creation:
Collaborating with platforms like SKUvantage (Salsify) and GS1’s NPC to ensure smooth product content distribution across multiple digital sales channels.
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Digital Media Marketing:
Connecting brands with shoppers through paid media campaigns across TV, Google Ads, social platforms, and shopping apps. Learn More >>>
eCommerce Marketing:
Optimising paid-search campaigns to ensure product listings are appear first on Woolworths, Endeavour, Coles, IGA, and Chemist Warehouse.
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Digital Brand Campaigns:
Building digital marketing campaigns that enhance shopper loyalty, foster trust, and drive measurable growth. Learn More >>>
rev™ Branding created an eCommerce Marketing Strategy, and has been providing advisory services each month to support our Cartology and CitrusAd campaigns. Their experience in eCommerce marketing within the FMCG industry is very unique at this point in time and it has been invaluable.
Tanya Watt – Hive & Wellness CMO
In an era where retail media networks are shaping the future of advertising, rev™ Branding is your trusted partner in creating impactful, data-driven campaigns that deliver results. Our experience in this field empowers brands to not only keep pace but to lead in this rapidly evolving retail media era.
Don’t miss the opportunity to dominate the digital media landscape and create lasting connections with your shoppers. Contact us today on +61 3 9863-7444.
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