Glossary A–ZLetter R
Retail media
Retail media is a business model in which retailers sell ad space in their own environment to brands.
The retailer thus becomes an advertising medium in its own right.
The trade body IAB Europe distinguishes on-site, off-site and in-store. On-site means advertising in the retailer's own online shop or app, off-site means advertising on other sites using the retailer's data, and in-store means advertising in the shop. In-store includes screens at the entrance, at the till or on the shelf. A manufacturer can thus show its products exactly where the purchase decision is made.
A screen in a supermarket can be digital signage, DOOH and retail media at the same time; the terms describe different views of the same space. For the retailer, the question is how much room to keep for its own communication and how much to sell. Advertisers expect proof of plays and often of effect as well; operators should clarify in advance which figures they can reliably supply.