How retailers are monetizing the moments that actually matter
More than 200 retail media networks now compete for advertiser attention while brands struggle to manage relationships with an average of five to seven platforms. And there’s a serious ‘fat head’ when it comes to distribution of retail media spend: Amazon commands 75% of US retail media spend, Walmart takes another 7%, leaving 16% for 200-odd retailers to fight over.
But while most retailers fixate on replicating Amazon’s playbook with sponsored product listings and off-site audience extension, a handful of companies have identified white space in moments that feel less like advertising and more like value creation. They’re helping retailers to monetize the transaction moment, the product discovery moment and the post-purchase moment in ways that surprise and delight consumers in ways that feel less like advertising and more like adding value.