What is Retail Digital Media (RDM)?
Retail Digital Media, or RDM, is digital advertising that supports brand commercial activities in order to drive sales at a specific eRetailer. It plays a similar role online as Point of Sale (POS) material does in brick & mortar stores.
Online eRetailers play an important role in eCommerce. In addition to selling brands, they now also serve as primary search tools. Today, 2/3 of shoppers research products on retailer websites instead of traditional search engines such as Google.
Therefore, eRetailers possess strong strategic positions online, this opens up premium opportunities for brands to increase visibility through ads and to connect with a massive number of shoppers at point of sale.
These ads guide shoppers to the product’s detail pages where they can find more information and add it to their carts to ultimately purchase the product.
In a cluttered online world, RDM is a powerful tool that combines Sales, Marketing and Media skills to increase your brand’s visibility and shoppability when it matters the most to boost sales both online and offline.
Why online retail visibility is important
visitors go to Amazon.com every month in the US.
eRetailers get a huge amount of monthly visitors
Source: Statista 2017
of people are more likely to buy a product after exposure
to an ad on a retailer website compared to the same ad on a traditional website
Source: Bazaarvoice by Wakefield 2013
increase in basket size with ads on retailer websites
Source: Bazaarvoice by Wakefield 2013
RDM is strategic to win with Retailers
Reaches a massive audience who are willing to shop
Improves the shopper experience with your brand
Frequently asked questions about RDM
Which teams are in charge of RDM campaigns?
Success requires brands to operate as a truly integrated company: connecting people, information and processes
RDM requires a combination of skills from Sales, Marketing and Media teams
How do I introduce RDM to sales teams?
Buying RDM from Retailers has an impact on overall trade negotiations which means they must be run very carefully. This starts with making sure sales teams are equipped to adopt media buying mindsets
How do I plan effective RDM campaigns?
Planning starts with selecting the retailer to partner with. It requires choosing the right formats and placements essential for a successful plan
How do I make sure the banners will trigger purchase?
Creative assets should help tackle the communication challenge at each stage of the shopper journey. This is done through the creation of banners that are specifically designed to stand out in crowded retail environments and convey with possible creative constraints from the Retailer side.
How do I measure the success of my RDM campaigns?
Defining the right metrics and KPI’s is the starting point. Then, agreeing on sharing conditions with the retailer is crucial to assess a plan’s effectiveness and improve future plans
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How can we help you?
Effective strategies are based on strong fundamentals.
Our Roadmap covers the different building blocks that are fundamental to build Retail Digital Media campaigns.
We help companies assess their current status, observe RDM trends, guide Sales, Marketing and Media teams at each stage of the process, and implement plans.