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 out of 3 shoppers of shoppers research products on retailer websites instead of traditional search engines such as Google.
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
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.
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 achieved through the creation of banners that are specifically designed to stand out in crowded retail environments.
How do I measure the success of my RDM campaigns?
Defining the right metrics and KPIs is the starting point. Then, agree with the retailer the terms of sharing, which is crucial to assess a plan’s effectiveness and improve future plans.
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