What is Commerce Media and Retail Media Networks?
Retailers, banks and platforms have something brands value highly: owned traffic and purchase data. Commerce media turns that asset into a media business, in which brands pay to reach relevant audiences at the moment of purchase.
We help build the Retail Media Network: what data and audiences can be offered, what advertising inventory exists in owned and external channels, how the offer is packaged for brands and how results are measured.
Measurement closes the loop: connecting exposure to an ad with actual sales, so that brands invest with evidence and the business grows sustainably.
The problems clients bring us
How do we monetize our traffic and our data?
Digital channels and stores with high traffic that generate no revenue beyond the sale.
What do we offer brands?
Scattered ad spaces, without packages, audiences or clear pricing.
Is our customer data good enough?
Scattered data, without a single identifier or consent to use it in advertising.
How do we prove that advertising sells?
Brands asking for evidence of return and reports that don’t connect ads with purchases.
Does media compete with the sales function?
Supplier negotiations in which media money and commercial money get mixed together.
Who runs the media business?
No team, processes or technology to sell, activate and report on campaigns.
Our approach, applied to Commerce Media and Retail Media Networks
The same four phases of «Our approach», with what we do and what we deliver in each one.
The path to launching a Retail Media Network
- 01Asset inventoryAvailable traffic, data and spaces, with their legal conditions.
- 02Media business modelRevenue sources, formats, audiences and relationship with the sales function.
- 03Offer and pilot campaignsPackages and pricing for brands, tested with partner brands.
- 04Measurement and scaleReports that connect exposure with purchase and a network dashboard.
We use a problem-solving structure to frame hypotheses.
We take stock of the available traffic, data and spaces, interview brands and suppliers, and review the legal conditions for using data.
DeliverableMedia asset diagnosisWe break the problem down into a MECE structure.
We structure the revenue sources, formats and audiences, and the relationship with the sales function so as not to cannibalize existing agreements.
DeliverableMedia business modelWe build the business cases and the structure of each initiative.
Packages, pricing and use cases for advertisers, with the network’s business case and pilot campaigns with partner brands.
DeliverableCommercial offer for brandsWe provide support with a dedicated, full-time on-site team within the organization.
Campaign operations, reports that connect exposure with purchase and a revenue and return dashboard for the network and for each brand.
DeliverableROAS measurement
What does the diagnosis review?
A three-sided ecosystem
- Retail Media Network
- 01RetailerMonetizes its owned traffic and data
- 02BrandReaches relevant audiences at the moment of purchase
- 03ShopperReceives offers more relevant to what they are looking for
- First-party dataReach, identification and consent of customer data.
- Advertising inventoryOn-site, off-site and in-store spaces available to brands.
- Commercial offerPackages, audiences, pricing and terms for advertisers.
- Ad technologyTools to activate, segment and deliver ads.
- MeasurementSales attribution, ROAS and reporting for brands.
- Organization and governanceTeam, incentives and relationship with the sales function.
How does a Retail Media Network work?
The network rests on layers that go from data to organization, and each campaign goes through a cycle that ends with sales measurement.
The campaign cycle
- 01Brand brief
- 02Audience
- 03Activation
- 04Sales measurement
- 05Optimization
- Learnings for the next campaign
Layers of a Retail Media Network
- 01Sales measurementReports that connect ad exposure with purchase.
- 02Commercial offerPackages, audiences and pricing for brands.
- 03InventoryOn-site, off-site and in-store spaces in one place.
- 04Ad technologyAd activation, segmentation and delivery.
- 05First-party dataIdentified customers, with purchase history and consent.
What stays in your organization
- Advertising inventory
- Spaces in owned, external and in-store channels, organized to be sold in one place.
- Commercial offer for brands
- Packages, audiences, pricing and terms ready to present to advertisers.
- ROAS measurement
- Return reports that connect advertising with actual sales.
- Network operating model
- Team, processes and technology to sell, activate and report on campaigns.
- Data use policy
- Consent and privacy rules for using data in advertising.
Where do we apply it?
Led by Benká Media, with the rest of the holding when the challenge calls for it.
