Advertising spend is at an all-time high and Retail Media Networks (RMN), in particular, are among the fastest-growing segments when compared to other categories like social media, search, and connected TV. With retail media advertising anticipated to grow 21.3 percent year over year, according to the same report, there is no doubt that communicators will continue to see RMNs grow in popularity as brands like Netflix put their ad dollars into this platform.
As communicators set their sights on 2025 planning initiatives, many are now wondering how they can ensure their brand stands out in a fast-moving category.
There are four key tips for brand communicators to consider:
- Develop a strong, creative strategy. Make it tactical and unique—what pain points are you attempting to solve? How is that different from what your competitors are doing?
- Know your target audience. The first step is to define them. Then, figure out how to best address them and consider how your network might be beneficial to them.
- Measure your results, and optimize your campaign. Create, review, and rework. Use results to your advantage to optimize your campaign strategies.
- Differentiate yourself by vertical. Keep a keen eye on what’s trending in your industry and what’s resonating most with different demographics—whether that be automotive, travel, healthcare, or anything in between.
Now, let’s put it into practice and explore best practices for communicators looking to launch an RMN
There are a few elements to consider when developing a communications strategy that will help brands not only successfully get their RMN off the ground, but also stand out in the crowd.
- Creating your go-to-market (GTM) and launch strategy. Once you’ve defined your product, target audience and market, ensure that you have a solid GTM strategy that clearly demonstrates how you are going to introduce your product. What channels are you going to leverage? How can you stand out from the crowd by highlighting your Unique Selling Points (USPs)? When it is time for a public launch, embrace an earned-first strategy to drive credibility and awareness.
- Leveraging always-on communications. PR is a frequency medium. It’s best to drive consistent awareness of your RMN over time. This includes creating press releases and executing media relations, publishing quality content, amplifying on social media, submitting for awards and speaking opportunities, and more.
- Prioritizing and developing thought leadership content. Find a story worth telling and share it through thought leadership consistently. Whether that be articles published in priority publications, white papers, or infographics, share insights and informational content that is of value to your target audience. It doesn’t have to be controversial, but a counterintuitive point can make thought leadership content even more interesting.
- Leveling up virtual and IRL audience engagement with events. This year has shown us that events are back in a big way. To build brand awareness and create deeper connections with your existing customers and target audience, consider creating a customized road show or intimate event. A branded event can be a bigger stage for your thought leadership content and your executives, solidifying them as sought after experts in their category.
For those instituting a retail media network in their 2025 advertising strategy—the future is bright. eMarketer predicts the US omnichannel retail media ad spend will total nearly $60 billion in 2024, a growth of 28.6 percent YoY. As the media landscape continues to shift, it’s up to brands to prepare and stay ahead of the curve. Advertisers, marketers, and communications professionals should remain agile in their approach to the growing landscape. Find your niche, test and review frequently, and understand your target audience to create a successful RMN rollout, and stand out.
