How Media Sellers Can Keep Up With Demand & The Changing Landscape

The rise of Retail Media is undeniable, now claiming 11% of total ad spend according to a recent Forbes article, driven by consumers spending more time shopping on e-commerce platforms and the explosion of mobile commerce. To capitalize on this significant market shift, media sellers must urgently evolve their strategies and product offerings to match the growing complexity. However, most generic CRM and OMS platforms fail to keep pace, making essential tasks like identifying high-margin products, preventing double-booked inventory, and managing business complexities a struggle. Therefore, media sellers must partner with an end-to-end technology solution that is purpose-built to handle these nuances and scale alongside their expanding retail media business.

Consumers are spending more time shopping online

One of the key drivers of the growth of retail media has been the increasing amount of time that consumers spend shopping online. With more and more people turning to the internet to make their purchases, retailers have had to adapt their advertising strategies to reach these consumers where they are spending their time. This has led to an increase in the use of retail media, such as banner ads and sponsored content, to reach consumers as they browse and shop online.

E-commerce continues to rise

Another factor driving the growth of retail media has been the rise of e-commerce. As more and more retailers have moved their operations online, they have had to compete for consumers' attention in a crowded digital marketplace. This has led to an increase in the use of retail media to differentiate themselves from their competitors and to attract potential customers.

The use of mobile devices is growing rapidly

The explosion of mobile devices has also played a role in the growth of retail media. With more and more people using smartphones and tablets to shop online, retailers have had to adapt their advertising strategies to reach these consumers where they are. This has led to an increase in the use of mobile-specific retail media, such as mobile banner ads and sponsored content, to reach consumers on the go.

How should media sellers respond?

Overall, the growth of retail media has been significant in recent years, and it shows no signs of slowing down. As consumers continue to spend more time shopping online, and as the e-commerce market continues to grow, retailers should increasingly use retail media to reach their target audiences and drive sales.

In addition, as the competition evolves, product offerings and complexities need to evolve as well in order to continue driving growth. Unfortunately, most CRMs and OMS platforms aren’t created with media companies in mind, making it difficult to do simple admin work, see which products have the widest margins, or prevent the dread of double-booked inventory.

That’s why media sellers should find an end-to-end technology partner that not only can handle their business complexities but also scale with them.