Saa akwankyerɛ yi kyerɛkyerɛ nea aguadidan mu dawurubɔ kata so ankasa, sɛnea ɛsono wɔ aguadidan mu nsɛm ho amanneɛbɔ ne aguadidan mu aguadi ho, akwan bɛn na ɛde nea efi mu ba ne nea enti a ɛte saa, ne sɛnea wobɛkyerɛ sɛ wo ɔsatu ahorow no reyɛ adwuma anaa. Nkyerɛase biara nni hɔ ma wɔn ankasa yiyedi - nhyehyɛe a wuhia na wode asi gyinae pa ara kwa.
Dɛn Ne Adetɔnbea Dawurubɔ?
Adetɔnbea ho dawurubɔ yɛ dwumadi a wotua ho ka ne nea wɔde hyɛ nkurɔfo nkuran a ahyɛnsode anaa adetɔnfo de di dwuma de ma nkurɔfo hu nneɛma a wɔyɛ na wɔtɔ wɔ honam fam ne dijitaal mmeae ahorow nyinaa. Ɛtrɛw sen sɛnea nnipa dodow no ara susuw sɛ - ɛka biribiara ho fi promotional end cap wɔ grocery store so kosi sponsored product listing wɔ Amazon so kosi personalized email a adetɔfo bi adetɔ abakɔsɛm kanyan so.
Nea ɛma ɛda nsow wɔ aguade ho dawurubɔ a wɔbɔ wɔ nneɛma nyinaa ho ne sɛnea ɛbɛn adetɔn no. Adetɔnbea dawurubɔ yɛ adwuma wɔ mmeae a adetɔfo wɔ adetɔ adwene mu dedaw - na saa nsɛm a ɛfa ho no ne nea ɛma ɛyɛ adwuma sen aguade ho dawurubɔ a ɛtrɛw bere nyinaa wɔ nsakrae mu. Ntease a wonyanea aguadidan mu tebea kyerɛ ankasaɛnnɛ - a ne dijitaal nsusuwii ka ho - ne mfiase ma ɔkwan biara a etu mpɔn.
Adetɔnbea Dawurubɔ vs. Adetɔnbea Aguadi vs. Adetɔnbea Nsɛm ho Amanneɛbɔ
Saa nsɛmfua abiɛsa yi de di dwuma de sesa wɔn ho wɔn ho, na adwene a ɛyɛ basaa no de nea efi mu ba ankasa ba wɔ nhyehyɛe ne sikasɛm nhyehyɛe mu.
- Adetɔnbea a wɔtɔn nneɛma wɔ sotɔɔ muyɛ ɔkwan a wɔfa so yɛ adwuma ho mfonini a edi mũ: ade, bo, sotɔɔ nhyehyɛe, nsɛm a wɔde hyɛ nkurɔfo nkuran, ne adetɔfo osuahu.
- Dawurubɔ a wɔde ma wɔ aguadidan muyɛ nkitahodi fã a ɛwɔ saa nhyehyɛe no mu - nkrasɛm a wotua ho ka ne nea wɔde hyɛ nkurɔfo nkuran a wɔayɛ sɛ ɛbɛma nkurɔfo ahu na wɔatɔ.
- Nsɛm ho amanneɛbɔfo a wɔtɔn nneɛma wɔ sotɔɔ muyɛ ɔkwan pɔtee bi a ɛwɔ aguadidan mu dawurubɔ mu: dawurubɔ a wɔde ahyɛ adetɔnfo bi ankasa abɔde a nkwa wom mu (wɛbsaet, app, wɔ-store screens mu) a wɔde saa adetɔnfo no kan-party shopper data di dwuma.
Brands a wɔfa "retail advertising" ne "retail media" sɛ ade koro no taa de sika hyɛ on-site sponsored listings mu boro so bere a wobu wɔn ani gu-store execution, email, ne off{3}}site akwan a ɛtaa yɛ adwuma yiye ma nhumu ne nokwaredi botae ahorow mu.
Nea Enti a Bere a Wɔde Yɛ Adwuma no Ho Hia Mprempren
Ɛkame ayɛ sɛ aguadidan mu aguade ho dawurubɔ renya nkɔso ntɛmntɛm sen aguade ho dawurubɔ kuw foforo biara. Sɛnea ɛte noeMarketer 2025 Retail Media Nkɔmhyɛ Nsakraeɛ, wɔhwɛ kwan sɛ sika a wɔsɛe no wɔ aguadidan mu nsɛm ho amanneɛbɔ ho dawurubɔ mu no bɛkɔ soro wɔ afe afe dodow a wɔabom ayɛ 17.2% kosi afe 2028.WARC 2025 wiase nyinaa dawurubɔ ho sika a wɔsɛe no ho nsɛmde sika a wɔde asie wɔ nsɛm ho amanneɛbɔfo a wɔtɔn nneɛma wɔ aguadidan mu nyinaa bɛyɛ dɔla ɔpepepem 177 wɔ afe no mu.
Tumi abien a ɛwɔ nhyehyɛe mu na ɛhyɛ eyi akyi. Nea edi kan no, third-party cookies no ayera wɔ ɔkwan a etu mpɔn so. Adetɔnfoɔ kura data a ɛhyɛ botaeɛ kwan no mu pɛpɛɛpɛ: tẽẽ, wɔpene so, tɔ-gyina adetɔfoɔ ho nsɛm so. Nea ɛtɔ so mmienu, aguadidan mu nsɛm ho amanneɛbɔ nkitahodibea - Amazon Advertising, Walmart Connect, Kroger Precision Marketing, Target Roundel - ayɛ dawurubɔ nhyehyɛe a ɛma saa data no tumi nya na wotumi susuw wɔ nsenia mu. Nnwumakuw a wonim sɛnea wɔyɛ adwuma wɔ abɔde a nkwa wom yi mu no wɔ akansi mu mfaso ankasa. Wɔn a wɔnyɛ saa no reyɛ oprehyɛn anifuraefo kɛse.
Adetɔnbea Dawurubɔ Akwan Titiriw no
Wɔ-Store Dawurubɔ mu
Honam fam aguadi da so ara yɛ adetɔ dodow no ara wɔ akuw dodow no ara mu, na wɔ{0}}store mu dawurubɔ du adetɔfo nkyɛn wɔ gyinaesi bere - ɛnyɛ ansa na wɔasusuw ho sɛ wɔbɛtɔ, na mmom bere a wɔreyɛ.
Formats no firi end cap displays ne point-of-sale signage kɔsi digyital options a ɛrekɔ soro.Ɛlektrɔnik nneɛma a wɔde kyerɛw nneɛma wɔ shelf sowɔakɔ akyiri asen bo a wɔda no adi - nnɛ de noɛlɛtrɔnik shelf label mfiridwumaboa bere ankasa -bere mu nsɛm a wɔde hyɛ nkurɔfo nkuran, bere a wɔkan kɔ akyi, ne QR-a wɔde abɔ nneɛma nkratafa, na ɛdan bo a wɔakyerɛw no ma ɛbɛyɛ dawurubɔ a ɛyɛ nnam.Digital endcap a wɔde kyerɛ nneɛmanenneɛma a wɔde kyerɛ nneɛma a ɛda adi pefeeyɛ nneɛma a wɔde kyerɛ a ɛma bere a wɔde tra hɔ ne adetɔ a wɔde nkate yɛ.
Asɛm a ɛfa in-store investment ho no yɛ tẽẽ: adetɔfoɔ a ɔhyia nkɔsoɔ wɔ shelf no, ɛda adi sɛ ɔbɛyɛ ho adwuma kɛseɛ sene deɛ ɔhunuu nkɔsoɔ korɔ no ara wɔ digyital dawurubɔ mu mfitiaseɛ wɔ da no mu. Digitals ɔsatu ne in-store execution ma wɔn ho wɔn ho sanba yɛ kɛse - wɔnsi akan.
Wɔ-Site Retail Media so
Nneɛma a wɔboa ne dawurubɔ ahorow a wɔde kyerɛ wɔ aguadidan ahorow wɛbsaet ahorow so no twa adetɔfo a wɔde wɔn adwene asi so sɛ wɔbɛtɔ dedaw no kwan. Obi a ɔrehwehwɛ "mpaboa a wɔde tu mmirika" wɔ adetɔnfo bi wɛbsaet so asi gyinae dedaw sɛ ɔbɛtɔ; asɛmmisa no ne sɛ brand bɛn na wɔbɛpaw. Ɛno nti na on-site retail media taa yɛ adwuma sene dijitaal dawurubɔ a ɛwɔ hɔ nyinaa wɔ nsakraeɛ metrics so.
Mfasoɔ titire ne closed-loop attribution: ɛfiri sɛ adetɔnfoɔ no na ɛhwɛ dawurubɔ a wɔde bɛto hɔ ne nea wɔde bɛtɔ nyinaa so, ɛbɛtumi asi so dua sɛ ebia obi a ɔhunuu wo dawurubɔ no tɔɔ ampa anaa. ROAS akontabuo a wɔabɔ ho amanneɛ (wɔtaa fa 3x ne 10x ntam) kyerɛ mfasoɔ a wɔnya nyinaa, nanso - wɔnbu adetɔn a anka ɛbɛsi ɔkwan biara so no ho akontaa. Sɛ wosusuw ROAS a ɛkɔ soro wɔ kuw a wɔakura mu ho a, ɛma wunya dodow a ɛyɛ nokware.
Off-Site Retail Media ne Digital Channels
Off{0}}site retail media de adetɔnfoɔ bi a ɛdi kan-party data di dwuma de kɔ wɔn adetɔfoɔ nkyɛn wɔ abɔnten akwan - kyerɛ ntwamutam, sohyial media, ne TV a ɛka ho. Ɛfata yie ma mid-funnel botaeɛ: sɛ wobɛduru category browsers a wɔnsakyeraeɛ, anaasɛ wobɛsan ayɛ lapsed customers adwuma. Attribution yɛ den sen on-site, na sikasɛm nhyehyɛe a ɛba fam koraa no korɔn, enti mpɛn pii no ntease wom bere a on-site ne in-store akwan horow no reyɛ adwuma dedaw akyi.
Google Shopping dawurubɔ ne social a wotua ho ka (Meta, TikTok, Pinterest) yɛ adwuma ka retail media ho sen sɛ ɛbɛyɛ adwuma wɔ mu. Nhwehwɛmu a wɔatua ho ka kyere wɔ-gua adwene mu; social platforms kyekyere nhumu na ɛkɔ ntɛm{2}}akwantu adetɔfoɔ nkyɛn.Digitals signage ano adurunebar-nsɛso LCD shelf screensfa saa ntease koro no ara a ɛfa botae ho no bra honam fam sotɔɔ no mu, de nneɛma a ɛyɛ nnam ma wɔ beae a wɔtɔn no.
Sɛnea Wobɛkyekye Ɔkwan a Ɛyɛ Adwuma Ankasa
Fi ase wɔ botae so, na ɛnyɛ ɔkwan a wobɛfa so
Wɔsɛe sika a wɔde bɔ aguade ho dawuru wɔ aguadidan mu dodow no ara efisɛ wɔpaw ɔkwan no ansa na botae no mu ada hɔ. Nhumu ɔsatu ne nsakrae ɔsatu hwehwɛ sɛ wɔde akwan horow a ɛsono emu biara frafra. Nneɛma a wɔde boa ho dawurubɔ a wɔde bɛma ahyɛnsode bi a adetɔfo nte ho asɛm no bo yɛ den na ɛnyɛ adwuma yiye. Nhumu a wɔbɛkyekyere ama ade a wonim no yiye dedaw no yɛ sika a wɔsɛe no a ɛho nhia. Kyerɛkyerɛ nea worebɔ mmɔden sɛ wobɛyɛ - nhumu, nsusuwii, nsakrae, anaa nokwaredi - ansa na woasi baabi a wobɛsɛe sika ho gyinae.
Map a wode bɛtɔ akwantu no, afei fa akwan horow no hyia
Adetɔfo nni ɔkwan a ɛyɛ linear so. Ɔdetɔfoɔ bi bɛtumi ahunu adeɛ bi wɔ TikTok, de atoto akwan a wobɛtumi apaw wɔ adetɔnfoɔ wɛbsaet so, na watɔ wɔ-store mu nnansa akyi. Sɛ wunim touchpoints a ɛsoa emu duru kɛse ma w’atiefo pɔtee no a, ɛno na ɛkyerɛ baabi a sikasɛm nhyehyɛe wɔ mfaso kɛse. Adetɔnfo atiefo nhumu ne adetɔ ho nsɛm betumi ayɛ eyi ho mfonini wɔ ntease mu pɛpɛɛpɛ - nsusuwii no bo yɛ den sen nhwehwɛmu no.
Bɔ ma nsɛm a ɛfa ho no, ɛnyɛ brand no nkutoo
In-store dawurubɔ yɛ adwuma wɔ nsenia ne ahoɔhare soronko koraa sen sohyial video. Shelf-edge display wɔ nea ennu sikani abien a ɛde di nkitaho. Email a wɔde kɔma adetɔfo a wayera no wɔ baabi a ɛfa nsɛm a ɛfa ho.Retail display adebɔɛno a wɔasi ama ne mpɔtam pɔtee no yɛ adwuma sen brand agyapade a wɔadan afi ɔkwan foforo so bere nyinaa.
Sua nea ɛkɔ soro ankasa
Set wo metric titiriw ansa na ɔsatu no afi ase, na yɛ ɔsatu no sɛnea ɛbɛyɛ a ɛbɛma data a ɛho tew atia no. Wɔ nsakraeɛ ɔsatuo mu no, fa adetɔn a wɔma so a wɔsusuu wɔ holdout kuw bi ho di dwuma - total ROAS ka organic adetɔn a anka ɛbɛba a ɛnyɛ dawurubɔ. Sɛ wopɛ nhumu ɔsatuo a, di foforɔ-kɔ-brand rate ne kyɛfa a wɔhwehwɛ wɔ adetɔnbea tebea no mu akyi. Wɔ nokwaredi ɔsatu ahorow ho no, di adetɔ dodow a wɔsan yɛ no akyi wɔ nnafua 90–180 mu. BiESL ROI akontaabu afiribetumi aboa ma wɔakyerɛ dodow a ɛwɔ in-store dijitaal fã a ɛwɔ ɔsatu bi mu - ade a ɛtaa kɔ a wontumi nsusuw na ɛno nti ɛyɛ nea wɔatwa.
Mfomso Nsia a Ɛma Retail Dawurubɔ Budget no Nsɛe
1. Retail media a wɔbɛfa no sɛ ɔkwan a wɔfa so yɛ no nyinaa.Ɛyɛ channel biako. Sɛ wode wo ho to so nkutoo a, ɛma in-store gyinaesi bere - a adetɔ a etwa to dodow no ara da so ara kɔ so - a wonni ho dwuma koraa.
2. Nsakraeɛ ɔsatuo a woreyɛ a enni upper-funnel mmoa.Adetɔfo a wɔntee brand bi ho asɛm da no nkliki sponsored listings so. Nsakyeraeɛ akwan hia awareness investment wɔ wɔn akyi, anyɛ saa a click-through rates no bɛma abasamtuo a placement quality mfa ho.
3. Sika a wode bɛto dijitaal mu bere a in-store osuahu no di nkogu.Digitals ɔsatu a emu yɛ den a ɛba awiei wɔ out-of-stock shelf anaasɛ a wontumi nhu wɔ-store promotion no nnyɛ adwuma yiye kɛkɛ - ɛde brand bere a enye ba.ESL dynamic bo a wɔbɔde in-store promotions a ɛne digyital ɔsatu ahorow hyia no sie ankasa, yi saa nsonsonoe yi fi hɔ.
4. Adebɔ a wɔbɛsan de adi dwuma wɔ akwan horow so.Nea ɛyɛ adwuma wɔ social feed so no yɛ mfomso ma shelf label. Channel-specific creative nyɛ optional - ɛyɛ nsonsonoeɛ a ɛda agyapadeɛ bi a wɔrehyɛ no nsow ne deɛ wɔabu wɔn ani agu so ntam.
5. ROAS a wɔabɔ ho amanneɛ a wɔbɛsusu a wɔnyɛ incrementality testing.Retail media platforms bɔ sika a wonya fi adetɔfo a wɔada wɔn ho adi - ho amanneɛ na ɛnyɛ sika a ɛbae noɛfirino ho dawurubɔ no. Holdout sɔhwɛ nkutoo ne ɔkwan a wotumi de ho to so a wobɛfa so ahu wo sanba ankasa.
6. Deploying in-store digital a wonte mfiridwuma no ase.ESL ɔsatuo hwehwɛ sɛ wɔte refresh rates, wireless protocols, ne content management systems ase.Sɛnea ɛlɛtrɔnik shelf label ahorow yɛ adwumawɔ nneyɛe mu no kyerɛ nea ɛyɛ nokware sɛ wɔbɛhyɛ bɔ wɔ ɔsatu krataa tiawa mu.
Nsɛm a Wɔtaa Bisa
Nsonsonoe bɛn na ɛwɔ aguadidan mu dawurubɔ ne aguadidan mu nsɛm ho amanneɛbɔ ntam?
Adetɔnbea ho dawurubɔ fa nneɛma a wotua ho ka ne nnwuma a wɔde hyɛ nkurɔfo nkuran a wɔayɛ sɛ wɔde bɛma wɔatɔn nneɛma wɔ sotɔɔ mu nyinaa ho. Adetɔnbea nsɛm ho amanneɛbɔ yɛ ɔkwan pɔtee bi a ɛwɔ mu - dawurubɔ a wɔde gu adetɔnfo bi abɔde a nkwa wom nhyehyɛe mu denam wɔn akuw data a edi kan-apontow so. Nsɛm ho amanneɛbɔ a wɔtɔn wɔ aguadidan mu nyinaa yɛ aguadidan mu aguade ho dawurubɔ; aguadidan mu dawurubɔ dodow no ara nyɛ aguadidan mu nsɛm ho amanneɛbɔ.
Nneɛma a wɔtɔn wɔ aguadidan mu ho dawurubɔ bo yɛ ahe?
Ɛsono ɛka a wɔbɔ wɔ akwan horow so. Wɔ-store display nhyehyɛe ahorow betumi afi ase wɔ dɔla mpempem kakraa bi wɔ adetɔnfo biara mu. On-site retail media yɛ bid-based a enni fixed floor, ɛwom sɛ sikasɛm nhyehyɛe a ennu $5,000 ɔsram biara ntaa mma data a ɛdɔɔso a ɛbɛma ayɛ yiye. Off-site retail media taa hwehwɛ $25,000 anaa nea ɛboro saa wɔ ɔsatu biara mu. Sɛ wopɛ in-store dijitaal dawurubɔ pɔtee a, hwɛ eyiɛlɛtrɔnik shelf label ho ka a wɔsɛe no.
So aguadidan mu aguade ho dawurubɔ yɛ nea wobetumi de adi dwuma ama nneɛma akɛse nkutoo?
Dabi, nneɛma nketewa taa yɛ adwuma sen akansifo akɛse denam sikasɛm nhyehyɛe a wɔde wɔn adwene si ɔkwan biako anaa abien a ɛfa ho kɛse so sen sɛ wɔbɛtrɛw teateaa mu wɔ biribiara mu. Channel mix no sesa bere a scale te; nnyinasosɛm ahorow a ɛfa ɔkwan a wɔfa so yɛ adwuma ho no nyɛ saa.
Dwuma bɛn na ɛlɛtrɔnik shelf label ahorow di wɔ aguadidan mu aguade ho dawurubɔ mu?
Retail ɛlɛtrɔnik shelf nkyerɛwde ahorowwɔadan afiri boɔ nnwinnadeɛ so akɔ dawurubɔ mmeaeɛ a ɛyɛ nnam - a ɛkyerɛ nsɛm a wɔde hyɛ nkurɔfoɔ nkuran, bere a wɔkan kɔ akyi, ne QR koodu a ɛbata nneɛma nkratafa ho, ne nyinaa yɛ foforɔ wɔ akyirikyiri ne ntɛm ara. Wɔ brands a wɔreyɛ digyital ne in-store ɔsatu a wɔayɛ no biako no, wɔreyɛ ayɛ adwinnade a ɛma afã abien no nyinaa yɛ pɛ.Asɛm a ɛfa nsakrae a wɔde kɔ ESL ahorow so no hoka nea enti a saa sika a wɔde hyɛ nnwuma mu yi abɛyɛ ade titiriw wɔ nnɛyi aguadidan mu nsɛm ho amanneɛbɔfo a wodi mu no ho asɛm.
Nea Ɛwɔ Ase Mu
Retail dawurubɔ de sanba a ɛkɔ so daa ma bere a wɔasi sɛ nhyehyɛe a ɛka bom - botae a edi kan, channel mix a ɛto so abien, context-specific adebɔ abiɛsa, ne susudua a wɔayɛ ansa na wɔasɛe dɔla a edi kan no. Nhyehyeɛ tebea a ɛfa yei ho no nyɛɛ papa da: adefoɔ a ɛdi kan-party data, akontaabuo platforms kɛseɛ, ne in-store mfiridwuma a awieeɛ koraa no ɛto kwan a ɛda digyital ɔsatuo ne honam fam kum ntam.
Nsonsonoe a ɛda brand ahorow a wohu nea efi mu ba a emu yɛ den ne nea ɛntaa nyɛ no ntam no nyɛ sikasɛm nhyehyɛe - ɛyɛ nea ɛda adi pefee wɔ nea wɔrebɔ mmɔden sɛ wɔbɛyɛ ansa na wɔafi ase asɛe sika no ho. Sɛ woreyɛ nhwehwɛmu wɔ-store digital options pɔtee a, yɛnretail display ano adurukrataafa no kata hardware ne software a ɛwɔ hɔ ma shelf-level ne aisle advertising execution.
