3 examples of effective sponsored ads on retail media networks

Summary

Sponsored ads are promoted content that blends seamlessly into the native environment of a website or app, such as appearing as 'Featured' search results on Instacart. These ads are a cornerstone of retail media networks, which are ad infrastructures spanning retailers' digital properties (e.g., eBay, Walmart, Target). For brands, sponsored ads enhance visibility, establish credibility, and drive sales, while retailers generate significant revenue—Amazon reportedly gets nearly three-quarters of its ad revenue from them.

The article presents three case studies: Reebok used eBay's Promoted Listings, prioritizing well-stocked items, achieving a 55% sales increase and $15:1 ROAS. Clorox partnered with Target's Roundel to identify high-value customers from 1.4 million new ones; through surveys and A/B testing, they boosted retention by 25% and tripled ROAS. Hershey collaborated with Walmart Connect for an omnichannel Halloween campaign, lifting sales 73% and improving ad-exposed ROAS by 30%.

The article emphasizes strategies like inventory-based prioritization, audience segmentation, and omnichannel storytelling. It also notes that many retailers lack the technical infrastructure for such ads, but platforms like Moloco's can help launch within two months. Overall, the article showcases how sponsored ads on retail media networks offer powerful, targeted advertising close to the point of purchase.