Pentaleap Unveils Retail Media Report: Brands Prioritize Quality, Fluid Ads Boost CTR
Pentaleap, Inc., a retail media research firm, has released a new report aiming to bring transparency to the retail media landscape. The report, discussed by Sarah Mackinnon and Andrew Lipsman, highlights current trends and opportunities in the sector. Key insights include the prioritization of high-quality placements by brands and the potential of fluid ad placements.
Brands are increasingly focusing on premium publisher environments, using whitelists to ensure brand safety and relevance. They prioritize visibility through connected TV, display ads, and native advertising, combining local and international targeting to maximize reach and conversion rates. Winners in retail media maintain better ad coverage as searches grow more complex, leveraging advanced search tech to meet shopper intent.
Fluid ad placements, which adjust dynamically based on relevance, have shown promising results. According to the report, they can more than double click-through rates compared to static, fixed placements. Over the next 12 months, Lipsman expects on-site advertising to remain the biggest opportunity, along with performance TV and in-store advertising.
Pentaleap's report offers actionable insights to help brands, retail media networks (RMNs), and advertisers improve their strategies. By understanding and adapting to these trends, they can better navigate the retail media landscape and maximize their returns.
