Retail media is growing digital marketing opportunity for retailers and brands to drive product discovery and sales with consumers. Globally, 42% of consumers indicated they have clicked on an online advertisement with intention to buy that product, according to the 2023 Online Consumer Behavior Global Report conducted by Rithum and Dynata. Cross-border e-commerce retail media advertising requires an understanding of local market dynamics, how to leverage historical campaign data, and optimizing ad spend. Here are five tips to boost cross-border e-commerce retail media advertising revenue.
1. Understand and leverage retail media networks
- Choose the right global and regional retail media networks with a strong presence in your target markets such as: Amazon, Walmart, Target, and others.
- Use platform-specific tools. For example, sellers can use Amazon DSP (Demand-Side Platform) for precise programmatic advertising that targets consumers across different regions.
2. Use localized content and creative
- Ensure cultural and language adaptation. Ad content involves more than translation. It must also be localized to resonate with local consumers. You can achieve this by tailoring your messaging, imagery, and promotions to align with consumer behaviors in each market.
- Consider local trends and preferences. Campaigns should adapt to reflect local shopping trends, holidays, product seasonality and preferences. These include popular sales events such as Singles Day in China or Black Friday in the US.
3. Target advertising based on data
- Leverage first-party data. Use your (and the retailer’s) customer data to create highly targeted campaigns. Segment your audience by shopping behavior, location, and preferences to deliver personalized ads that resonate in each retailer market.
- Use retail media analytics. Monitor ad performance and refine your strategy in real –time using insights from Amazon Marketing Cloud, in-platform reporting, and other retailer-specific reporting capabilities. This data-driven approach ensures that your campaigns remain effective and relevant.
4. Focus on high-value placements
- Strategically place ads where they will have the greatest impact depending on your strategy and goals. Position your ads at the top of search results, on product pages, or within relevant categories. Securing high-value placements can boost visibility and drive conversion.
- Bid smart by implementing dynamic bidding strategies to secure premium ad placements during peak shopping times, such as major local holidays or sales events.
5. Optimize for local market compliance and logistics
- Ensure your ads comply with local regulations, consumer protection laws, and privacy regulations.
- Offer localized customer support in local languages to enhance customer trust.
“It’s critical to balance winning strategies from retail media giants such as Amazon and eBay, while also tapping into regional retailers that reach a niche audience for your brand.”
Meghan Barden, Director, Global Retail Media at Rithum
“As more retailers across the globe launch their retail media network offerings, it is critical to ensure you are balancing winning strategies from the retail media giants such as Amazon and eBay, while also dipping into regional retailers that may have a niche audience you would like to target,” said Meghan Barden, Director, Global Retail Media at Rithum.
Cross-border e-commerce retail media planning for the holiday season
Brands and retailers should plan early ahead of the peak holiday shopping season. 68% of global consumers said they intended to wait for annual promotional shopping events such as Amazon Prime Day, Black Friday and other annual sales before making expected purchases, according to the Dynata survey.
Rithum offers robust reporting which brands and retailers can use to analyze past holiday sales data trends in your target markets. Understand what products are in demand, local shipping behaviors, and key dates. Connect with your key retailers to understand their promotion plans, upcoming discounts and overall messaging during the peak season. There can be an opportunity to draft from the traffic they are driving and tap into unrealized opportunities with incremental shoppers.
Ensure you have a sufficient stock of best-selling products. Plan to secure high-visibility ad placements on key retail media platforms. Implement retargeting strategies to reach customers who have shown interest in your products but haven’t made a purchase. Offer incentives such as limited-time discounts to drive sales.
Rithum allows brands and retailers to monitor and adjust your retail media ad strategy in real-time. Keep a close eye on your campaign performance, sales data, and inventory levels throughout the holiday season. Be prepared to adjust your cross-border e-commerce strategy quickly based on what’s working and what’s not.
Use AI-driven insights to optimize retail ad campaigns in real time
Rithum provides direct insights into product attributes and data, like inventory, sales data, and labeling. Brands and retailers can use granular product data to support your strategy. Using AI-driven insights, Rithum’s retail media solution can help you allocate budget, optimize bids, spend strategically throughout the day, and adjust product placements in real-time.
After the peak holiday season, continue to advertise while measuring successes and learnings throughout the seasons. Gather feedback from your holiday campaigns to learn what worked and what didn’t. Use these insights to improve your cross-border e-commerce retail media ad strategy for next year.
Learn how to expose your products to more consumers by creating, monitoring, and managing all your marketplace and retail site advertising through Rithum. Schedule a demo here.
