{"id":28358,"date":"2025-04-02T11:46:12","date_gmt":"2025-04-02T09:46:12","guid":{"rendered":"https:\/\/www.trbo.com\/?post_type=glossar&#038;p=28358"},"modified":"2025-04-02T14:10:36","modified_gmt":"2025-04-02T12:10:36","slug":"retail-media","status":"publish","type":"glossar","link":"https:\/\/www.trbo.com\/de\/glossary\/retail-media\/","title":{"rendered":"Retail Media"},"content":{"rendered":"<p class=\"translation-block\">Retail Media bezeichnet Werbung innerhalb des digitalen \u00d6kosystems eines H\u00e4ndlers. Dazu geh\u00f6ren <strong>On-site Advertising<\/strong> (Werbung auf der Website oder in der App des H\u00e4ndlers), <strong>Off-site Advertising<\/strong> (Werbung auf externen Plattformen unter Verwendung von H\u00e4ndlertools und -daten) sowie <strong>In-store Advertising<\/strong> (digitale Werbung in station\u00e4ren Gesch\u00e4ften, z.\u202fB. \u00fcber Bildschirme oder Promotionsfl\u00e4chen). Im Gegensatz zu klassischer Bannerwerbung bietet Retail Media eine gezieltere Ansprache \u2013 abh\u00e4ngig von der Datenstrategie und den eingesetzten Tools des jeweiligen H\u00e4ndlers.<\/p>\n\n\n\n<p class=\"translation-block\">H\u00e4ndler mit fortschrittlichen Personalisierungsl\u00f6sungen k\u00f6nnen First-Party-Daten nutzen, um besonders relevante Anzeigen auszuspielen \u2013 basierend auf Nutzerverhalten, Kaufhistorie und Interessen. So lassen sich Sponsored Products, Retail Search Ads und dynamische Produktempfehlungen individuell anpassen, wodurch ein reibungsloses Einkaufserlebnis und h\u00f6here Conversion Rates entstehen.<\/p>\n\n\n\n<p class=\"translation-block\">Auch bei weniger datengetriebenen Setups bietet Retail Media Mehrwert \u2013 z.\u202fB. durch kategoriebasierte Aktionen, strategische Platzierungen oder markengesponserte Sichtbarkeit. In diesem Fall liegt der Fokus eher auf Reichweite als auf tiefgehender Personalisierung. Der Erfolg solcher Kampagnen h\u00e4ngt stark davon ab, wie gut sie in das Einkaufserlebnis eingebettet und \u00fcber das Werbesystem steuerbar sind.<\/p>\n\n\n\n<p class=\"translation-block\">Ein gro\u00dfer Vorteil von Retail Media liegt in der Messbarkeit. Mit den richtigen Tools k\u00f6nnen Kennzahlen wie Return on Advertising Spend (RoAS), Click-Through Rate (CTR) oder Detail Page Views (DPV) detailliert ausgewertet werden. In Verbindung mit Automatisierung und KI-basiertem Targeting wird Retail Media zu einem effektiven Instrument, um Werbeplatzierungen zu optimieren und Ums\u00e4tze zu steigern. H\u00e4ndler, die in moderne Retail-Media-Technologie investieren, verbessern nicht nur die Effizienz ihrer eigenen Werbung, sondern erschlie\u00dfen neue Umsatzpotenziale \u2013 indem sie Marken gezielte Werbem\u00f6glichkeiten anbieten. Mit dem Fortschritt von E-Commerce und datengetriebenen Marketing wird der Erfolg von Retail Media ma\u00dfgeblich durch die passende Strategie und technologische Umsetzung bestimmt.<\/p>\n\n\n\n<p><\/p>","protected":false},"template":"","resource_original_language":[],"class_list":["post-28358","glossar","type-glossar","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Retail Media | trbo<\/title>\n<meta name=\"description\" content=\"Learn how Retail Media Advertising uses retailer data to deliver targeted on-site, off-site and in-store ads that drive sales and boost ROI.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.trbo.com\/de\/glossary\/retail-media\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" 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