Retail media in the upper funnel: What advertisers say
Retail media is very popular among advertisers—according to a new survey by the BVDW, this applies not only to the lower funnel, as we’ve already discussed, but also to the upper funnel.
A new BVDW survey shows: Advertisers are increasingly using retail media in the upper funnel. This is confirmed by the survey results of the Retail Media Ecosystem focus group of the Bundesverband Digitale Wirtschaft (BVDW) e. V. According to the survey, 83% of respondents say that they already use retail media to activate the upper funnel. 51% rate the impact potential of retail media in the upper funnel as high, with a further 17% even rating it as very high.
When asked which retail media providers they had already worked with, 89% named retailers or their respective retail media networks. Two thirds have already cooperated with network marketers, more than half with AdTech providers.
Complex advantages
The advantages of retail media campaigns in the upper funnel are complex: almost 90 percent value targeting based on shopper usage behavior and purchase data, while 60 percent value the higher probability of conversion after the completion of an awareness campaign. Another 60 percent cited the fact that the retailer platform acts as a pre-filter for a user base that is ready to buy as an advantage. 46% see a high awareness reach in different, definable target groups, while 43% point out that a self-contained platform simplifies measurability. The advertisers surveyed use various retail media advertising channels for upper-funnel activation. Onsite display is the most frequently used channel at 76%. This is followed by social (69%) and digital-out-of-home (DOOH) (59%).
Find out more here.
For the study, 35 advertising executives in Germany and Austria were surveyed between May and December 2024.
