Digital retail media, or marketplace advertising, is gaining traction with the increase of digital activity spurred by the pandemic. In fact, retail media accounts for 11% of global ad spend and it’s projected to grow by as much as 60% by 2027. The same report shares that, in the US, Amazon remains one of the largest advertising platforms, taking a 13% share in digital ad spend in 2021 alone.
One of the reasons for the growing popularity of digital retail media is its capacity to precisely target an audience. Furthermore, retail media networks, such as Amazon Advertising, Walmart Connect, and Target Roundel, offer a number of significant benefits to retailers and brands. These include building better relationships with retailers, access to first-party sales data, personalization opportunities, and better shopping experiences.
Source: insiderintelligence.com
Leveraging eCommerce marketplace advertising allows you to take advantage of its growth. It can give you the opportunity to connect with customers, bank on the rise of consumer demand for digital shopping (digital grocery), and enjoy a significant boost to retail eCommerce sales.
How can brands and marketing agencies take advantage of digital retail media’s growth? Using eCommerce marketplace advertising tools lets you craft and launch optimized advertising campaigns in major marketplaces. Discover some of the best eCommerce marketplace tools that will help step up your retail advertising game.
10 eCommerce Marketplace Advertising Tools
1. Pacvue Commerce
Pacvue is an eCommerce marketplace advertising solution that lets you run retail media on some of the world’s largest marketplaces such as Amazon, Walmart, and Instacart.
The Pacvue platform is an end-to-end marketplace management tool that’s also designed to optimize ad campaigns, sales, and digital shelves. Its Pacvue Advertising solution employs retail analytics intelligence to enable enhanced retail media campaign management across various marketplaces. Pacvue lets you create a full-funnel ad strategy for every marketplace, create cross-channel optimizations, and target ads based on data, allowing you to manage your advertising campaigns at scale.
It offers marketplace advertising solutions for Amazon, Walmart, Instacart, Criteo, CitrusAd, and Kroger. Features for advertising and marketing campaigns include:
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2. Helium 10
A powerful tool for managing and growing your eCommerce business, Helium 10 is an all-in-one software for Amazon. With it, you can conduct robust product searches, uncover keywords, optimize your listings, and more. Plus, it leverages smart metrics, allowing you to view your profits, competitor rankings, and market share.
One of its features is the AI-powered Amazon PPC solution called Adtomic, which has the following features that let you optimize the way you create and manage PPC campaigns:
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3. AdRoll
AdRoll is a marketing platform for businesses of all sizes. It’s an all-in-one platform that lets you launch display ads, social media ads, and emails to increase engagement and attract new customers. Having been around for over 15 years, AdRoll is trusted by more than 100,000 brands in industries like food and beverage, health and wellness, finance, beauty, and education.
Read more4. Stackline
Use Stackline to uncover trends, leverage market intelligence, build customer loyalty, and enhance your retail media performance. Stackline is a full funnel connected commerce platform that offers a range of intelligence, operations, advertising, and loyalty platforms for growth.
Let’s look at its two advertising platforms, Drive and Pulse, in more detail.
Read more5. Perpetua
Change the way you approach eCommerce marketplace advertising with Perpetua. Leverage its eCommerce advertising optimization and intelligence software so you can grow your business on major marketplaces like Amazon, Walmart, and Instacart.
It offers four main products:
Read more6. MarinOne
MarinOne helps businesses accelerate and optimize their retail-focused advertising campaigns. Furthermore, it lets you take Amazon’s Campaign Manager a step further by making use of tools and capabilities like automated bidding, promotional calendar, and marketplace signals. One of MarinOne’s best features is it supports multiple major ad formats, including the following:
- Sponsored products
- Sponsored brands
- Sponsored display
- Amazon DSP
- Google Shopping Campaigns
- Facebook Dynamic Product Ads
Plus, it doubles as a unified platform that gives you a single interface for measuring, tracking, and optimizing all of your marketplace advertising programs, whether it’s Amazon Advertising, CitrusAd, or Instacart. It also has MarinOne Insights, which automatically identifies revenue growth opportunities while helping you cut costs. Other notable features include:
Read more7. Facebook Ads
Facebook Ads make it easy for brands and advertisers to create and launch campaigns. It provides you with easy-to-use self-serve tools and comprehensive reports. Plus, by using Facebook Ads, you can reach a wider audience given Facebook’s expansive reach, which is comprised of over two billion monthly users. This lets you drive traffic from the social media platform’s billions of active users.
Read more8. Taboola
Taboola enables brands to showcase their ads on some of the world’s top websites, including NBC, USA Today, and Business Insider. Aside from having your ads featured on trusted websites, you can use Taboola to create targeted sponsored campaigns for marketplace audiences. It lets you target audiences based on categories like their behavior and interests, buying intent, and demographics.
With Taboola, you have the opportunity to reach out to audiences in new channels, create relevant ad experiences, and meet your marketing goals.
9. WebFX
A powerful digital marketing platform, WebFX offers an array of services aside from digital advertising services, including SEO and lead generation, UX, and eCommerce solutions. Focusing on its eCommerce and advertising solutions, it offers the following:
- D2C social media advertising
- Video commerce
- Walmart marketplace advertising
- Amazon advertising management
Its online advertising services cover a range of digital advertising methods, including remarketing, programmatic advertising, PPC advertising, and social media advertising. It also offers plans for services such as online media buying, influencer marketing, and geofencing advertising.
Read more10. Blue Moon Digital
Blue Moon Digital is a digital consultancy that offers Amazon and Marketplaces marketing services. Work with digital marketing experts who employ a holistic approach to level up your marketplace program for Amazon and other major marketplaces such as eBay, Walmart, and Facebook. Its marketplace service is an end-to-end solution, covering everything from marketplace strategy to marketplace reporting and analytics.
Aside from its unique approach to advertising, it also employs advanced tools like its Domo dashboard for reporting and collecting data. Plus, it has third-party partnerships with leading platforms to help brands create scalable advertising campaigns.
Why Advertise on Marketplaces?
Advertising on retail media networks opens up new opportunities for your brand. You can advertise your products in real-time, allowing them to appear as your consumers shop or even when they’re on the verge of checking out. Plus, your ads can appear when a customer types in relevant search terms or if they’re browsing through relevant product categories. Perhaps one of the biggest benefits of advertising on marketplaces is that you can engage customers through strategically-placed ads.
Moreover, by advertising on marketplaces, you’re creating an opportunity for growth. This is because eCommerce marketplace advertising builds brand awareness, allows you to promote new products, and attracts potential customers because of the sheer scale of these marketplaces.
Working with retail media networks, such as Amazon, gives you access to comprehensive first-party data that you can use to create more impactful and effective ad campaigns. By having access to this data, you can also deliver highly targeted personalized shopping experiences through bespoke offers, for example. You even get access to a pool of individuals who are ready to shop. Think about it: they’re already on a digital marketplace, looking for a product to buy. This gives you an opportunity to showcase your brand or product at just the right time.
Additionally, advertising on marketplaces allows you to stay on brand. For example, Amazon allows sellers to build their own brand page, where you can use your brand assets. Lastly, advertising on marketplaces can be a cost-effective option. Many marketplaces offer a price-per-click option, allowing you to determine the price of every click.
Frequently Asked Questions
What is digital retail media?
Digital retail media, or marketplace advertising, is an offshoot of digital advertising. It refers to real-time ads that appear at various points, including on display and product pages. These ads can take on the form of coupons or featured products and, when done well, it can help boost ad revenue gains.
What are the best eCommerce marketplace advertising tools?
Here are our top recommendations for some of the best eCommerce marketplace advertising tools:
- Pacvue
- Helium 10
- AdRoll
- Stackline
- Perpetua
- MarinOne
- Facebook Ads
- Taboola
- WebFX
- BlueMoon Digital
What marketplaces do these advertising tools support?
Most of these eCommerce marketplace advertising tools support major marketplaces like Amazon, Instacart, Walmart, and Target, as well as marketing services like Criteo and CitrusAd.
