Retail Media Allocation

How to allocate retail media budget like an expert…across a dizzying array of options

A Research Report by Kiri Masters and Matteo Bizon

About The Research

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How to allocate retail media budget like an expert…across a dizzying array of options

Most retail brands have significant resource constraints around their retail media advertising strategy. Budgets are limited, and time and people resources are limited. Compounding this crunch are CPCs, which are on the rise. Whether the goal is to grow market share or maintain profitability, most brands need to look beyond Amazon advertising for future results.

Retailers are launching media platforms at a faster clip than seen before. They each promise great results and ways to reach net-new customers. On the surface, it’s always great to have more options. But you can’t be everywhere at once! Each new media platform requires time and budget. And there’s the risk that any given channel won’t deliver.

New white paper from Bobsled

Twice per year, Bobsled produces research and best practices on the most challenging eCommerce questions of our time. Our research, released in May 2022 is on how successful retail brands are allocating their media budget, across a burgeoning array of retail channels and media platforms.

What you will get:

  • A white paper with our research findings
  • 2 frameworks to use to make budget allocation decisions and compare retail media platforms
  • A webinar that gives an overview of research findings and our recommendations

There’s the platform over here, there’s a platform over there, and GoPuff  is launching their platform and Jokr’s launching their platform, and these guys over here are doing it, and Kroger has a media platform… you can quickly stretch yourself out like spreading peanut butter on a slice of bread where you’re so thin that you don’t really achieve anything effectively.”

— Research respondent

About the Authors

Kiri Masters

Kiri Masters is Head of Retail Marketplace Strategy at Acadia. Before its acquisition by Acadia, Kiri was previously the Founder & CEO of Bobsled Marketing, a digital agency that helps established consumer brands grow their retail marketplace sales channels. Bobsled was named one of the top 18 Amazon firms by Business Insider and ranks in the Marketplace Pulse Top 100.

Kiri is a contributor to Forbes, where she writes a weekly column about retail marketplaces from a brand’s perspective. She hosts the Ecommerce Braintrust podcast, and is the co-author of the books Instacart for CMOs and Amazon For CMOs (ranked one of the top 100 retail books of all time).

Matteo Bizon

Matteo Bizon has a background in marketing management, and before joining Bobsled, he worked for Amazon as a PPC specialist for the Italian marketplace.

During that time, he learned the foundations of Amazon advertising and improved his ability to communicate with clients by evaluating their business goals and by transforming this information into strategic opportunities. Matteo has brought all his knowledge and skill to Bobsled Marketing where he is a PPC specialist.

You'll learn...

  • How to design a fluid advertising budget that meets customers where they are at in their journey

  • That not all ROAS calculations are equal…. And how to normalize results so you’re comparing apples with apples.

  • Why allocating budget by channel or retailer is a flawed approach, even though its the most obvious method

  • Which metrics are actually the most important to track (hint, it’s not just ROAS)

  • Tips and resources from other retail brands who are successfully allocating budgets and keeping their executive teams on board

  • How to build a test-and-learn capability and learn from mistakes, so that even failures have a positive ROI

  • What is the ideal way to move the budget where it is most efficient and get the most bang for your buck?

This report is fantastic! The funnel framework is so useful in simplifying budget allocations across RMNs, and helps brands move beyond the blunt instrument of side-by-side ROAS comparisons.

— Andrew Lipsman, Principal Analyst at Insider Intelligence

Webinar

If you missed the webinar, click below and watch the replay.

This is a report that will be very timely as all budgets are tight with the current economic situation, so optimization in this space will be key to ensuring the best chance of success on your Retail Media partner sites.

— Todd Hassenfelt, eCommerce Director, Growth Strategy & Planning at Colgate-Palmolive

Download The Report Now

If you have an army of eCommerce specialists with advanced math degrees on your team…. This is probably not for you

If you have a bottomless advertising budget and an executive team that does not demand incremental sales results from new platforms… you probably don’t need this

But if your brand sells on more than one eCommerce platform, and you want to know how to allocate retail media budget across a burgeoning array of options, this research is for you!

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Kiri Masters