Retail media networks (RMNs) are flipping how retailers think about advertising. Instead of renting space on someone else’s platform, they’re turning their own turf—websites, apps, and in-store screens—into high-value ad inventory. It’s about using what you already have to drive new revenue.
And it’s working. Retail media ad spending is projected to hit $150 billion globally by 2026. Walmart Connect, Target Roundel, and Amazon Ads are leading the charge. But here’s the thing: this isn’t just a big-box game. Mid-size retailers are building RMNs too, thanks to digital signage, smarter data strategies, and more accessible tech.
Let’s get into what makes a retail media network successful, and how to avoid building one that just burns budget without results.
What Are Retail Media Networks (RMNs)?
A retail media network is a retailer’s own advertising platform, delivering targeted ads across:
Online properties: Banner ads, sponsored listings, and search results on your ecommerce site
Apps: Personalized offers and dynamic product placements
In-store digital signage: Screens near shelves, endcaps, entrances—where store ads actually matter
What makes RMNs powerful is the data. Retailers know what their customers buy, browse, and ignore. This data helps serve better digital advertising at the exact moment someone’s ready to make a decision.
Why Should You Care About Retail Media Networks?
Retailers love RMNs for one big reason: money. But the real benefits run deeper:
For Retailers
New revenue from store ads and digital inventory
Better shopper insights from ad performance
Differentiation from ecommerce-only competition
Ability to compete with social media and search ad platforms
For Brands
High-intent audiences, right at the point of sale
First-party targeting and cleaner attribution
Smarter ad formats: video, interactive displays, sponsored content
Boost in brand awareness through omnichannel exposure
For Shoppers
More relevant promotions
Real-time offers tied to loyalty programs
Seamless integration across digital and physical touchpoints
Digital Signage: The MVP of Retail Media Networks
Digital signage isn’t a side hustle in your RMN—it’s the backbone of the in-store experience. Screens near products give brands the ability to influence purchase decisions in real time.
Here’s how signage makes RMNs better:
Targets based on location, traffic flow, or inventory
Tracks views, interactions, and even conversion lift
Supports hybrid content: ads, wayfinding, product info
Connects to online campaigns for cross-channel consistency
Put simply, a good screen strategy turns every aisle into an ad unit.
Need Help Getting Started?
How to Build Retail Media Networks
Here’s your no-BS checklist to get started:
1. Get the Tech Right
Start with reliable SoC displays or robust media players
Use a CMS built for retail workflows
Integrate analytics from day one
2. Use the Data You Already Own
POS data for product-level targeting
Loyalty programs for segmentation
Store traffic heatmaps to optimize screen placement
3. Build the Business Model
Sell high-impact placements: endcaps, entrance screens, checkout zones
Offer tiered pricing and seasonal promos
Create simple ad packages for brands with varying budgets
4. Start with a Pilot
One or two stores. Real testing. Real feedback.
Iterate before scaling.
Measure obsessively.
What Retail Media Networks Get Right (and Wrong)
What Works:
✅ Screens placed at eye level, near high-traffic zones
✅ Short, contextually relevant ads
✅ Simple, transparent packages for advertisers
✅ Cross-channel messaging (web + app + store)
What Doesn’t:
❌ Cluttered screen environments
❌ Static content on rotation for weeks
❌ Zero connection between digital and physical touchpoints
❌ No staff training or ad ops process
Real Talk: RMNs Are Not a Gold Rush for Everyone
Let’s be honest. According to eMarketer, Amazon and Walmart control over 84% of retail media ad spending. Everyone else is fighting over the leftovers.
That doesn’t mean it’s a losing game. It means your RMN needs to punch above its weight:
Know your niche. Hyper-targeted can outperform hyper-scale.
Provide unified measurement across digital and physical environments.
Offer real value—data transparency, audience insights, real-world lift.
And if you’re not ready to go it alone, there are turnkey providers that can help you scale without reinventing the wheel.
What’s Next? RMN Trends to Watch
The RMN landscape is maturing, fast. Here’s where it’s heading:
Programmatic Expansion: Off-site and in-store inventory bought together in real time
AI-Powered Optimization: Smarter placements, faster decisions, better ROI
Sustainability Focus: Energy-efficient displays and fewer printed signs
Privacy-First Targeting: Loyalty data yes, facial recognition no
And yes—expect more retailers to quietly outsource to RMN platforms that can handle the heavy lifting behind the scenes.
Top Retail Media Networks to Watch
Several retail media networks stand out for their innovation:
- Walmart Connect: Uses the retailer’s huge scale with in-store, online, and off-site advertising
- Amazon Ads: The pioneer in retail media, offering sponsored products, display ads, and video
- Target Roundel: Combines rich customer data with multi-channel capabilities
- Kroger Precision Marketing: Uses purchase data for highly targeted campaigns
- Home Depot Retail Media+: Focuses on DIY and professional customers
- Instacart Ads: Connects food brands with grocery shoppers in real-time
- Albertsons Media Collective: Specializes in grocery-specific targeting
Final Word: Retail Media Networks Are a Strategy, Not a Shortcut
Retail media networks are more than screens and banners. Done right, they’re strategic tools that drive loyalty, sales, and long-term brand relationships.
But they require more than a few digital displays and an ad sales team. You need real-time data, the right content, and a plan that supports both shopper needs and advertiser goals.
Need help getting your RMN off the ground—or fixing the one you already launched? Let’s talk.
FAQ
How much does it cost to implement a basic Retail Media Network?
A basic RMN implementation typically costs between $50,000-$100,000 for a mid-sized store, including digital displays, software, and initial setup. Costs vary based on factors like number of screens, software sophistication, and integration requirements. Larger retailers should expect higher investments for enterprise-level solutions.
Can small retailers compete with large retail media networks like Walmart and Amazon?
Yes, smaller retailers can successfully compete by focusing on their unique advantages. Local retailers often have stronger community connections and more detailed customer insights. They can offer brands highly targeted advertising opportunities to specific demographics or neighborhoods. Success comes from emphasizing quality over quantity and leveraging detailed customer knowledge for precise targeting.
What's the typical ROI timeline for a new RMN?
Most retailers see initial ROI within 12-18 months of implementing an RMN. Early revenue comes from brand advertising partnerships, while long-term returns are driven by increased shopper engagement and sales lift. Success metrics include advertising revenue, increased basket size, and improved customer retention rates.
