Clients that tested Shoptimizer saw between 12% and 15% lift in incremental sales
Before the pandemic, UM was working with a handful of clients on retail media and commerce investments that totaled about a few hundred million dollars in billings. Now, as many 40 clients are driving $2 billion in global commerce billings for the agency.
The retail media space is ballooning, and not just at UM.
By 2026, retail media will account for as much as 25% of all digital ad spend, according to Boston Consulting Group estimates. As the space becomes more important, UM’s clients often wonder how much they should spend with retailers, and how much retail media investments will drive sales.
Now, the IPG Mediabrands agency is tackling that question with its proprietary tool called Shoptimizer. The agency’s Commerce Practice will rely on the tool to plan and buy retail media.
It’s been effective so far.
Read more in Adweek.