The following are helpful terms to know while using Zitcha’s Retail Media Platform.
Agency
An agency, specifically a media agency, is a company that specializes in planning, buying and placing advertising for clients on various forms of media, such as television, radio, print, online and out-of-home. Media agencies often work on behalf of advertisers. They are responsible for determining the best way to reach a target audience, negotiating rates with media outlets, and tracking the effectiveness of campaigns. They may also provide services such as market research and analytics, content creation, and social media management. The goal of a media agency is to help its clients effectively communicate their marketing messages to consumers through the most appropriate and cost-effective channels.
Brand
A brand, also known as a supplier or manufacturer, is a company that manufactures and sells products to other businesses rather than directly to consumers. Supplier brands typically sell to retailers or distributors, who sell the products to customers.
Brand Safe Environment
A brand safe environment is a media platform or ecosystem that is free from content that could damage the reputation or image of a brand. In a brand safe environment, the content that appears alongside advertisements or sponsored content is carefully curated or monitored to ensure that it is appropriate and in line with the values and standards of the brand. This is important because brands want to ensure that their ads are not placed next to inappropriate or offensive content, which could lead to negative associations or backlash from consumers.
Click-Through Rate (CTR)
A response rate measure, calculated as clicks divided by impressions (clicks/impressions).
Click
A response event where the viewer clicks your ad to be redirected to the retailer's website.
Cost per Click (CPC)
The price you pay for each click in your ad unit. This may be a buying model or a campaign reporting metric.
Cost per Mille (CPM)
The price you pay for every 1,000 impressions of your ad unit. This may be a buying model or a campaign reporting metric.
Demand-Side Platform (DSP)
A demand-side platform is a type of advertising technology that allows advertisers to buy ad inventory from multiple sources in real-time through a single interface. The goal of a DSP is to help advertisers find and reach their target audience effectively and efficiently by allowing them to bid on and purchase ad space in real-time through programmatic advertising.
End Cap
An end cap display, also known as an endcap or feature, at the end of an aisle in a physical store is used for product placement during a promotional period. Since a large number of customers will walk by an end cap, these are good areas to generate awareness and impulse sales.
End Date
Ending date of your campaign.
Endemic Brand
An endemic brand is a brand befitting a particular category of products or services that is sold in retail settings. For example, a brand that makes running shoes would be considered an endemic brand in the sporting goods industry.
Gross Merchandise Value (GMV)
Gross merchandise value refers to the total value of goods sold over a reporting period. It is calculated by multiplying the number of units sold by the selling price of each unit. GMV is a gross measure, different from net revenue, which takes into account the cost of goods sold and any other expenses that have been incurred in the process of selling the goods.
Impression
The event that occurs when your ad renders on the page. Note that it does not necessarily mean the ad was viewed; this is subject to the device and behaviour of the viewer.
In-Store
In-store retail media refers to advertising displayed within a physical store, rather than online or through other digital channels. In-store retail media can take various forms, including signage, displays, kiosks, and other interactive elements.
Joint Business Plan (JBP)
A joint business plan is a strategic agreement between a retailer and supplier that sets out terms to collaborate toward shared business objectives. A JBP typically outlines the goals, actions, and resources that will be required to achieve these objectives, as well as the roles and responsibilities of each partner in implementing the plan. Joint business plans may involve product development, marketing, sales, distribution, and logistics. The primary goal of a joint business plan is to create value for all parties involved by leveraging the strengths and resources of each partner to achieve mutually beneficial outcomes.
Native Ad
Native advertising is an advertising approach designed to blend in with the content of a website or platform without interruption or distraction to the audience. Native ads are often presented in a way that makes them look like product listings or editorial content. It's best practice to label these placements as "sponsored" or "promoted" to distinguish them from to maintain customer trust.
Off-Site
Off-site retail media refers to advertising that is displayed on media properties not owned by the retailer. Off-site partners include Meta, Google and The Trade Desk, supporting a variety of media placements like social, display, video and connected TV.
On-Site
On-site retail media refers to advertising displayed on a retailer's owned digital properties, such as their website or mobile app. On-site placements can include banner ads and native ads such as sponsored listings.
Personalization
Personalization is the practice of tailoring communication, products or experiences to the preferences or characteristics of an individual customer. Examples include the delivery of product recommendations or customized experiences based on behavior or preferences.
Personalization helps retailers to create a richer customer experience, build stronger relationships and improve the effective response. However, it is important for companies to balance the benefits of personalization with the appropriate collection and use of customer data.
Placement
A placement, or ad unit, refers to the specifications of the ad unit implemented within a campaign. These specifications include the surface context, media sizing and, in some cases, the targeting criteria such as keyword or audience segment.
Programmatic Advertising
Programmatic advertising is a form of automated advertising that uses algorithms to purchase and display online ads. It allows advertisers to target specific audiences based on demographics, interests, and behaviors, and to optimize their campaigns in real-time based on performance data.
Retail Media Platform (RMP)
A retail media platform is a type of advertising technology that allows retailers to sell advertising space to brands and advertisers across owned and other channels. A retail media platform lets retailers monetize their digital properties by selling ad space to brands and advertisers who want to reach the retailer's audience.
Retail Media Value (RMV)
Retail media value is the value or revenue that a retailer generates through the sale of advertising products and services.
Retailer
A retailer is a business that sells products or services to consumers. Retailers can operate in a variety of settings, including brick-and-mortar stores, online platforms, or a combination of both. Retailers may sell a wide range of products, including clothing, electronics, home goods, and groceries, or they may specialize in a particular category of products or services.
Retailers can be classified based on the type of products they sell, the size of their business, or the way they operate. For example, a specialty retailer focuses on a particular product category, such as sporting goods or home furnishings, while a department store sells a wide range of products under one roof. A small retailer may operate a single store, while a large retailer may have many locations or an online presence. Retailers may also be classified as traditional retailers, which sell products through physical stores or through catalogs, or e-commerce retailers, which sell products exclusively online.
Return on Advertising Spend (ROAS)
The total sales divided by the total gross spend (total sales/total spend).
Sales
The total quantity of items sold during the reporting period.
Shelf Wobbler
A shelf wobbler, also known as a shelf talker, is a physical promotional display that is used to attract the attention of shoppers and encourage them to purchase a product. It is a small, narrow strip of cardboard or plastic that is attached to the edge of a shelf and designed to sway or "wobble" when touched or bumped. The wobbler typically displays a message or image related to the product, such as a brand name or price, and is often placed near the product itself or in an area where it will be highly visible to shoppers.
Spend
The total gross amount that your campaign has spent, expressed in your preferred currency value.
Start Date
Starting date of your campaign.
Stock-Keeping Unit (SKU)
SKU, pronounced "skew", short for stock-keeping unit, is used by retailers to identify and track their inventory or stock.
Supplier Rebate
A rebate is an agreement to return a portion of the purchase price to the buyer after the sale has been made. Supplier rebates may be a volume rebate to businesses that purchase a certain number of goods in a set period of time. Alternatively, suppliers may offer a target percentage rebate in the case the business reaches a target percentage increase in the number of goods sold.
Supply-Side Platform (SSP)
A supply-side platform is a type of advertising technology that allows media owners, such as retailers or publishers, to sell their ad inventory to multiple advertisers in real-time through a single interface. The goal of an SSP is to help publishers monetize their ad inventory effectively and efficiently by allowing them to manage and sell their ad space through programmatic advertising.
Trade Spend
Trade spend refers to budget allocated by a supplier to programs that promote the sale of their products directly to retailers. This can include activities such as discounts, allowances, and promotions that are offered to retailers in exchange for favorable placement or promotion of the products. Trade spend can also include expenses related to marketing and sales efforts, such as advertising, in-store displays, and sales training. The goal of trade spend is to increase the demand for the manufacturer's products and drive sales, with the hope of generating a positive return on investment. Trade spend is an important part of many companies' marketing and sales strategies and can be a significant expense, particularly for consumer goods manufacturers.
Walled Garden
A walled garden is a closed ecosystem of products, content and services that a single company or organisation controls. Customers are often only able to access content or services from within the ecosystem with permission or additional fees.
Walled gardens are used to control the distribution and monetization of content, allowing a company to control which ads are shown to customers and how much advertisers are charged for the exposure.