Retail media is advertising spend within selling platforms such as Amazon, El Corte Inglés, Carrefour, or Mercadona. It is the fastest-growing channel in the Spanish digital ecosystem and the closest to the point of conversion.
When a shopper searches for "protein powder" on Amazon or "detergent" on Mercadona Online, they have already made the category decision. What they still need to decide is which brand. Advertising that appears at that moment carries a purchase-intent context that classic Paid Media rarely achieves.
Retail media has grown because it works, but also because it is complex. Every platform has its own bidding system, its own ad formats, and its own metrics. A retail media strategy that is not coordinated with catalog management, pricing, and stock availability produces inefficient spend.
At Elogia we operate retail media as part of the marketplace strategy, not as a standalone channel. Advertising investment decisions within Amazon or a digital retailer are made using the same data as pricing, catalog management, and profitability decisions.
Each platform has its own particularities. Amazon Ads has its own bidding logic and attribution model. Retail media on El Corte Inglés, Carrefour, or Mercadona works differently. We design the strategy for each platform based on the brand's objectives: new product visibility, position defense, new buyer acquisition, or conquest of a competitor's shoppers.
We manage the most relevant retail media formats on each platform, from sponsored product ads to programmatic display campaigns within Amazon DSP. Campaign optimization is connected to the catalog's conversion and profitability data.
A Sponsored Products campaign that drives traffic to a poorly optimized product listing or an out-of-stock item converts poorly. Retail media management is coordinated with the catalog team to ensure that the ad spend is backed by the necessary content and availability.
Retail media has an attribution problem: some of the sales attributed to campaigns would have happened anyway. We measure the true incrementality of campaigns to determine what share of the result is attributable to the ad spend and what share would have occurred without it.
