🛒Retail Media Analysis (3/3): Ad Formats in Leading Fashion & Beauty Retail Media Networks 📊
In this third and the final edition, we look at the ad formats used by Fashion & Beauty retail media sector across the globe, examining retailers like Ulta Beauty, Macy's, Myntra Ads, Nykaa, Purplle.com, and SEPHORA.
Here's my quick observation:
🛍️ Ad Density on PDP:
Similar to our qcomm analysis, we see a variation in ad density on product detail pages (PDP). The ratio of organic to paid product listings stayed consistent across retailers, except on PDPs.
1. Myntra's PDP had the highest ad density, with 3 sponsored ads for every 4 organic listings.
2. Purplle’s PDP had the lowest ad density, featuring 1 sponsored ad for every 8 organic listings.
💳 Ads on Checkout Page:
Interestingly, Purplle was the only retailer with ads on the checkout page. It's worth investigating whether any competitors employ similar tactics?
✨ Unique Ad Formats:
1. Macy's featured Product Video Ads on the Home, Search, and Category pages.
2. Myntra included Shoppable Videos on their Search and Category pages.
3. Myntra also introduced a Shoppable Carousel on the PDP, a variation of Shoppable Videos that displays influencer images instead of videos.
5. Purplle had a unique ad format not seen elsewhere – ads appearing in the search bar before any query is entered.
⬇️ Least Number of Ads:
Sephora had the fewest ads formats (Product Ad & Banner Ad) across its pages, limited to Search and Category pages only. If I've overlooked any details in my research in this, please let me know.
Curious to see the full breakdown? 💬 Leave a comment and I’ll share the link to my Miro board.
#retailmedia #fashionandbeauty #digitalmarketing #industryinsights #adtech #mediaplanning
