What Started in the Cart Now Reaches Far Beyond It
Retail media is rewriting the playbook on digital advertising. What started as a way for brands to boost product visibility on retailer websites has quickly evolved into something much bigger. Today, it’s a data-rich, intent-driven environment that all types of advertisers can tap into, from financial services to travel, healthcare, and beyond.
Retail media is having a moment, and for good reason. As e-commerce surges and first-party data becomes the most valuable asset in advertising, major retailers are monetizing their digital storefronts and shopper data like never before. But here’s the twist: retail media isn’t just for brands with products on store shelves.
What Is Retail Media?
More and more non-retail brands are finding real value in retail media networks. They’re using them to reach high-intent audiences, access rich targeting data, and measure what’s working. What started as a way to boost product sales has grown into one of the smartest ways to run performance-driven campaigns, no matter what industry you’re in.
Retail media gives you a chance to show up where your audience is already spending time online: searching, shopping, and scrolling through content they’re interested in.
“Retailers are now powerful advertising platforms, with deep data and high-traffic digital storefronts that rival the reach of traditional media.”
-Harvard Business Review
Why Retail Media Matters (Even If You Don’t Sell on the Shelf)
At its core, retail media connects brands to consumers at or near the point of purchase. But for non-retail advertisers, the appeal comes down to three key advantages:
- First-party data at scale: RMNs provide access to authenticated shopper data that reflects real behavior and buying signals.
- Intent-rich environments: Consumers shopping online are often in decision-making mode, making them more receptive to relevant messaging.
- Proven performance models: Many RMNs offer closed-loop measurement that tracks exposure to conversion, helping justify ad spend.
This means that brands in any industry can benefit from the same infrastructure that sells laundry detergent or home goods.
And it doesn’t stop at the product page. Retail media helps brands insert themselves into moments that matter, from first click to purchase.
Use Cases for Non-Retail Brands
Here’s how different industries featured on Choozle.com can take advantage of retail media:
- Automotive: Promote service offers, financing programs, or lease specials to consumers browsing for car accessories, family travel gear, or road trip essentials.
- CPG: Food & Drink: Test seasonal messaging or launch new products through partnerships or awareness campaigns tied to related purchases.
- Healthcare: Deliver virtual care options, urgent care services, or wellness campaigns alongside personal care and medical product searches.
- Home & Garden: Advertise home improvement services, tools, or smart home integrations to shoppers browsing for décor, garden equipment, or appliances.
- Legal: Reach consumers researching medical or mobility products after an accident or life event, providing relevant legal services and support.
- Nonprofit Advertising: Engage mission-aligned audiences during moments of values-based shopping by running donation or awareness campaigns tied to specific causes.
- Travel & Tourism: Provide timely offers and destination inspiration to consumers booking vacation supplies, luggage, or experiences.
The common thread? These aren’t cold audiences; they’re actively engaged, purchase-ready consumers. With the right message, timing, and format, retail media can be a game-changer.
Beyond the Funnel: Flexible Strategies for Today’s Journey
The traditional funnel is fading. Consumer journeys are dynamic, multi-touch, and unpredictable. Retail media recognizes this shift and supports flexible targeting and storytelling strategies designed to meet audiences where they are, in real time.
Retail media networks now offer:
- Dynamic display and video placements that capture attention during browsing, researching, or decision-making moments
- Off-site targeting using retailer data applied across premium web and app inventory
- Connected TV campaigns designed to reach audience segments at home with high-impact creative
- Audience extension tools that allow advertisers to stay visible beyond the retailer ecosystem
This multi-signal approach allows non-retail brands to reach consumers across multiple contexts, moments, and moods, whether actively researching, casually browsing, or just open to influence.
“Brands today can not only react to customers as they make purchasing decisions but also actively shape those decision journeys.”
-McKinsey & Company
Why Now: The Retail Media Moment
Retail media ad spending in the US is projected to increase significantly, with forecasts indicating a surge from $54.28 billion in 2024 to $97.9 billion by 2028, according to eMarketer. That growth isn’t just a trend. It reflects how advertisers are shifting spend toward media environments powered by first-party data and measurable outcomes. But here’s what most marketers miss: you don’t have to be a retail giant to participate.
Non-retail brands can carve out high-impact opportunities by:
- Aligning with key seasonal moments (back to school, holidays, travel)
- Leveraging shopper signals for better audience matching
- Getting creative with messaging that ties into context, not just products
It’s not about selling on the shelf. It’s about being seen in the scroll.
“Retail media is expected to be the fastest-growing ad channel across media through 2027, growing by more than 20% each year.”
– AdExchanger
Real-World Example
A regional credit union wanted to grow awareness of its student checking accounts ahead of back-to-school season. Using a retail media network, it targeted parents and students shopping for dorm supplies and electronics. Creative emphasized budgeting tools and easy access for students living away from home. The campaign outperformed benchmarks for CTR and drove a 38% lift in new account sign-ups compared to the previous year’s effort on social alone.
How Retail Media Stacks Up
Here’s how retail media compares to other major digital advertising channels:
Is Retail Media Right for You?
If you’re wondering whether retail media is worth your time as a non-retail brand, consider this: your audience is already online, shopping, and giving signals about what they care about.
Ask yourself:
- Are you looking for new ways to reach high-intent, in-market audiences?
- Do you want access to rich behavioral targeting without relying on third-party cookies?
- Would you benefit from knowing whether your ads actually influenced real-world outcomes?
Retail media is no longer an exclusive club for brands on a shelf. If your goal is to show up with relevance, precision, and measurable performance, it belongs in your media mix.
How Choozle Helps Non-Retail Brands Activate Retail Media
Retail media can feel overwhelming at first, especially for brands that aren’t already embedded in e-commerce channels. Choozle helps simplify that experience. As part of our omnichannel and retail media strategy, we provide seamless access to top retail media networks through a single, streamlined platform.
Choozle gives non-retail brands access to top retail media networks without the complexity or spend thresholds that come with direct integrations. Through our platform, you can: without the complexity or spend thresholds that come with direct integrations. Through our platform, you can:
- Activate audience segments built from real shopping behavior
- Run omnichannel campaigns that include display, video, CTV, and audio
- Leverage retail media extensions across your media mix
- Access detailed performance reporting tied to audience behavior and intent
To dive deeper into how Choozle supports retail media campaigns, visit our Retail Media resource page.
The Bottom Line
Retail media isn’t just changing how retail brands advertise. It’s changing the landscape for all advertisers. If your audience shops online, and let’s be honest, they do, then you have a reason to explore retail media.
The real question isn’t whether it’s a fit. It’s how early you’re willing to get in and make it work for you.
Ready to explore how retail media can work for your brand? Connect with us to get started.
Adam Woods
Adam Woods is the Chief Executive Officer (CEO) and held two other roles at Choozle, including Chief Client Officer and Chief Technology Officer. Throughout his tenure at Choozle, he has been improving the way that advertisers buy media through the Choozle platform. He has led initiatives to ensure that Choozle leads the space in terms of being a consultative partner that helps ensure the effective deployment of media through a combination of omni-channel planning, targeting best practices, upfront goal setting, and effective measurement.
