How media agencies plan retail media

An agency planner has three retail media proposals open in three tabs, a client brief in a fourth and a deadline on Friday. Planning retail media for agencies means fitting retail networks into a client's broader media plan, comparing options that measure things differently and building a recommendation the client can defend. In-store screens are one piece of that puzzle, with their own strengths and their own questions.

The planning process is familiar. The inputs are what make retail media distinctive.

How do agencies structure retail media planning?

Usually around the client's objective. If the goal is sales of specific products, retail media's closeness to the purchase makes it a natural candidate. If the goal is awareness, it may play a supporting role alongside broader channels.

From there, planners look at where the client's products are sold and where the target shoppers shop. Retail networks differ in footprint, store types and the kinds of trips they serve. A plan often combines several networks to cover different channels.

Budget allocation follows. Planners weigh the cost of each option against its reach, relevance and measurement. The hardest part is comparing networks that report results differently, which is why agencies push for consistent definitions.

Where do in-store screens fit?

At the counter, in the case of screens on point-of-sale systems. That position reaches shoppers at the moment of payment, in stores they visit often. It suits campaigns tied to products in the store, local presence in specific neighborhoods and reminders during key seasons.

NRS Digital Media runs digital advertising screens on NRS point-of-sale systems in independently-owned stores. The network includes 34K+ independently-owned stores and 39K+ measured digital screens. NRS is the exclusive retail technology and media supplier for its locations, and the network doesn't include chains. For agencies, that means it covers a channel that chain-focused networks don't reach.

Campaigns can be activated by audience index, retail channel, SKU level, or geography down to the zip code. Those options let planners align in-store media with a client's distribution and priorities.

How does buying work?

Two routes are common in the industry. Direct buying means working with the network's team to plan and book a campaign. Programmatic buying uses technology platforms to purchase inventory, often through a private marketplace, an invitation-only arrangement between a seller and selected buyers.

NRS Digital Media campaigns can be bought directly or by PMP, and there are no forced networks or minimums. That flexibility can help agencies fit in-store media into a client's existing buying approach. For background on how programmatic advertising works more broadly, the overview is a useful primer.

The specific setup for a PMP, including which platforms and deal terms apply, is something to confirm with the network. Ask the NRS Digital Media team how a PMP buy would work for your client.

What do agency planners ask networks?

Footprint questions. Where are the stores, how many are in each target market and what kinds of stores are they? The store locations page is a starting point.

Targeting questions. How can campaigns be focused, and what data underlies each option?

Measurement questions. What delivery reporting is available? What outcome measures can be supported, and how are comparison groups handled?

Creative questions. What are the specs, the approval process and the lead times?

And commercial questions. How is inventory priced, what are the terms and how flexible are they? Planners who get clear answers to these can compare networks fairly and make a stronger case to their client.