Maximize your impact on relevant marketplaces
Retail media: advertising where the purchase begins
At Follo, we strategically use retail media as a reinforcing part of your performance approach. Not as a separate channel, but fully integrated into your broader marketing strategy. Through data, smart creation, and performance optimization, we ensure that retail media contributes to visibility and conversion.
What is retail media?
Retail media is advertising within digital environments of retailers. Think of product ads, banners, or content placements within search results, category pages, or product pages of marketplaces. Brands buy ad space within the platform itself and benefit from the retailer's first-party data.
More and more product searches start directly on marketplaces. This makes retail media essential for brands that want to be visible when purchase intent is highest. It is direct, commercial, and highly relevant.
Stand out at the right moment, in the right place
Why retail media?
The shift from traditional search engines to product-based searching on marketplaces offers great opportunities. Retail media combines visibility, sales impact, and targeting capabilities similar to those you know from Google and social.
Benefits of retail media:
- Visibility at the moment of purchase intent
- Use of first-party data from retailers
- Directly measurable effect on sales and conversion
- Scalable through automation and feed integrations
- Usable for branding, promotion, and performance
Full-funnel strategy with retail media
At Follo, we don't see retail media as an endpoint, but as part of an integrated funnel. The funnel doesn't start at the search query, but already at brand interest. Through Demand Gen, social, search, and retargeting, we build interest. Retail media connects to this in the consideration and purchase phase.
This is how we build a funnel with retail media:
- Upper funnel: brand interest via YouTube, display, and social
- Mid funnel: consideration via Demand Gen and SEO on marketplaces
- Lower funnel: retail media deployment for maximum conversion
From first click to repeat purchase
Our approach to retail media advertising
Analysis of search behavior, conversion data, and retail insights
Our approach starts with insight. We analyze your product data, competition, and customer behavior on marketplaces.
Optimization of product feeds, titles, descriptions, and visuals
We develop a strategy where content optimization, media buying, and automation come together for the best result.
Deployment of sponsored products, banners, and display formats
Maximize the benefit from special deals and events by smartly using promotions, coupons, and offers. Our experience shows exactly which actions work best for your products and market.
Automation of bidding strategies via DSPs and APIs
We optimize the purchase of audio campaigns by using Demand Side Platforms (DSP) or direct deals with partners, for the most efficient placement.
Integration with search and SEA campaigns
By linking our campaigns to search data and SEA campaigns, we ensure a seamless strategy that strengthens the customer journey and increases conversions.
Comprehensive reporting via FolloEngine dashboards
With FolloEngine, you receive real-time insights into the performance of your audio campaigns, allowing you to adjust and optimize immediately for the best result.
Increase your visibility
Platforms and retailers
We work with leading marketplaces and retailers in the Netherlands and beyond. Depending on your products and target groups, we select the right platforms for your brand.
Retail media platforms:
- Bol.com Sponsored Products
- Amazon Advertising (DSP and Sponsored Ads)
- Carrefour, Kaufland, Blokker, and other marketplaces
- Retailers such as Jumbo, Albert Heijn (via retail media networks)
Whether you are active in FMCG, electronics, beauty, or B2B: we ensure visibility and performance in the digital store shelf.
FolloEngine
Retail media & data: driven by FolloEngine
With FolloEngine, we connect all performance channels together. Retail media thus becomes part of your total data strategy. We measure impact on brand awareness, search volume, traffic, and of course sales.
FolloEngine offers:
- Real-time dashboards with sales, media, and brand data
- Search uplift analyses after retail media exposure
- Insights at campaign level, product level, and channel level
- Smart automation for optimizations
Why retail media with Follo?
Retail media requires collaboration. Where it traditionally fell under trade marketing, we now see performance marketing teams taking the lead. At Follo, we bring both worlds together. Because real growth occurs when brand, sales, and media reinforce each other.
Follo is the performance marketing agency for brands that want to go further. With 180 specialists, 6 offices in the Netherlands and Belgium, and more than 300 clients, we are fully committed to growth. Our approach combines strategy, content, media, and technology. We integrate retail media into your entire funnel and ensure you are visible where it matters.
We not only ensure presence on marketplaces but also impact. With measurable results, scalable campaigns, and content that converts.
Klaar om zichtbaar te worden op het digitale schap?
Zet vandaag de stap naar effectieve retail media. Follo helpt je groeien op Bol, Amazon en andere marketplaces.
