MediaMarkt Retail Media

What Stevin gets out of MediaMarkt Retail Media

MediaMarkt Retail Media makes sense for electronics and tech brands: you advertise on the platform where the shopper is already looking at a TV or laptop, right before the purchase. That purchase moment is exactly the value. We use it where the product range fits MediaMarkt and the audience genuinely buys there. Where it pinches is the same pattern as with other retail media: its own environment with its own figures that rarely stand next to the rest of your channels. You know how a campaign did inside MediaMarkt, but not how it compares to your other spend. Stevin runs as a layer on top of your stack and pulls the campaign data in through export, so it stands next to your other channels. A campaign that eats spend without return or a product that suddenly runs hot: that becomes a signal a person sees in time, instead of something that only stands out at the month-end close.

What you pair it with

Choosing MediaMarkt Retail Media means you want the results in your total media picture, otherwise the comparison with your other channels is missing. You need your media mix alongside it to see whether the euro does its work here. The risk is a loose retail report that nobody weighs against the rest. In practice: make sure the data from MediaMarkt lands in the same view as your other spend, because without that comparison you steer on a platform figure and not on what it earns across the business.

Common mistakes

• →Keeping MediaMarkt figures separate, so you cannot weigh them against other channels.
• →Using it when the audience does not really buy there: the purchase moment is the whole value.
• →Seeing deviations only at the month-end close instead of when they arise.