Unlocking incremental retail media value for a leading CPG brand

Objectives

With a significant investment in Amazon advertising, this leading CPG brand wanted to maximise the impact of its retail media spend. The goal was to refine strategy, improve efficiency, and strengthen brand presence while making smarter budget allocation decisions.

To achieve this, the brand required clear, independent insights to pinpoint areas for improvement and sharpen its competitive edge in an increasingly complex retail media landscape.

Our Approach

We analysed key areas such as spend distribution, targeting effectiveness, and seasonal budget use, and compared critical performance measures against market-leading benchmarks. This enabled us to identify the areas for improvement and deliver a clear action plan for best-practice trading.

Ebiquity’s Retail Media Programme offers a structured assessment of investment, providing a best practice framework for effective retail media management. This framework highlights the opportunities to reallocate budgets for greater impact, with ongoing governance to drive incremental profit.

Business Impact

By implementing Ebiquity’s recommendations, the brand unlocked over $240K in additional value, representing 16% of analysed spend, including:

• $71K by reallocating budget after finding high-performing campaigns were failing to scale due to low impression share.
• $43K in additional performance gains by aligning investment with high-conversion periods to capitalise on peak demand

With greater transparency and confidence in their strategy, the brand is now embedding these best practices into its retail media approach. Through ongoing governance, we continue to support optimisation and long-term competitive advantage.