MiraklAds Webinar on June 28th, 2023

1. Building an optimal
retail media strategy
to monetize your
eCommerce traffic
Mirakl Ads

2. Product Director
Mirakl Ads
Customer Success Director
Mirakl Ads
Clément Cosso Flavien Doré Billette

3. Takeaways
At the end of this Masterclass,
you’ll know
✓ Why Retail Media will revolutionize the
way you sell online
✓ Real-life examples of what good and bad
looks like
✓ Actionable best practices to optimize your
retail media strategy, including: UX, ads
relevance and advertisers management

4. Public | © Mirakl 2023
Our approach to your success
High quality, curated suppliers and
partners to grow capabilities and
fuel ongoing success
More than 180 dedicated
eCommerce experts to help you
capture more growth, faster
A complete suite of solutions to
improve productivity, optimize
supply chain, expand and grow
Technology Expertise Ecosystem

5. Ads
Retail media solution optimized
for ecommerce and marketplace
Target2Sell
AI-powered product
recommendations,
sorting, and content
Maximize conversion &
monetize traffic
Streamline supplier & catalog
management
Catalog Manager
AI-powered supplier catalog
onboarding and management
Optimize & expand
assortment, profitably
Connect
The highest quality ecosystem
of 3rd party suppliers and
technology partners
Payout
The global pay-out
solution for marketplaces
Mirakl Platform
The industry-leading unified
marketplace and dropship
solutions
A suite of connected solutions

6. Public | © Mirakl 2023
400+
customers worldwide
$6B+
2022 Gross Merchandise Value
+43%
2022 year-over-year GMV growth
750+
employees worldwide
The world’s leading retailers choose Mirakl
to revolutionize the way they sell online

7. Retail Media
is everywhere

9. 91% of brands see retail media as a key part of
their advertising strategy.
EMEA survey by IAB Europe and Xandr - Q4 2022

10. A big market opportunity
Retail Media is worth
$100 billion globally in 2023
A high-margin activity
With a 80% margin rate compared to
the usual retail profit margin of 3.8%
A fast-growing channel
Projected to reach $130 billion globally by 2025
A +17% CAGR (2022-2025)
Sources: Group M — Forbes — Marketing Drive — IAB
… and sky is the limit
Already topped print advertising, and
expected to top TV Ads in the next years

11. In 5 years, Walmart will derive more profitability from Retail Media and
services than from sales of merchandise at its 10k shops in the US.
John David Rainey, CFO Walmart
Retail Giants already see the impact of Retail Media

12. 5%
In the coming years, advertisers should invest
ad budget equivalent to 5% of the value of
their eCommerce sales, in retail media.
Morgan Stanley, April 2023

13. By the way,
what is
Retail Media?

14. Retail Media
noun
/ˈriː.teɪl/ /ˈmiː.di.ə/
Advertising that leverages retailer’s proprietary
customer data to target ads campaigns at the
point of purchase, on the retailer’s website.

15. RETAILERS
A paradigm change
BRANDS & SUPPLIERS WEBSITE SPACE WEBSITE TRAFFIC
Publishers Advertisers
Advertising
Inventory
Proprietary
Customer Data

16. Formats
Sponsored Product Ads On-site Display Other Formats
Retailer Website Retailer Website News Website

17. Driving shopper to action
at the point of purchase
Increasing product visibility
& shopper consideration
while browsing
On-site display
Off-site advertising
Boosting brand image
and awareness
CONVERSION
CONSIDERATION
Marketing Strategy
AWARENESS
Video
Shoppable ads
Sponsored
products

18. Platforms for Publishers & Advertisers
ADVERTISERS
BIDS WINNING BID
SHOPPER
WEBSITE
MIRAKL ADS
✓ Relevant
✓ Personalized
✓ CPC

19. Retail Media should be a win-win-win
RETAILERS
ADVERTISERS
SHOPPERS
Additional revenue
High-margin business
Retail DNA respected
Higher product visibility
Increased sales
Performance metrics
More relevant ads
Improved product discovery
Seamless shopping experience
✓
Sustainable
monetization
strategy

20. But execution is of
the essence

22. Your checklist for an optimal execution
Natural
Shopping
Experience
AI-powered
Personalization
& Relevance
Efficient
Advertiser
Management

23. Your checklist for an optimal execution
Natural
Shopping
Experience
AI-powered
Personalization
& Relevance
Efficient
Advertiser
Management

25. ❌ Quality of sponsored products
lower than the rest of the page
❌ Inconsistent layout for sponsored
products
❌ Sponsored mention too close
to the product image
✅ Consistent number of products
in the sponsored row
Sponsored

26. ❌ Banner at the bottom of a search page
low visibility
✅ Template and product packaging
Trendy Styles
Trendy Styles
Trendy Styles

27. Impeccable Customer Experience
Sponsored
Sponsored
BEST OF FASHION.COM | OUTLET
Sponsored Sponsored Sponsored Sponsored

28. How to define your best
Advertising placements?

29. No one ever visits
the ‘canned peas’
product page.
Sorry.

30. Experience
Quality
The 6 UX Golden Rules for Retail Media
Quantity
Rule 1
Respecting the page UX.
Rule 2
Integrating the “Sponsored” Badge carefully.
Rule 3
Securing highly visible areas for on site display, ideally over the fold.
Rule 4
Using premium positions for sponsored products.
Rule 5
Defining the optimal proportion of sponsored products on the page.
Rule 6
Structuring sponsored products ads consistently for all pages & devices.

31. Your checklist for an optimal execution
AI-powered
Personalization
& Relevance
Efficient
Advertiser
Management
Natural
Shopping
Experience

32. My Food Court
My Food
Court
❌ Irrelevant
sponsored product

33. PC Store
❌ Duplicate
sponsored product

34. ❌ Inconsistent
price positioning
Bargains

35. Personalized & Relevant Ads
● AI-powered
● Optimized for relevance
● Personalized
● Born within Mirakl: works
seamlessly with your entire
product assortment,
marketplace and owned
AI-powered, dynamic campaigns for
optimal performance.

36. Your checklist for an optimal execution
Natural
Shopping
Experience
AI-powered
Personalization
& Relevance
Efficient
Advertiser
Management

37. New clients - The advertisers. New needs
What do you sell ?
● Return on investment
● Website placements
● Digital platform
● Customer service

38. Select the best approach for your own needs
Publishers easily monetize their long tail of
advertisers and reduce internal operations for
greater scalability, but have less control on
commercialization.
Advertisers can start advertising with no
minimum budget required.
Publishers manage their “tier 1” advertisers
more efficiently, but need a stronger retail
media organization.
Advertisers carry no operational effort and
still stay in control of their strategy.
Self-Service Managed-Service
+

39. The best-in-class platform
for all your advertisers
● Retail expertise
● Marketing & advertising
focused capabilities and
reporting
● Made for business users

40. Your checklist for an optimal execution
Natural
Shopping
Experience
AI-powered
Personalization
& Relevance
Efficient
Advertiser
Management

41. Mirakl Ads
Q&A