We’re getting to know new forms of digital advertising. A world where brands could get by with banners, PPC and a few social media posts is no longer enough. Consumers are changing – they watch content on multiple screens, shop online, listen to podcasts and expect a more personal and relevant experience. That’s exactly why new trends like retail media, connected TV (CTV) and audio campaigns are coming into play. Let’s look at why a modern brand shouldn’t ignore them and what the future of online advertising looks like.
Retail media: advertising right at the point of purchase
Retail media refers to ad formats placed on e-commerce platforms and retailers’ websites. It’s one of the fastest-growing segments of digital advertising, because it reaches customers at the exact moment they’re making a purchase decision.
It includes platforms such as: Amazon, Kaufland Marketplace, Alza, Tesco, price comparison sites and Allegro Ads
Why does retail media work?
- The customer is already in “shopping mode” – their purchase intent is high.
- The ad appears in the context of the product, not as a disruptive banner.
- It can be precisely measured, optimized and evaluated based on sales.
Today, retail media isn’t just for big FMCG brands – mid-sized online stores and manufacturers who want to boost sales on a specific platform use it too. Plus, many retail platforms also offer remarketing and cross-selling ads.
Connected TV (CTV): a new era of TV advertising
CTV, or connected TV, refers to devices like smart TVs and streaming platforms where people watch content over the internet. And that opens up room for dynamic, precisely targeted advertising.
It includes platforms such as: Netflix, YouTube, Voyo, HBO Max
Benefits of CTV advertising:
- Combines strong visual impact with data-driven targeting.
- Lets you measure impressions, completed views and clicks.
- Reaches younger audiences who often ignore traditional TV.
For brands, this means they can use the big screen with the performance of digital. CTV ads can work well for a product launch, building brand awareness or a storytelling campaign that viewers watch from the comfort of their home.
Audio campaigns: when your brand speaks
At a time when people spend hours every day listening to music, podcasts or radio streams, audio campaigns are becoming more and more important. Their advantage is that they reach audiences in “low attention” situations – for example, while driving, working out, cooking or cleaning.
What makes audio ads special:
- They’re less intrusive and feel natural within the content.
- High recall (up to 20–30% higher than banners).
- Targeting by interests, demographics, location and content type.
Brands can run ad spots on platforms like Spotify, Apple Podcasts, YouTube Music or through partner networks. Local campaigns also work great, for example for a restaurant or a service in a specific city. It’s a perfect example of a new form of digital advertising.
How to use new marketing channels effectively
Knowing the new formats isn’t enough – what matters is knowing how to fit them into your marketing mix. Retail media, CTV and audio ads have huge potential, but without a strategy, they can turn into an expensive experiment.
1. Start with the goal, not the format
Don’t ask “whether you should be on Spotify” – ask what you want to achieve.
- If you want to build awareness: go for CTV spots or audio ads.
- If you want to drive sales: use retail media on the platform where your product is sold.
- If performance is what you’re after: combine channels and optimize based on data.
2. Connect new channels with the ones you already use
New formats have the biggest impact when they complement what you’re already doing – for example:
- Record audio spots that point to your brand’s visual content.
- Pair CTV ads with remarketing in Google or Meta Ads.
3. Make full use of your data
These new channels offer precise targeting and detailed reports – don’t ignore them!
- Track which spots people watch or listen to all the way through.
4. Work with us
New channels change fast. Having a partner by your side who knows the platforms, formats and metrics can save you a lot of time and money.
