Unpacking Owned Media A New Frontier for Retail Revenue
What Constitutes Owned Media?
Owned media refers to marketing assets that retailers and brands control directly, distinct from traditional retail media which typically involves paid placements on retailer networks. Examples of owned media in retail include in-store digital screens, loyalty program apps, email communications, branded websites, and self-checkout advertising spaces. Despite their presence, these channels remain largely underutilized from a monetization perspective. Globally, the untapped owned media economy is valued at an estimated $153.3 billion, revealing a significant opportunity for retail businesses to optimize internal assets for revenue generation.
Sonder’s AI-Powered Approach to Optimization
Sonder, recently launching its US operations, offers an AI-driven platform designed to help retailers and brands unlock the value of owned media. The platform conducts comprehensive audits of owned media assets, accurately prices their value, and optimizes their utilization through data-backed recommendations. Prominent clients such as American Express, 7-Eleven, Mastercard, and Virgin leverage Sonder’s technology to streamline their owned media strategies, enhancing monetization without additional media spend.
Why Owned Media Matters for Retail Media Strategists
For retail media strategists, owned media represents an opportunity to augment existing retail media efforts. By optimizing owned channels, retailers can generate incremental revenue, reduce dependency on external ad networks, and improve budget efficiency. Integrating owned media monetization within the broader retail media strategy enables retailers to diversify income streams and strengthen consumer engagement across their own ecosystems.
Key Insights and Empowering the Retail CMO
Sonder’s Owned Media Global Insights Report highlights the underexploited potential of owned media assets, offering actionable intelligence for Chief Marketing Officers aiming to future-proof retail media strategies. The report emphasizes how retailers can transform these assets from cost centers into profit drivers. Sonder equips CMOs with tools and insights necessary to strategically audit, price, and activate owned media channels, ultimately maximizing media value and fostering sustainable growth.
In summary, Sonder’s US launch arrives at a pivotal moment for retail businesses seeking to unlock new revenue streams from internal assets. By leveraging AI to monetize owned media, retailers and brands gain a powerful tool to complement and extend their retail media strategies, tapping into a billion-dollar economy primed for growth.
