SPA, SPB… what’s next? To truly unlock the potential of Retail Media, brands and retailers must go beyond isolated formats and build a complete funnel strategy. Why? Because effective Retail Media isn’t just about placement — it’s about guiding the shopper journey from discovery to purchase.

What is a Retail Media Funnel?
It’s a structured approach that aligns ad formats with the different stages of the customer journey — moving users from awareness, through consideration, all the way to conversion. Done right, it not only increases performance metrics like ROAS and CTR but also helps brands build long-term equity within your store.

🎯 The 3 Core Funnel Stages:

🔹 Upper Funnel – Awareness & Reach
Use high-impact formats like Sponsored Product Banners (SPB), homepage takeovers, or brand hero placements. These formats are ideal for launching new products, promoting seasonal campaigns, or gaining brand visibility in crowded categories.

🔹 Mid Funnel – Consideration
At this stage, your goal is to educate and differentiate. Sponsored Brand Modules, product comparison carousels, and engaging video ads help shoppers evaluate options — keeping your brand top of mind during key decision moments.

🔹 Lower Funnel – Conversion
When intent is high, activate performance-driven formats such as Sponsored Product Ads (SPA) and Sponsored Display Ads (SPD). These appear in search results, product detail pages, and cart views — ensuring your offer is present when it matters most.

💡 Why it matters:
✅ It influences every step of the purchase journey
✅ It drives both short-term sales and long-term brand loyalty
✅ It justifies higher media budgets and strategic partnerships with suppliers

A well-structured Retail Media funnel turns traffic into transactions, impressions into impact, and your store into a media platform that drives results for every brand you carry.