Infographic: Retail Media Successes from Black Friday 2023

Retail media activity from Hershey, Sony and Google at U.S. and U.K. retailers are among the winners highlighted in an infographic from Pathmatics.
Jacqueline Barba
Digital Editor
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Pathmatics, Sensor Towers’ marketing intelligence platform, in January released a Retail Media Intelligence infographic focused on November 2023 and Black Friday activity.

Pathmatics tracks retail media and marketing activity for 30 retailers in the U.S. and U.K., and this infographic delves into the stories of specific retailers and their brand partners during the annual shopping occasion. 

For example, in November, Target’s Black Friday advertising from its Roundel retail media arm promised major discounts across multiple product categories. For many top advertisers, earning a feature in Target’s Black Friday campaign drove a significant month-over-month (MoM) increase in retail media impressions, per Pathmatics. 

The largest impression increases were earned by brands who secured their position as the hero product within their respective category (e.g., tech, floorcare and gaming). For Sony, for example, activity was led by PlayStation 5 ads, including a feature in Target’s “Must-have Gifts for Gamers” promotions. 

[Also Read: Black Friday, Cyber Monday Activation Gallery]

Other highlights from Pathmatics’ intel include:

  • At John Lewis U.K., 31% of all November impressions ran in support of Black Friday messaging. The campaign prioritized computers and consumer electronics (most of all TVs) and Black Friday ads were led by desktop display and Facebook.
  • Retail media impressions for computers and consumer electronics spiked 56% MoM in November.
  • Google led the laptops category with an omnichannel Chromebook campaign and digital media levels that surpassed the back-to-school season. 
  • Across all product categories at Walmart, apparel saw the largest impression increase in November (+243M) with Reebok leading the retail media activity.

Hershey’s Kisses more than doubled its total impressions in November (+133% MoM), including a year-to-date high on retail media (23M). The brand was active on eight different digital channels, with retail media being led by Walmart, using messaging that supported its limited-time “Grinch” packaging.