Retail Ready: How a Running Brand Uses Adora for Retail Media and Paid Social

For the marketer at a performance running brand, a retailer’s refresh date can sneak up fast. The campaign images are final and the shoes are headed to shelves, while the retail partner needs a fresh set of banners in every size its site uses.

In the past, this meant resizing retailer by retailer, with every campaign image cropped, laid out and checked by hand for each placement, often by a different team or agency than the one running social. The list of partners keeps growing, too. Brands working with four to six retail media networks rose from 10% to 24% in a year, and the average brand plans to go from six networks to eight by the end of the year.

Today, brands can build retailer banners right alongside their paid social. Here’s how one running brand’s creative team did it in Adora for a national sporting goods retailer.

Every Placement, Sized in One Pass

In late August, the brand’s creative team got its September refresh ready for the retailer. The team selected its finished campaign creatives in Adora, picked Retail Media Network as the channel and chose the retailer’s four placements: desktop, tablet, mobile app and mobile web.

Adora resized each creative for every placement in the same flow, so the team skipped cropping and exporting each banner one at a time.

On-Brand Banners in Every Shape

The brand’s templates handle the rest of the banner. Each one adds the logo, product name, tagline and a Shop Now button, and lays out the wide desktop banner and the near-square mobile app tile differently so the copy and product land cleanly in both.

The result was nine creatives turned into 36 banners, using the same images the brand already runs on Meta and Pinterest.

Faster Refreshes, Launch After Launch

In early October, the team returned to build the retailer’s banner set for its next product launch, following the same flow. Each refresh and each new launch on the retailer’s site now starts from campaign images the team already has.

Why It Matters

Retail media banners are often the last ad a shopper sees before buying. Brands send a weighted average 34% of their paid social budgets to driving traffic to retailers, so many shoppers see the social ad first and the retailer banner second.

Creative quality holds up all the way to the cart. In tests across Amazon, Walmart and programmatic placements, only 29% of video ads and 64% of display ads performed the same in every environment. The high-quality ads carried an average of five distinctive brand assets, against three in the low-quality ones. As Mars’ Gülen Bengi put it, “We need to continue the creativity through the very end.”

With retailer banners and social ads coming from the same place, the brand’s look holds steady from the first scroll to the final click.

Ready to get started?

Log in and ask Adora to size your latest campaign images for your retail partner’s banners. New to Adora? Request a demo to see how your next retailer refresh can come together right alongside your ads.