Retail Media Advertising FAQs: What Pet Brands Need to Know

Retail media has quickly become one of the most important channels for pet brands in Australia — but with new formats, new measurement approaches, and new terminology, it’s normal for brands to have questions. Whether you’re exploring PetAds for the first time or refining an existing strategy, this FAQ breaks down the essentials in plain language: how retail media works, how it compares to traditional digital advertising, and how PetAds helps you reach pet parents with more relevance and more measurable impact.

TL;DR – Retail Media Advertising for Pet Brands

A fast, at‑a‑glance summary of the most important points for pet brands.

Retail media advertising reaches pet parents while they’re actively shopping, making it more relevant and measurable than open‑web display.
Powered by first‑party retailer data, it helps brands target real browsing and purchase behaviour.
Works for brands of any size and supports the full funnel — from awareness to conversion.
Key formats include Sponsored Products, Category Banners, Brand Pages, onsite display, in‑store screens, and privacy‑safe offsite reach.
Performance is best measured through discovery, engagement, add‑to‑cart activity, and attributed sales.
PetAds stands out for its use of Petbarn’s first‑party insights, delivering more accurate targeting and closed‑loop reporting.

What’s the difference between retail media and digital display advertising?

Retail media advertising appears within a retailer’s owned environments – such as websites, apps, or in‑store screens — where shoppers are already browsing or buying products. Digital display advertising typically runs across the open web, reaching people while they’re reading news, scrolling social feeds, or browsing unrelated content.

The key difference is intent and measurement.

Retail media connects your message to shopping behaviour and uses closed‑loop measurement to link ad exposure to on‑site actions and purchase outcomes. Digital display relies more on proxy metrics like impressions and clicks, which can make proving real impact harder — especially in a category as considered as pet.

How does retail media advertising work for pet brands?

Retail media connects your advertising to moments when pet parents are actively browsing, comparing, or shopping for pet products. Because it sits within a retailer ecosystem, campaigns can be aligned with:

> Context (e.g., category, search behaviour)
> First‑party data (real browsing & shopping signals)
> Real purchase behaviour (what people buy, not just what they click)

For pet brands, this means your ads don’t just get seen; they influence product discovery, product views, and purchase decisions in a measurable, insight‑driven way.

Why is retail media especially effective for pet products?

Pet parents tend to be highly involved, thoughtful shoppers. They want reassurance, safety, clarity on benefits, and confidence they’re choosing the right solution.

Retail media reaches them while they’re already in this mindset.

It allows brands to:
> Educate pet parents at decision time
> Highlight benefits and claims contextually
> Provide reassurance in high‑intent moments
> Support both routine purchases and problem‑solving needs

This makes retail media a natural fit for pet categories where trust and education matter.

What types of placements can pet brands use in retail media?

Retail media includes a full ecosystem of placements across on‑site, off‑site, and in‑store formats. Examples include:

> Sponsored Products
> Category or search placements
> Homepage features and display units
> Brand Pages
> In‑store screens and POS placements
> Offsite reach using privacy‑safe audiences

These formats allow brands to support the full journey — from discovery to conversion — with consistent, measurable visibility.

Is retail media only for big pet brands?

No. Retail media can be effective for pet brands of all sizes when campaigns are planned strategically.

For emerging or challenger brands, retail media helps drive discovery and trial at the exact moment pet parents are comparing options.

For established brands, it’s a powerful way to defend share, introduce new ranges, or reinforce core benefits.

Because campaigns can be scaled, optimised, and aligned to specific objectives, retail media doesn’t require big budgets. It requires smart placements and clear priorities.

How is PetAds different from open web advertising?

PetAds is Petbarn’s pet retail media network, built specifically to reach pet parents in high‑intent shopping moments.

Unlike open web advertising – which often relies on broad targeting and third‑party cookies — PetAds uses first‑party retailer insights, based on how people browse and shop within Petbarn’s ecosystem.

This makes PetAds campaigns:

> More relevant (aligned to real shopping behaviour)
> More privacy‑safe (built on opted‑in retailer data)
> More measurable (connected to on‑site engagement & sales)

With closed‑loop measurement, brands can see how activity influences discovery, consideration, and purchase behaviour (not just clicks).

Can retail media support both awareness and sales?

Yes. Retail media is flexible by design and can support the entire funnel when formats match the objective.

For awareness & consideration, retail media can introduce your brand, highlight benefits, and build confidence while pet parents are researching.

For sales, placements closer to product selection help convert interest into action.

One of the biggest advantages of retail media is that these objectives don’t compete; they work together within a connected shopping environment.

How does first‑party data improve retail media campaigns?

First‑party data provides real signals about what pet parents are browsing, engaging with, and shopping for. This means campaigns can reach:

> Puppy owners
> Senior pet owners
> Shoppers browsing health categories
> People researching seasonal needs (fleas, ticks, storms, travel)

This improves relevance, reduces wasted spend, and drives stronger outcomes … all while supporting privacy and consent.

What should pet brands measure in retail media campaigns?

Retail media measurement focuses on real shopper behaviour, not vanity metrics.

Key metrics include:
> Product discovery signals
> Product detail views
> Add‑to‑cart rates
> Attributed sales
> Brand page engagement
> Performance changes over time (weekly optimisation)

These help brands understand not just what was delivered, but what worked.

What budget do I need to get started with retail media?

There’s no fixed minimum.

Retail media scales to your objective:

Smaller budgets → Sponsored Products, targeted placements
Mid‑range budgets → Category visibility, brand pages, onsite display
Larger budgets → Video (PetBreak), multi‑channel visibility, in‑store amplification

It’s less about size of spend and more about clarity of strategy.

How do I choose the right retail media formats for my campaign?

Start with your objective:

> Awareness: video, display, homepage
> Consideration: brand pages, category banners
> Conversion: Sponsored Products, keyword‑led placements

In pet, the best campaigns usually combine formats to deliver consistent storytelling through the journey.

Can retail media support seasonal or time‑sensitive needs?

Yes — in fact, retail media is one of the best channels for seasonal pet moments such as:

> Parasite protection
> Storm and anxiety season
> Summer heat
> Travel and holiday periods
> Puppy/kitten adoption waves

Because these moments are highly time‑sensitive, retail media reaches pet parents exactly when they’re searching for solutions.

What mistakes should pet brands avoid?

To get the most from retail media, avoid:

> Treating campaigns as “set and forget”
> Using generic creative that could belong to any brand
> Backing too many or too few SKUs
> Optimising for clicks rather than outcomes
> Skipping alignment on stock, pricing, and promotions

Weekly optimisation and focused objectives make all the difference.

Ready to make retail media work harder for your brand?

Retail media is one of the most effective ways for pet brands to reach the right shoppers at the right moment – with clearer measurement, smarter targeting, and stronger relevance than traditional digital channels. Whether you’re looking to drive discovery, build trust, or boost conversion, PetAds gives you a way to show up for pet parents when they’re actively thinking about their pet’s needs.

If you’re ready to simplify your strategy, choose the right formats, and build creative that pet parents genuinely connect with, we’re here to help.