eCommerce Advertising:Drive Campaign Results

Adding Performance to the Shopping Cart

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eCommerce Ads

Compared to social, native ads in premium environments are:

+24% more likely to lead to purchase

How is the industry evolving?

E-commerce has shifted from pandemic-driven acceleration to a mature, increasingly mobile and omnichannel marketplace. More than half of shopping journeys now begin online, while mobile devices account for 42% of online sales and serve as the primary product-research tool for 58% of shoppers. However, two in five consumers still believe the mobile shopping experience falls short, creating a significant opportunity for brands to improve discovery, usability and conversion.

Source: VML, The Future Shopper 2025

How has spending on advertising changed over time?

Ecommerce now represents more than 20% of global retail sales, with worldwide online sales reaching an estimated $6.4 trillion in 2025. As digital shopping becomes embedded in consumer behavior, advertising investment continues to move toward measurable, commerce-led formats. :contentReference[oaicite:0]{index=0} Across Europe, digital ad spend grew 10.5% in 2025, reaching €131 billion. Video increased by 19.6%, retail media by 16.7%, and display by 12.5%. For ecommerce brands, the opportunity is not simply to spend more, but to use engaging formats across the buyer journey to turn attention into measurable outcomes.

Source: EMARKETER, 2025; IAB Europe AdEx Benchmark, 2026.

56.2% of internet users aged 16+ buy something online every week.

Source: GWI (Q4 2025)

Ecommerce generated $6.4 trillion in 2025, representing 20.5% of global retail sales.

Source: EMARKETER, 2025

42% of online retail spend now happens on mobile.

Source: VML Future Shopper, 2025

65% of global marketers expect retail media networks to play a larger role in their media mix.

Source: Nielsen Annual Marketing Report, 2025

How to get started with supermarket advertising

Optimize your digital marketing strategy to meet the needs and expectations of your audience at every stage of the purchasing decision process.

Awareness

How to increase awareness

It starts with making consumers excited about your brand through top-of-funnel branding campaigns. Promote blog posts and short-form videos so that your audiences get a sense of what distinguishes your brand from competitors. The goal here is to increase brand and product awareness, while showcasing your brand's values, in order to be top-of-mind when shoppers are ready to move into the consideration stage.

Key KPIs:

Viewability, CTR

Case Studies
Engagement

How to engage your audience

Now that you've connected with new, engaged visitors, it's time to build on those digital touchpoints. Leverage earned media with positive reviews and ratings to increase trust and credibility as consumers learn more about your brand and products.

Key KPIs:

Engaged visits, landing rate, time spent

Case Studies
Conversions

How to convert

You've succeeded in building a bond with your audience, now is the moment to push a sale. Ads at this stage promote product offers and discounts to encourage action. Your campaign is focused on metrics such as installs, sales, ROAS, and customer lifetime value to optimize efficiency towards your lower-funnel KPIs.

Key KPIs:

Installs, sales, CPV/CPA, ROAS, lifetime value

Case Studies

eCommerce Ads Best Practices

Content

Promote your brand showcasing multiple products and benefits using a carousel format. eCommerce creatives are best when they include lifestyle imagery, while short-form video formats help bring your product to life and meet lower-funnel objectives.

Landing Page

Ensure that your landing page has a clear and visually appealing above-the-fold combination of copy and action form. Showcase press coverage of your brand and product best-sellers to encourage add-to-cart purchases.

Building or diversifying media mix

One, two, or even three channels is often not enough for a robust marketing campaign. While the content of your ad is important, where you advertise says just as much about your brand among consumers.

Compared to social, native ads in premium environments are:

44 more trusted
21 more clicked on
24 more likely to lead to purchase

It's simple for marketers to adapt their existing assets to the open web, safeguard their brand, and maximize ROAS in the process.

Exceed Your Goals With Outbrain Direct Response

Brands big & small choose ODR as part of their core media mix

Success stories // Clarins

2x sales, 2x arrival rate

Retail

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Success stories // Naked Wines

80K bottles sold, 40% higher LTV

Sales

Read More

Success stories // Tikamoon

+27% ROAS, +19% average cart value vs. Display

ROAS

Read More

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