What is Non-Endemic Advertising & Why Does it Matter for Retailers?
Non-endemic advertising is unlocking new revenue streams, and positioning retailers for smarter, more strategic growth.
With more than half (53%) of brands already leveraging non-endemic advertising through commerce media networks, now is the time for retailers to capitalize on this growing opportunity.
But what exactly is non-endemic advertising?
Here’s everything you need to know to incorporate this growth driver into your commerce media ecosystem.
What is Non-Endemic Advertising?
Endemic ads feature products either sold by a retailer or native to the website on which they are displayed. For example, an ad for running shoes on a sportswear retailer’s website
Non-endemic advertising promotes products or services that are outside of the retailer’s core industry or product category, but still relevant to the shopping experience. For example, an ad for a healthy meal delivery subscription service on a sports retailer’s website.
Why it matters: Non-endemic ads enable retailers to attract diverse advertisers while still offering value to shoppers. Advertisers expand their reach, build brand awareness, and attract new customer segments outside of traditional, industry-specific channels. The flexibility and new revenue streams have attracted large retailers, including Amazon, Walmart, and Home Depot.
The Value of Non-Endemic Advertising in Commerce Media
EMARKETER reports that non-endemic brand partnerships are crucial for long-term growth. Non-endemic advertising delivers the following benefits :
Benefits for Retailers
Increased Revenue
By selling ad space to non-endemic brands, retailers unlock a new revenue stream without relying solely on product margins or traditional ad models. Learn how Fluent helped a DTC retailer drive a 40% increase in revenue per session with non-endemic, post-purchase ads.
Improved Customer Experience
Powered by privacy-safe first-party data, non-endemic ads improve the customer journey by addressing shoppers’ needs and interests.
The impact? Stronger brand loyalty. In fact, according to a Fluent survey, 88% of those who say non-endemic, post-purchase ads improve the shopping experience through personalized offers are more likely to return.
Benefits for Advertisers
Access to New Audiences
Non-endemic advertising delivers access to broader audience segments. Take our example from the beginning of this post. When a meal delivery service promotes a subscription box on a sports retailer’s website, it improves visibility, reaching shoppers across various demographics and interests.
Boosted Brand Awareness
Studies show that brands need at least 6 to 7 impressions to produce brand awareness. The more relevant and trusted partnerships advertisers build, the greater their opportunity to scale impressions through non-endemic ads.
How Retailers Can Effectively Leverage Non-Endemic Advertising
Prioritize Relevance
Disruptive ads can drive customers away—40% of consumers find irrelevant ads overwhelming, and 51% will unsubscribe or block brands that miss the mark.
The solution? Personalization and relevance. Non-endemic advertising offers new creative opportunities, but success depends on delivering offers that genuinely align with shoppers’ needs and interests.
Collaborate with Trusted Brands
As non-endemic advertising grows, the competition for quality ad inventory intensifies. Retailers should prioritize partners who can deliver high-quality ad experiences that align with shoppers’ interests and support brand trust. These partnerships offer more longevity, which delivers greater revenue growth.
Tap Into the Post-Purchase Moment
The post-purchase moment is an (often) untapped opportunity to surprise and delight consumers with non-endemic offers that complement their recent purchases. Turn the confirmation page into a revenue-driving opportunity, introducing customers to relevant products and services – all without interrupting the sale.
When leveraging post-purchase ads, use first-party data to match non-endemic ads with the right audiences.
Test, Learn, and Optimize: A/B Testing and Performance Metrics
Continuously test ad placement, creatives, and messaging to maximize ROI. We recommend tracking:
- Click-Through Rate (CTR): CTR measures ad engagement. Fluent drives an average CTR of 8.04% for post-purchase ads, compared to the 0.51% industry average for ecommerce display ads.
- Conversion Rate: Conversion rate calculates the percentage of shoppers who complete a desired action. Ad quality, along with the relevance of the offer and the effectiveness of the call to action, impacts conversion rate.
- Revenue Per Session (RPS): RPS measures the average amount of revenue generated per user session on a website or app. Calculate RPS by dividing your total revenue in a specific timeframe by the total number of user sessions during the same period.
Conclusion
By partnering with non-endemic advertisers, retailers are reaching new revenue streams, delivering richer customer experiences, and significantly boosting customer lifetime value.
Ready to get started? Fluent’s post-purchase monetization solution makes integrating non-endemic ads into the customer journey effortless. With Fluent, you’ll maximize revenue potential without disrupting the customer experience or cannibalizing sales for endemic brands.
Get in touch today to maximize your revenue while enhancing the customer journey.
Check out more resources to get fluent in:
Post-Transaction Advertising | Commerce Media | Engagement Rate
Fluent is a commerce media solutions provider connecting top-tier brands with highly engaged consumers. Leveraging diverse ad inventory, robust first-party data, and proprietary machine learning, Fluent unlocks additional revenue streams for partners and empowers advertisers to acquire their most valuable customers at scale. Connect with us now to level up your business: https://fluentco.com/contact/