Insights · 11 November 2025
Timing Retail Media With Trade Promotions
Why media flights and promo mechanics need the same calendar—and what breaks when they do not.
Retail media and trade promotions often live in separate teams. One books screens and search placements; the other negotiates mechanics and funding. Shoppers experience both in the same aisle on the same weekend.
When flights and promotions are planned separately, stores end up with a strong digital push and empty shelves, or a deep price mechanic with no supporting presence at the decision point. Coordination starts with a shared calendar that treats media and promo as one shopper moment.
In Thai modern trade, compliance windows and fixture availability also matter. A plan that ignores banner-specific lead times will look fine in a deck and fail on the floor. Build lead times into the calendar before creative is locked.
A practical habit: hold a joint review two weeks before each major flight. Check stock commitments, POS readiness, and whether the field brief matches the media creative. Small corrections at that stage prevent expensive mid-flight patches.