Article: 7-min Read
Director of Measurement Strategy and Analytics, Roundel
As consumers embrace omnichannel shopping, brands need more than just isolated media placements—they need a full-funnel strategy that delivers measurable results. That’s where Roundel, Target’s retail media network, makes an impact. Advertisers leveraging our off-platform solutions—Search Ads by Roundel™ and Social by Roundel™—consistently see significant improvements in performance, from increased traffic to higher conversions. While owned-platform placements remain foundational, off-platform solutions extend reach and reinforce messaging, ensuring brands stay top-of-mind throughout the shopping journey. By connecting media investment to real shopping behavior, Roundel helps brands engage high-intent consumers at the moments that matter most.
Brands might wonder: Why should I invest in social and search ads through Roundel instead of working directly with search engines or social platforms? The answer lies in the power of precision, efficiency, and measurable performance. Roundel goes beyond standard media placements by harnessing Target’s deep first-party insights, seamlessly integrating cross-channel experiences, and delivering closed-loop measurement. This unique combination ensures that every investment is not just reaching an audience—but reaching the right audience and driving real business outcomes.
Unlike traditional media buys, Roundel’s off-platform solutions are built on the foundation of Target’s rich first-party data from 165M+ Target guests, enabling brands to engage high-intent shoppers at scale. By linking off-platform engagement to on-platform behaviors, Roundel creates a cohesive, full-funnel experience that moves consumers from discovery to purchase more efficiently.
Most importantly, Roundel delivers clear proof of impact. Our proprietary multi-channel attribution model measures performance across both Target-owned properties and off-platform channels like Google and Pinterest, providing a level of insight that generic media buys simply can’t match. By connecting media exposure to actual sales, Roundel enables smarter optimization, ensuring every investment drives meaningful results.
*BMP stands for Bullseye Marketplace. Bullseye Marketplace provides access to Target’s private, invite-only marketplace, offering brands a secure, brand-safe environment across 150 million-plus premium publishers. Source: Based on Household essential campaigns from Nov 23 to Aug 24.
Further, multiple Google Search interactions drive significantly higher conversion rates:
The data speaks for itself—Search Ads by Roundel™ isn’t just an option, it’s a competitive advantage. Compared to a standalone buy, it delivers greater efficiency, sharper targeting, and stronger conversion outcomes, ensuring your product reaches the right shoppers at the right time.
*BMP stands for Bullseye Marketplace. Bullseye Marketplace provides access to Target’s private, invite-only marketplace, offering brands a secure, brand-safe environment across 150 million-plus premium publishers. Source: Based on Q4 2023 analysis of Toys campaigns.
As brands look to maximize engagement through Roundel’s Pinterest solutions, video has emerged as a powerful tool for driving both inspiration and conversion. By leveraging Roundel’s data-driven approach and curated media placements, brands can optimize Pinterest video to reach high-intent shoppers in moments that matter. With its visually immersive format and high engagement, Roundel’s Pinterest video solutions create deeper connections with Target guests, outperforming static content alone.
Investing in search and social ads through Roundel unlocks a powerful, data-driven advantage that goes beyond independent platform buys. By activating Google and Pinterest with Roundel, brands benefit from:
Today’s shopping journey is non-linear, and reaching consumers requires a multi-touch, omnichannel approach. Roundel’s off-platform solutions bridge the gap between awareness, consideration, and conversion—helping brands extend reach while maintaining a direct line to high-value Target guests.
Connect with your Roundel representative to explore how off-platform media can maximize your marketing investment and deliver measurable impact.
Director of Measurement Strategy and Analytics, Roundel
Nick Pirog joined Roundel in April 2023. As Director of Measurement Strategy, he is focused on enabling Roundel’s efforts to drive performant campaigns for advertisers, as well as develop and strengthen Roundel’s overall measurement roadmap aligned to market needs.
Prior to working at Roundel, Nick honed his skills as an Analytics and Strategic Partnerships leader for over 12 years—working with notable companies, including Google, BBDO Atlanta, and BKV. He earned his degree from Emory University – Goizueta Business School.
Source:
1 Full Funnel Impact on iROAS, April 2024
2 Roundel Internal Research: Google Search Insights, November 2024
3 Roundel Internal Research: Pinterest Insights Playbook, October 2024
