Target Up2d8

Using interactive media to corral the kids into paying attention is no doubt going to be a recurring theme in this space. Case in point: Target Up2d8, the place to--in Target's words--"find out about groovy gear, fun features and fab trends in your world." Positioned as an online organizer, Up2d8 includes a desktop app and website that include utility items (like a calendar) as well as fashion "news" that will lead to product and purchasing information.

Up2d8 is a good example of the generational shift that is causing much of retail media's development. Teenagers raised in a media-centric world need to be spoken to in unique ways. (Jim Cramer of thestreet.com recently chastised advertisers for "being in the wrong places.") Up2d8 aims to hit 18-year-olds where they'll be most receptive to the communication, allowing Target to build its brand with impressionable young shoppers in a welcoming manner.