What is the difference between media for branding and retail media?

Media for branding has the goal of building and strengthening a brand. It is a branding campaign that creates greater confidence on the part of consumers and customers in relation to a brand.

In retail media, the intention is leverage the sales of a product or service, show its qualities, differentials and, consequently, gain a larger slice of the market.

The media for branding and for retail, even though they are focused on the same public on many occasions, have different characteristics in terms of language and tone of the message.