In a world where everyone’s chasing growth, there’s one shopper metric that’s quietly become a game-changer: New-to-Brand (NTB).
And yet, it’s often buried in reports—glanced at, but rarely obsessed over. That stops now.
If you’re a brand looking to expand your footprint, futureproof your growth, and justify your retail media dollars, NTB should be your North Star.
🛒 What Does New-to-Brand Actually Mean?
Put simply:
An NTB shopper is someone who bought your product for the first time during a campaign window—at least within the trackable lookback period (often 6–12 months).
They’re not your loyalists. They’re not occasional buyers. They’re net new. And that makes them gold.
🚀 Why NTB Matters (Now More Than Ever)
- Growth = Net New Buyers
You can’t hit year-over-year growth by only selling to the same people. Retention is important, but it doesn’t move the needle like acquisition. - Retailers Are Watching
Many retail media networks (ADUSA included 😉) highlight NTB as a KPI in performance reviews. It shows you’re driving true incrementality—not just shifting sales. - It’s a Proxy for Brand Awareness
If NTB is high, your campaign is breaking through. You’re not just converting—you’re convincing. - You Can’t Buy Loyalty Without Trial
NTB is trial. Trial leads to repeat. Repeat builds loyalty. It all starts with that first cart drop.
🧠 How to Influence NTB in Retail Media
- Target the Right Audience Segments
Use retailer first-party data to exclude brand buyers and target category buyers who haven’t tried you yet. Think conquesting competitive brands or appealing to lapsed buyers. - Lean Into Offsite Media
Offsite (social, display, CTV) helps you break through to shoppers before they hit the retailer site. That’s where you win NTB. - Pair NTB with Promotion
Trial doesn’t happen in a vacuum. Lower the barrier with coupons, BOGOs, or limited-time offers. Even better—tie it to sampling or digital circulars. - Measure, Refine, Repeat
Ask your retail media partner to provide NTB % in post-campaign recaps. And don’t just look at the number—ask who these shoppers were and where they came from.
📈 NTB Isn’t Just a Metric—It’s a Mindset
It’s time to stop asking, “How many people saw my ad?”
Start asking, “How many people became customers?”
Obsession with NTB changes how you plan, target, and measure. It puts the shopper at the center—and that’s where the magic happens.