­

Wow, this Retailer Media thing is buzzy!

With a solid 2+ years in platform under our belts with several clients, we’re learning what does and doesn’t work and sharpening our POV.

What’s clear so far:

1. Retail Media’s unique strength is in capturing lowest funnel on-site demand. Fully optimize your digital shelf, budgets and bid strategies to capture a larger share of existing category demand.
2. Bringing full transparency to Retail Media costs is critical to inform decisions in the context of other good investment options. Retail Media is expensive, and more affordable, equally high-fidelity options exist with potentially broader reach.
3. Mid and upper-funnel investments, especially offsite, should be leveraged as part of broader retailer negotiations to secure incremental distribution, display, promotion support, etc. Update your sales and marketing team mapping to retail buyers and ad sales people to be sure you understand how ad spend is influencing buying decisions and how you can best leverage your total Customer relationship for maximum outcomes.
4. Integrated testing and learning is more critical than ever to optimize your investment mix. It’s especially important to align organizational functions to plan, execute and learn from tests across the full brand investment, not in separate “Shopper/Retail” and “Consumer” investments. Think audience-first, not channel-back.

For our full Retail Media point of view, please reach out to kim@modernstorytellers.com