Keeping the complexities of marketing channels in mind, Modern Retail+ Research has analyzed strategies and challenges across leading marketing channels — like creator marketing, CTV and social media — to identify key trends and best practices in our CMO Strategies series. In this installment, Modern Retail+ Research focuses on an analysis of retail media, its role in marketers’ playbooks and how the industry has evolved.
As the retail media landscape continues to evolve, marketers are rethinking where they invest, how they measure success and which retail media networks deserve a larger share of budget. Although they once viewed retail media primarily as a lower-funnel performance channel, marketers are expanding their ad businesses beyond sponsored product listings into off-site media, streaming and full-funnel marketing.
“We’re seeing demand grow across the funnel, and retail media networks are continuing to advance,” said Mandy Hunsicker Adams, senior director of The Home Depot’s retail media network Orange Apron Media. “The power of retail, customer, audience signal and point-of-sale data, and being that close to the purchase and having the ability to close the loop, is all too powerful when every marketer is trying to be as productive and efficient with their marketing budget as possible.”
