“Retail Media is a Direct Channel to the Shopper” (Feat. Kiri Masters, Acadia)

Retail media is a direct channel to the shopper. It’s an attractive audience for brands to reach shoppers, and it's becoming really profitable
Brands are currently using two methods to allocate retail media, which makes it very limited, and its harder to get ahead of trends when using one of the two models
Kiri’s proposal for the two methods is to get back to the basics of the marketing funnel, “the idea is to identify your objective, and then which part of the marketing funnel you are going to focus on given that objective, and then execute for ad types and targeting options within that stage of the funnel.” - Kiri
We are currently living in a world where brand is performance and performance can also be brand
“There are a lot of constructs organizationally within these companies that make it very challenging because of the silos. The real goal of each team might be they're working against each other because the metrics and what they're focused on don't really align.” - Kiri
It can be profitable for brands to launch in retail media, but there are always downsides. Such as: not having a good enough story to compete against other brands, not being on brand, and convincing advertisers it will be worthwhile

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