The pandemic has created a new path to purchase, with more consumers searching and shopping online than ever before. This has brought significant traffic growth to retailer websites and apps at a time when many chains are building out their digital media capabilities. Amazon, Walmart, Target and Kroger have been developing this model for years, but many other retailers are launching new programs or re-tooling their platforms to compete for a growing flow of ad dollars.
But Path to Purchase Institute's Trends Report 2021 found mixed reviews among brands on this retailer-led opportunity. Some believe retail media networks deliver better results than other digital options, while others claim it’s just a money grab by the retailers. In this session, we'll assess both these viewpoints by getting an insider's view of the Sam’s Media Group from its head of advertising and the IRI technology team that helped architect its ad products and measurement.
Attendees will learn:
- Why some campaigns outperform while others fail to hit ROAS benchmarks.
- How retailers can bring a longitudinal view of shopper behavior to determine the post campaign impact and inform future action.
- What skill sets are critical for the brand teams that work with retail media networks.