Consumers today often go from awareness to click in a few seconds, requiring marketers to brand as they sell and sell as they brand.
At the same time, the continued merging of online and offline is requiring more connected, unified strategies and a demolition of silos between teams.
According to eMarketer, in 2024, more than $1 of every $6 spent on digital ads in the US will go toward retail media. And a McKinsey study showed that 73% of advertisers anticipate spending more on RMNs (retail media networks) in the next 12 months. Though it began as a lower funnel strategy, retail media is quickly evolving to help advertisers meet awareness and consideration objectives.
The onsite and offsite opportunity
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