In general, for clients, it's confusing as hell. [Retail media] has existed for a very long time, but it's new in terms of consideration in the overarching marketing spend.
It's new to the mix and exploding at an incredible speed and very often clients like to stay within their comfort zone or they have a particular emotional connection to a particular brand or channel.
Including retail media on a media plan with nothing expected other than a return on ad spend (ROAS) is no longer the smart approach.
Marketers are being challenged to work out what they really want to achieve when they invest in retail media inventory.
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