"Amram said the company sees three buckets of value in retailers' ad businesses: driving growth with specific retailers, being great first-party data sources on how consumers interact with a category, and driving top-of-mind awareness - even beyond that retailer's website. He said the question for retailers is how effective the media networks are in helping brands access and interact with them to drive incremental growth."
"If you have the attention of a consumer at scale, as a media property should, ... then you're at the table. Retailers now, by and large, are quite sizable; we're talking about engaging with consumers on a daily basis to send products. ... When you add the [first-party] data element, it becomes a multiplier. If you can use that tactically or strategically, then it becomes quite powerful."
Mars evaluates retail media networks by three core value buckets: driving growth with specific retailers, serving as first-party data sources on consumer-category interactions, and creating top-of-mind awareness beyond retailer sites. Retailers with scaled, daily consumer engagement function as media properties whose attention, combined with first-party data, multiplies effectiveness when applied tactically or strategically. Smaller, nimble networks can offer more collaborative, scrappy partnerships that strengthen relationships and flexibility. Advertising investment between in-store and e-commerce channels is allocated based on each retailer's capabilities and sales composition. Brands assess network effectiveness by the ability to access consumers and drive incremental growth.
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