"And that's the very promise of retail media - to close the gap between discovery and purchase within the same ecosystem. "The consumer understanding and brand-building capabilities we have from initial brand impulse to purchase transaction to in-home consumption are valuable assets," Jejurikar said, without providing specifics around retail partners or spend figures. "Integrating these with each retailer's category strategy and business model will enable our brands to create value across all retail formats.""
""With marketing under constant pressure to deliver immediate ROI, this evolution makes perfect sense," Freddy Dabaghi, chief transformation officer at Crispin, said in an email to Digiday. "These leaders are increasingly prioritizing retail and affiliate channels as core pillars of brand building." Global retail media spend is projected to grow from $184 billion in 2025 to $312 billion by 2030, per Forrester's recently published Global Retail Media Forecast. Agency execs say client budgets are increasing"
P&G and Diageo are increasing investments in retail media as U.S. growth slows and macroeconomic headwinds intensify. P&G identifies a fragmented media landscape across online video, social, e-commerce and in-store, and plans to prioritize data and AI to build consistent brand narratives and integrate consumer understanding from initial impulse to in-home consumption with retailer category strategies. Retail media promises to shorten the path from discovery to purchase within a single ecosystem. Diageo has elevated retail media upstream in its marketing mix. Global retail media spend is projected to grow from $184 billion in 2025 to $312 billion by 2030, and client budgets are rising.
Read at Digiday
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