Retailers are making a play for brand dollars, but advertisers aren't convinced just yet

"None of my clients have said we're getting ready to throw in a ton of dollars, and especially brand dollars, at this next year," said Sarah Hoffman, group director of connections at TBWA\/Chiat\Day. This indicates a hesitancy among advertisers as they navigate the changing landscape of retail media networks. They seem to require more confidence in return on investment before committing significant funds to these new advertising avenues.

"We do invest in the retail media networks, more bottom-of-funnel. But top-of-funnel, we're still considering whether or not to invest there," said Toral Patel, vp of marketing and e-commerce at Kopari Beauty. This highlights the cautious approach brands are taking, prioritizing direct conversion tactics over brand-awareness campaigns in retail media, as they evaluate the effectiveness of traditional media channels.

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