Although retail media networks (RMNs) have attracted significant ad investment, marketers are now scrutinizing their effectiveness regarding sales tracking. The focus is shifting towards measuring incremental sales, as marketers question the credibility of RMNs in attributing sales directly to their ads. Experts highlight the necessity for retailers to accurately report baseline sales to determine true incremental sales driven by advertising. Notably, companies like Kroger Precision Marketing and Albertsons Media Collective are enhancing their reporting tools to compete for advertising dollars more effectively, reflecting an evolving landscape in retail ad strategies.
"Retailers can report incremental sales with greater accuracy than any other media company," Christine Foster, vp product strategy and media operations for Kroger Precision Marketing at 84.51°, said in an email response to Digiday.
"The retail media networks are claiming enormous credit for driving sales, but they're missing this really important aspect: Would that sale have happened regardless of the ad?" questioned Matt Voda, CEO of OptiMine, a marketing analytics company.
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