"After years of growth going up and to the right, retail media seems to have finally hit an inflection point - retail media networks want brand dollars and brands want attribution metrics. Until retail media can be seamlessly integrated with national brand campaigns (within budget constraints) the industry may remain at a standstill. Some companies like Bayer, parent company to Aleve, Alka-Seltzer, MiraLAX, are trying to push the conversation forward, past siloed walled gardens to demand more from retail partners."
"We've had all different iterations - where retail sat outside of media, where retail sat kind of with media. The half in-half out didn't work. The sitting outside didn't work. Last year, we were like, "How do we do a holistic, integrated plan for our brands?" And the best way for us is to really think about retail media as another part of our holistic strategy. Which sounds like, "Duh," but it's also really hard to do with all the stakeholders internally, externally."
Retail media has reached an inflection point as networks seek brand dollars while brands demand accurate attribution and integration with national campaigns. Integration difficulties and budget constraints prevent seamless inclusion of retail media into broader brand plans. Bayer, which lacks a direct-to-consumer channel, is pushing retail partners for more transparency, accountability and cross-channel measurement. Khara Hutchinson emphasizes treating retail media as a core element of holistic marketing strategies despite internal and external stakeholder complexity. Conversations are shifting from limitations toward solutions and actionable collaboration, with recent progress driven by brands insisting on clearer measurement and integration from retailers.
Read at Modern Retail
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