In the Brave Commerce Live 2024 podcast episode, media investment experts Farrah Linden and Josh Cierski delve into the complexities of brand and retail media. They explore topics such as strategic budget allocation, the need for improved performance measurement beyond traditional metrics, and the significance of first-party data in optimizing advertising spend. The conversation highlights the blurred lines between retail and brand media, raising questions about standards and organizational team structures necessary for achieving effective marketing strategies in an evolving digital landscape.
In a rapidly changing retail landscape, brands must navigate budget allocation and performance measurement while leveraging first-party data and creative excellence to optimize media spending.
The debate continues on whether retail media should be held to the same standards as traditional brand media, emphasizing the need for organizations to establish measurement rigor.
As the boundaries between digital and retail media blur, brands must rethink traditional metrics like ROAS and adopt incrementality and brand lift to evaluate success.
The integration of ecommerce and omnichannel marketing strategies is crucial for maximizing ROI, as consumers demand cohesive experiences across all touchpoints.
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