The migration of advertising budgets towards RMNs hinges on their ability to position products directly in front of consumers at the point of purchase and prove a return on that investment.
Global brands are reallocating budgets to RMNs like Amazon, but risking loss of brand awareness critical for amplifying lower-funnel activities effectively.
Greatest challenge is proving return amidst the shift to measurable outcomes, as brand awareness from mass-vehicles enhances lower-funnel success.
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