"If you have the attention of a consumer at scale, as a media property should, ... then you're at the table," Amram said. "Retailers now, by and large, are quite sizable; we're talking about engaging with consumers on a daily basis to send products. ... When you add the [first-party] data element, it becomes a multiplier. If you can use that tactically or strategically, then it becomes quite powerful."
"Amram said the company sees three buckets of value in retailers' ad businesses: driving growth with specific retailers, being great first-party data sources on how consumers interact with a category, and driving top-of-mind awareness - even beyond that retailer's website. He said the question for retailers is how effective the media networks are in helping brands access and interact with them to drive incremental growth."
Mars identifies three value buckets in retailers' ad businesses: driving growth with specific retailers, serving as first-party data sources on consumer category interactions, and generating top-of-mind awareness beyond retailer websites. Retail media effectiveness is judged by how well networks enable brands to access and engage consumers to drive incremental growth. Scaled consumer attention combined with first-party data acts as a multiplier when applied tactically or strategically. Smaller, more nimble retail media networks can enable stronger, more collaborative partnerships. Mars calibrates investment between in-store advertising and e-commerce platforms based on strategic and tactical value.
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