"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."
""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.""
Retailers are rapidly building retail media networks, creating many partner choices for brands. Mars evaluates networks by three value buckets: driving growth with specific retailers, serving as first-party data sources on consumer-category interactions, and generating top-of-mind awareness beyond retailer websites. Attention at scale from retailers plus first-party data multiplies marketing effectiveness when used tactically or strategically. Smaller, more nimble retail media networks can offer better, scrappier, collaborative relationships that benefit brands. Mars allocates advertising investment across in-store and e-commerce platforms based on each network's ability to deliver incremental growth and strategic access to consumers.
Read at Digiday
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