Nielsen's seventh Annual Marketing Report indicates a significant rise in the relevance of retail media networks (RMNs), with 65% of global marketers affirming their growing importance in 2023. RMNs are evolving from merely facilitating direct sales to supporting entire customer journeys, encompassing brand building and engagement. However, challenges such as inconsistent measurement of success and regional variations in RMN adoption persist. Marketers are encouraged to adopt a full-funnel approach and demand better cross-channel measurement to fully leverage RMN potential.
Retail media networks (RMNs) are moving out of the shadows and fast becoming the star performers in marketers' media mixes, with 65% of global marketers noting their increased importance.
The report highlights a major evolution: RMNs are being used to support brand campaigns and new product launches, not just direct sales.
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