The Full-Funnel Retail Media Network: Bridging On-Site And Off-Site For Seamless Customer Journeys | AdExchanger

"But as advertisers shift toward full-funnel strategies, RMNs are evolving well beyond the "conversion-only" mindset. By harnessing deep, high-frequency consumer insights, they can now deliver value across every stage of the buying journey, building awareness, driving consideration and strengthening loyalty. The key to unlocking this broader potential? Seamlessly bridging on-site and off-site advertising, connecting with consumers wherever they are and creating cohesive, high-impact customer journeys that maximize ROI."

"Beyond 'last click' Traditional RMNs excel at the final push by turning intent into immediate sales. But modern buying journeys are complex and nonlinear. A streaming TV ad might spark curiosity days before a shopper taps "Buy Now." A social placement could plant the seed that blossoms into an in-app order weeks later. Last-click models struggle to capture this reality, undervaluing earlier interactions and skewing budget allocation."

"This narrow view also misses a bigger opportunity, which is to use RMNs to shape brand perception, nurture loyalty and create incremental growth. Expanding RMN activity to the upper and mid-funnel - through channels like connected TV, social media and native placements in retailer apps - ensures brands can connect earlier, stay present through consideration and reengage after the sale."

Retail media networks began as a solution for lower-funnel, point-of-purchase conversions, with US spending projected to exceed $60 billion this year and reach $100 billion by 2028. RMNs now leverage deep, high-frequency consumer insights to influence every stage of the buying journey: building awareness, driving consideration, converting purchases, and strengthening loyalty. Modern buying paths are nonlinear, so last-click attribution undervalues earlier touchpoints and misallocates budgets. Expanding RMN tactics to include connected TV, social media, native in-app placements, and self-serve off-site activations enables cohesive customer journeys and links off-site impressions to on-site actions for greater incremental growth.

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