Agency execs call for retail media to be holistically considered beyond the lower funnel
Digiday ·
At DMBS, agency leaders explained why retail media offers new opportunities to harness closed-loop measurement in a way that benefits both upper- and lower-funnel marketing efforts.
As it continues to expand in the number of channels and options, as well as the ad revenue placed into it, retail media is offering media agencies new opportunities to harness closed-loop measurement in a way that benefits both upper- and lower-funnel marketing efforts.
That’s one major takeaway from a conversation onstage Dentsu’s president of commerce, North America, Aisha Khan, at Digiday’s Media Buying Summit last week in Newport Beach, Calif., last week. Khan said she also believes that the in-store side of retail media has great upward potential.
“There’s still tremendous growth to be had in the commerce landscape,” Khan told the audience, citing the stat that more than 80% of sales are still happening in store, but less than 5% of retail media is spent on in-store media. “So if you think about that expansion opportunity for retailers to really digitize the physical experience, that is going to create tremendous tremendous growth for retail media — think about that last point of purchase.”
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