Retail media networks are all the rage. At a time when retailers are looking to reinvent themselves and diversify revenue, media networks let them monetize physical space in and around their stores. What are strategic drivers and dynamics?

Key Takeaways

Here are a few key messages or insights that we gleaned from this session.

• Retailers have begun to realize they’re sitting on valuable ad inventory given all the physical space that sits in proximity to the cash register. We’re talking about brand exposure to high-intent shoppers.

• Another benefit of retail media networks is that they offer ways for retailers to develop deeper relationships and spending levels with their brand partners. They not only sell those brands’ products on their shelves but can help them amplify sales through in-store promotions

• By doing so, retailers tap into brand marketing budgets, thereby unlocking new revenue streams and, again, diversifying the revenue mix.

• Recent notable market developments include Walmart buying Vizio which extends its ability to deliver exposure and impressions to its brand partners and advertisers. This adds CTV to Walmart’s core offering of in-store advertising and broadens its appeal.
• Growth in retail media is expected for all the above reasons, as well as the headroom for growth as more retailers develop such programs… and the Walmarts of the world go deeper.

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Retail Media, Winning the Last Inch

In a landscape marked by increasingly stringent regulations safeguarding user data, coupled with the burgeoning collection of first-party data by retailers, a distinctive opening has emerged for retail media. Explore the significance of this rapidly growing sector within the digital advertising world.

Speakers

Bill Rosenberg, Microsoft Advertising
Alex Weinberger, Vericast