Key Takeaways from the Digiday Retail Media Strategies Conference
Fluent, Inc
Fluent empowers brands to acquire and retain customers across the entire omnichannel marketing experience.
Last week's Digiday Retail Media Strategies Conference in NYC was packed with insights into the evolution of retail media. Brands are getting creative in their approach, expanding into offsite channels like social media and connected TV and redefining their campaign objectives
Here’s a quick overview of the key takeaways:
Going Offsite: Retail Media Beyond the Retailer
Retail media is no longer just about in-store or on-site advertising. 达能 ’s VP of Media, Mike Sallette , discussed how brands are increasingly running offsite campaigns to reach new audiences in non-retail environments.
However, managing campaigns across multiple platforms can be tricky. Brands and retailers are working more closely to consolidate buying, eliminate frequency overlap, and measure incremental growth driven by offsite retail media efforts.
Expanding into Full-Funnel Objectives
Historically, retail media was seen as a tool for driving conversions. But now, with platforms like Amazon promoting retail media as a brand-building tool, the lines between upper and lower-funnel tactics are blurring.
Ryan Pancoast, MBA , Sr. Manager of Retail Media at 拜耳 , explained how retail media is being used to target consumers at different stages of the purchase journey, going beyond performance marketing to fulfill full-funnel objectives.
Meeting Shoppers Where They Are
Brands are leveraging retail media across multiple platforms to align with the omnichannel consumer journey. According to Rachel Lawson (she/ her) , the Director of Shopper Marketing at 亿滋食品 , it’s not just about driving conversions but also creating meaningful brand experiences across touchpoints.
领英推荐
Similarly, Clinique ’s Executive Director of Consumer Engagement, Maiah Martin , shared how the iconic beauty brand uses influencer partnerships, exclusive products, and real-world activations to meet customers where they shop.
The Road Ahead for Retail Media?
Retail media is evolving into a full-funnel marketing tool, blending brand-building with performance marketing. However, as more retailers enter the space, the key question is how brands can manage campaigns across a variety of media to ensure they all work together in harmony.
As retailers continue to improve their data-sharing capabilities, brands will have even more ways to measure and optimize their campaigns. Retail media will become not just about where ads are placed, but also about how you use multiple platforms and touchpoints to create a unified, impactful strategy.
Check out the latest resources from Fluent to stay ahead in the retail media landscape: