Majority of Advertisers See Retail Media as Full-Funnel Channel, Study Finds
· 1h ago · Originally reported by afaqs!
A recent playbook from Amazon Ads, MMA, and WPP reveals that 59% of advertisers consider retail media to be effective across the entire marketing funnel. This reflects a growing recognition of retail media's role beyond just driving sales, encompassing brand awareness and consideration as well.
Why it matters
Understanding how advertisers view retail media helps brands and platforms tailor their strategies and investments. The shift to full-funnel use means retail media is becoming a more central part of digital advertising plans.
Explain it like I’m new here
It's like using a store's ads not just to sell things, but also to help people learn about and remember brands.
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Retail media
Retail media is advertising sold by retailers, on their own websites, apps and stores or elsewhere using their shopper data, letting brands reach customers close to the point of purchase.
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