Agency Leaders Urge Broader Use of Retail Media Beyond Lower-Funnel Tactics
· 2h ago · Originally reported by Digiday
At the DMBS event, agency executives discussed how retail media can support both brand awareness and direct sales by leveraging closed-loop measurement. They emphasized that retail media should be integrated into holistic marketing strategies, not just used for bottom-funnel conversions.
Why it matters
This matters because retail media is often seen as a tool only for driving immediate sales, but agencies are highlighting its potential to impact the entire customer journey, making campaigns more effective.
Explain it like I’m new here
Agencies want companies to use retail ads not just to make quick sales, but also to help people learn about brands in the first place.
Terms in this story
Agency
An agency is a company that plans, buys, creates or manages advertising on behalf of advertisers, in exchange for fees, commissions or a margin on the media it buys.
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.
Closed-loop measurement
Closed-loop measurement links ad exposure directly to actual sales data for the same people, typically within a retailer or data owner, showing whether ads led to purchases.
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.
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