Consumer Brands Boost Ad Spend Amid Slower Growth as Retail Media Expands
· 4h ago · Originally reported by InternetRetailing
Consumer brands are increasing their advertising budgets even as overall market growth slows, with a notable shift towards retail media channels. This trend highlights the growing importance of retail media in digital advertising strategies.
Why it matters
Retail media is becoming a key channel for brands to reach shoppers directly at the point of purchase, which can drive more effective advertising outcomes even in a sluggish market.
Explain it like I’m new here
Brands are spending more on ads in online stores, like putting up signs right where people shop, even though business isn’t growing as fast.
Read the original at InternetRetailing
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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