Retail Media Expands Focus Beyond Lower-Funnel Advertising
· 1h ago · Originally reported by WeRSM
Retail media networks are broadening their strategies to include upper- and mid-funnel marketing, not just driving immediate sales. This shift reflects a growing emphasis on brand awareness and customer engagement within retail media platforms.
Why it matters
Understanding this evolution helps marketers and advertisers see new opportunities for brand-building, not just direct sales, within retail media environments.
Explain it like I’m new here
Retail media is like a store putting up ads not just to make you buy now, but also to help you remember their brand for later.
Terms in this story
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.
Retail media network (RMN)
A retail media network (RMN) is a retailer's advertising business, including its ad inventory, shopper data, ad technology and sales team, that sells ads to brands on and off the retailer's properties.
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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