Retail Media Investments Broaden as Marketers Seek Efficiency

Marketers are expanding their retail media investments to include off-site media, streaming, and full-funnel marketing, according to a recent report by Glossy+. The Home Depot's Orange Apron Media sees demand growing across the funnel, with retailers advancing in the field.

The majority of marketers (89%) use Amazon for retail media advertising, followed by Walmart Connect (47%), and Target's Roundel (32%). However, usage rates have fluctuated over the past three years, indicating that marketers are testing and diversifying their use of various retail media networks.

Jeremy Lowenstein, Chief Marketing Officer at Milani Cosmetics, emphasizes the importance of aligning a brand's retail media strategy with where consumers are shopping. 'There's still a consumer journey,' he says. 'It just happens at different places.'

Marketers have shifted their focus on success metrics, with sales remaining the top priority for 75% of respondents across various retail media networks. However, engagement has become less of a priority this year, except on Amazon where 7% of marketers consider it their main measurement of success.