Retail Media Networks: Marketers Shift Focus to Full-Funnel Marketing

The retail media landscape is evolving rapidly, and marketers are rethinking their strategies to maximize their investments. According to a recent survey by Digiday+ Research, marketers are expanding their ad businesses beyond sponsored product listings into off-site media, streaming, and full-funnel marketing.

Amazon remains the top choice for marketers, with 89% of respondents advertising on its platform. Walmart Connect is second, followed closely by Target's Roundel. However, despite some fluctuations in adoption rates, marketers are increasingly diversifying their retail media network investments across various platforms, including Kroger's Kroger Precision Marketing RMN and Nordstrom's Nordstrom Media Network.

Marketers are aligning their key performance indicators (KPIs) with each retail media network's role, focusing on sales as the main measurement of success. However, engagement has become less important for most platforms, except for Amazon, where it remains a top priority due to its search engine capabilities and product discovery features.