Ad Executives Rank Retail Media As Most Important Marketing Channel
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Retailers that sell advertising – especially digital display ads – have become a significant part of the media plans for many consumer brands. While there are concerns that retailer media networks aren’t equipped to provide ad buyers with the capabilities they have in more established channels, brands continue to shift parts of their media budgets into the emerging channel.
About four out of five (81%) of media decision makers at brand advertisers and agencies said retail media is their most important or is a very important marketing channel, according to a survey by ad platform Skai. That makes retail media more important than other growing channels such as social media and connected television.
About four out of five (81%) of media decision makers at brand advertisers and agencies said retail media is their most important or is a very important marketing channel, according to a survey by ad platform Skai. That makes retail media more important than other growing channels such as social media and connected television.
