Many Brands Seek Business Outcomes From Retail Media
}
Forty-seven percent of marketers surveyed by Epsilon and CitrusAd said that total sales was the most important metric for retail media campaigns, and the same percentage cited return on ad spend (ROAS). Just 22% said that category share was a key metric.
“Brands want a tangible return on their retail media investment — one that they can see and trust,” notes the report. “Reach is great, but it doesn’t provide the transactional evidence that brands need, such as sales and return on ad spend.”
“Brands want a tangible return on their retail media investment — one that they can see and trust,” notes the report. “Reach is great, but it doesn’t provide the transactional evidence that brands need, such as sales and return on ad spend.”
