Channel fragmentation and increasing media options provide consumers with an abundance of choice, but they present a hurdle for marketers that rely on traditional mass reach channels to increase brand awareness.
Read the full article on the Nielsen website
NAM Implications:
- This report can be a useful basis for re-evaluating your marketing offering, realistically.
- i.e. in a context of the new norm.
- BTW, re your traditional presence on physical shelves…
- …are you really factoring in retail media…
- …in terms of effective prompting of the consumer-shopper at point of purchase.
