There’s no stopping the retail media juggernaut. At $45.05bn in US spending in 2023, it’s already far ahead of connected TV (CTV) and closing in on traditional TV.
Read the full article on the Insider Intelligence website
NAM Implications:
- Inevitable…
- But not without fightback by traditional media interests…
- (trade budgets, sponsorships, events, and promotions)
- Suppliers will need additional skills in media assessment/productivity, clarity re marketing execution…
- But especially guidance in relative quality assessment of RMNs on offer.
