Retailers are new to the media-selling game, so they should be forgiven for sometimes losing sight of this fact (even if it’s in their interest not to). Retailers want brands to spend on retail media ads using national media dollars – which represents net new ad spend – and grumble that retail media often pulls from existing shopper and trade marketing funds. But earning national media dollars will only come if retail media networks (RMNs) stop acting like retailers and start acting like media companies.
Read the full article on the Insider Intelligence website
NAM Implications:
- By the same token, traditional media are not going to sit back and see their ad revenue going to retailers.
- Suppliers/Account Managers will need upskilling in media buying…
- …in order to decide the optimum usage of media in balancing brand-building with consumer-shopper conversion.
- (especially in negotiating with their own marketing colleagues…)
