As retailers adjust to a changing sales climate dominated by ecommerce, leveraging insights, media programs, and data can drive product sales and profit.

The company has hired more than 400 staff in Toronto, established more retail partnerships, and developed its retail ad network. Instacart’s services can now reach 90% of households in Canada, via 40 retailer partnerships representing 2,400 partner store locations. For grocery and CPG brands, Instacart’s retail media network is increasingly important as audiences grow.

Amazon’s demand-side platform (DSP) is one example of such a retail media network. French retail giant Carrefour has also moved in this direction with its Carrefour Links platform. Brands Must Get Up to Speed with Video Ads. The appeal of video is a major driver of rising spend on digital display ads around the world—and Western Europe is no exception.

New outlets ranging from retail media networks to the metaverse require marketers to consider new audiences, targeting approaches, tools, and, potentially, metrics. Ad fraud remains a concern. It will cost marketers $120 billion in wasted media buys in 2022, according to analysis published by the Association of National Advertisers (ANA).

The majority of US social buyers still order from retailer websites, rather than directly on social platforms. In December, 61.5% said they made their most recent social commerce purchase on the retailer’s site, while 38.5% reported doing so through the social network’s checkout feature.

Between 2020 and 2021, the number of CPG brands working with retail media networks to gain access to first-party data nearly doubled from 33% to 62%, according to an October 2021 survey by Merkle.

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Macy’s Media Network, launched in August 2020, is already generating more than $35 million annually with what CEO Jeff Gennette billed as “a new fashion and beauty publishing model” in a recent earnings call. Nordstrom began testing retail media in 2019 with off-site campaigns for brand advertisers.

Derek Daugherty, global sector head, FMCG/CPG & retail at YouGov, joins the conversation. Presenters:. Andrew Lipsman is a principal analyst at Insider Intelligence. Andrew focuses on retail and ecommerce. His recent coverage includes topics such as retail media networks, direct-to-consumer brands, social commerce, mobile retail apps, holiday shopping, and Amazon Prime Day.

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