Retail Media Summit
Skai will be present on this topic at the Path to Purchase Institute’s Retail Media Summit, June 28-30 in Chicago. In a session with Nature’s Path Foods titled “How to Really Measure Retail Media Success,” Nich Weinheimer will discuss retail media budget allocation and measurement, as well as the data required to do both successfully.
Amazon Ads is the third most popular digital ad channel, as one in every eight digital ad dollars now goes to it. It’s a win-win for everyone involved. Consumers find the right products more easily, brands reach online shoppers closer to the point of purchase, and retailers have new high-margin revenue streams.
While every new advertising channel has its challenges, marketers are facing a new kind of problem with retail media. Unlike with paid search or social that have very few publishers, the proliferation of retailer networks can be overwhelming. According to a report from Merkel, it seems like every one to two months, a new retail media network is born.
Skai integrates with Amazon, Walmart, Target, Instacart and 30-plus other retailers. While this growth signals a very healthy future for the channel, the proliferation of publishers creates new complexities to unlock its maximum value. One such area is in budget allocation.