Trends 2020: Retail Digital Media Platforms

Cyndi Loza
Associate Editor, Path to Purchase Institute
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Path to Purchase IQ’s annual Trends Report (published in the January issue of Path to Purchase IQ) provides data and analysis gleaned from a survey of executives at consumer product manufacturers who are asked to provide insights into some of the major issues affecting their companies. This year, we asked respondents to rate nine retail digital media platforms based on their relative strengths in effective targeting, performance measurement, ROI, data sharing, sales growth and creative freedom.

Survey participants who have worked with Target’s in-house Roundel media company generally gave the platform a “good” score for targeting effectiveness, but it apparently still has a way to go with data sharing and creative freedom.

Among other results:

Walmart Media Group mainly received a “good” or “excellent/very good” rating for targeting effectiveness but a “poor/fair” score for data sharing and measurement capabilities.

Amazon DSP generally earned “excellent/very good” and “good” scores in targeting effectiveness and sales growth but could improve as far as data sharing goes.

Albertsons Performance Media’s data sharing and sales growth capabilities could stand to improve.

While results varied across capabilities, Amazon, Kroger and Target consistently earned better ratings than the competition followed by Walmart.

Participants also were asked which internal budget was primarily covering their retailer digital media allocations. Not surprisingly, shopper marketing was identified most often, by 43.9% of survey takers. The general consensus may have been summarized by one respondent who explained, “Mostly shopper, but more national media is being considered and used.”

When asked what percentage of their retailer digital media activity was dedicated to a specific few objectives, results were generally equally split. Sales anywhere took the lead with 24.7% followed by brand awareness consideration (24.5%), online sales (22.7%) and sales in brick-and-mortar stores (21.9%).


In late October 2019, several thousand U.S.-based consumer goods marketing executives were emailed a questionnaire to be completed online. The names were drawn from Path to Purchase IQ magazine subscribers, Path to Purchase Institute members and others in the EnsembleIQ database, with an emphasis on people with director, manager or senior executive titles. From those emails, 90 consumer goods marketing executives submitted surveys. The survey was administered and the data compiled by EnsembleIQ Research Solutions.


Respondents: Consumer product marketing executives. Please source all charts to: the Path to Purchase Institute/Path to Purchase IQ magazine.