Daniel Manu’s Post

The convergence of trade and retail media networks (RMNs) is evident, fueled by shared financing sources and a focus on the lower funnel.   However, measuring retail media return on ad spend (ROAS) remains challenging due to inflated costs, no shared agreement on measurement standards, and complex attribution models.   Moreover, lack of transparency and the specificity of RMN targeting complicates attribution efforts, particularly when brands need to identify the impact of RMN spend in context of overall marketing and media investment. Advanced modeling systems for accurate assessment of value are crucial for enhancing ROAS accuracy in the evolving landscape of retail advertising. Read i4i’s Mark Garratt's POV on why retail media ROAS is so hard to measure: https://lnkd.in/ewyVqTG6

Retail media networks (RMNs) are becoming a dominant force in the advertising world, propelled by the valuable first-party data they generate. This rise, however, also presents unintended challenges. Margo Hock explains:: https://bit.ly/3VD9R1N #brandstrategy #retail #retailmedianetworks #advertisingstrategy #firstpartydata AnalyticsIQ

#RetailMedia doesn't just offer a high-margin, secondary income stream for retailers—it's poised to gain an "enormous advantage" because of its access to first-party data. Dive into Megan Clarken's insights on the growth of retail media, the evolving landscape for marketers post-third-party cookie changes, and more industry predictions in Mumbrella’s piece.

#RetailMedia doesn't just offer a high-margin, secondary income stream for retailers—it's poised to gain an "enormous advantage" because of its access to first-party data. Dive into Megan Clarken's insights on the growth of retail media, the evolving landscape for marketers post-third-party cookie changes, and more industry predictions in Mumbrella’s piece.

Retail media has been booming .. but why? In 2024 retail media was propelled to center stage, with marketers jumping on board as quickly as possible. At the start of the year retail media was predicted to grow by 26% and this growth is set to continue in 2025. But retail media isn’t anything new, so why the hype? Our answer: first-party data. The main issue rushing to jump on board: without proper measurement, retail media can’t reach its full potential. Did you hop on the retail media bandwagon? And if so, what are you doing to fill the measurement gap? Read more about retail media measurement here: https://lnkd.in/ghuRFvxS #retail #adtech #admeasurement #retailmedia

Did you know retail media networks transform how marketers and retailers connect with consumers? Check out this insightful article from Insider Intelligence that dives deep into the definition, benefits, and types of retail media networks. Discover how these networks bring advertisers closer to the point of sale, leverage first-party data, and open new revenue streams. 💼 https://lnkd.in/dEw9362T #RetailMediaNetworks #MarketingTrends

Happy Tuesday! --Are your Clients & Colleagues talking about Retail Media? Mine are! May interest you to know, Retail media networks are growing twice as fast as social media! Nielsen's latest article explores how retailers use shopper data to create personalized ad experiences, driving significant engagement and sales. Discover why this trend is essential for advertisers and agencies seeking to stay ahead and optimize their media strategies. 👉 Get the details: https://bit.ly/3VBtsOA

Where is retail media going? This piece from Forbes delves into the past and future of RMNs: https://lnkd.in/gWYVAGcU #retailmedianetworks #retailmedia #retailmediastrategy #marketingstrategy #digitalstrategy

In 2025, CMOs need to rethink retail media, evolving into a full-funnel commerce media strategy that connects with consumers at every point in their journey. With commerce media set to hit $200 billion globally, leveraging first-party data ethically and ensuring transparency will be critical for staying competitive. Thank you to Mediaweek Australia and Emma Shepherd for featuring my view on this industry shift. Read more here: https://lnkd.in/g968m6D7 #RetailMedia #CommerceMedia #CMOInsights #ConsumerJourney

As we have all observed, the retail media space is exploding, with marketers like Georgia-Pacific (GP) actively testing and vetting many networks. While this massive CPG company can afford a comprehensive approach, it's essential to glean transferable insights for brands of all sizes. Here's what stood out to our team: 1. Prioritize Data Quality and Transparency: GP didn't just test various networks, they dug deep. A key takeaway? Data quality and transparency are paramount. Not all networks offer actual first-party data activation; some layer in third-party sources to manipulate pricing. Our team at V2 can help you ask the right questions to ensure you're getting the most out of your chosen networks. 2. Measurement Matters: There's No Silver Bullet (Yet). Be wary of networks touting their results as the "holy grail." GP discovered vast inconsistencies in how different networks measure incrementality (the true impact of your campaigns). V2's expertise lies in navigating this complex landscape and establishing robust measurement frameworks for your needs. 3. Embrace the Cookie-Less Future, It's Here. The Georgia-Pacific study underscores a crucial point: the cookie-less future is upon us. This presents an opportunity, not a hurdle. V2 can help you develop a data-driven, future-proof strategy that leverages retail media networks to their fullest potential. By focusing on data quality, measurement best practices, and a forward-thinking approach, brands can thrive in the evolving retail media landscape. We at V2 Strategic Advisors are here to partner with you and ensure your retail media strategy is built to scale. Let's talk. https://lnkd.in/eziSZeEC. Read the full post  https://lnkd.in/epKmAYtp #retailmedia #media #advertising #data #technology #analytics