Retail Media Networks Analysis
A new report on retail media networks finds convergence at the surface, but fragmentation lies beneath. Read more »
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retail media networks
Television of Tomorrow Conference Insights
This year’s TVOT (Television of Tomorrow) conference in New York (December third) featured panels of media experts discussing key issues. Here are the key takeaways: Read more »
Member Only AccessRetail Media Networks: Navigating Metrics, Challenges and Opportunities
Retail Media Networks (RMNs) have emerged as one of the fastest-growing advertising channels in the U.S., transforming how brands reach and engage consumers. Leveraging first-party data, RMNs enable targeted, measurable campaigns across retailers’ ecosystems, opening a unique blend of performance-driven and brand-building opportunities. Learn about this emerging channel, including the commonalities and differences in how they are being used between advertisers and agencies, in this deep dive into RMNs.
This study is part of the ARF’s Metrics Trilogy, which also includes deep dives on attention metrics and cross-media measurement, offering a comprehensive view of how advertising effectiveness is being measured across platforms.
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- Future States & AI
- Article
Dive Deep into Retail Media Networks: One of the Fastest Growing Channels in the US
Retail Media Networks (RMNs) have emerged as one of the fastest-growing advertising channels in the U.S., transforming how brands reach and engage consumers. Leveraging first-party data, RMNs enable targeted, measurable campaigns across retailers’ ecosystems, opening a unique blend of performance-driven and brand-building opportunities. Learn about this emerging channel, including the commonalities and differences in how they are being used between advertisers and agencies, in this deep dive into RMNs.
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- Past Event Highlights
- Article
Unlocking the Brand-Building Potential of Retail Media
Chris Kelly - CEO, Upwave
Jon Stewart - EVP, Customer Success and Analytics, Upwave
Upwave’s Chris Kelly and Jon Stewart presented this meta-analysis that looked at whether retail media networks (RMNs) can effectively support brand building, not just drive lower-funnel performance. The study analyzed over 500 campaigns across 350 brands, measuring more than 10 billion impressions. Contrary to the common belief that RMNs are solely for conversion-focused tactics, the research found that RMNs consistently generated positive lifts in key brand metrics like ad recall, aided awareness and purchase intent, outperforming Upwave's own benchmarks. RMNs were found to be particularly effective at over-indexing on high-value audiences, such as past purchasers or category decision-makers. The presenters highlighted the importance of continued research, particularly into the roles of CTV, ad format differences and optimal media mix combinations. Key takeaways:- Retail media networks outperformed brand lift benchmarks across the funnel, proving value beyond direct response objectives. Retail media performs well lower in the brand funnel, outperforming all other channels (linear TV, online video, online display and CTV) in purchase propensity.
- Non-endemic brands (e.g., insurance) often outperform endemic brands on RMNs, benefiting from highly engaged, decision-driven consumers.
- Both small and large campaigns benefited from RMNs. Smaller campaigns can be more efficient and often showed higher percentage lifts. Larger campaigns, while having slightly lower lift percentages, reached significantly more people and thus had greater overall impact, maximizing scale.
Watch the Presentation
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- Past Event Highlights
- Article
Shopper Insights Council: Diving into Key Issues in Shopper Marketing
As the shopper marketing landscape continues to evolve rapidly, the ARF’s Shopper Insights Council held a half-day event that offered two unique opportunities: 1) To hear from knowledgeable speakers about Retail Media Networks and omnichannel shopper marketing; 2) To participate in focused workshops and share perspectives, concerns and best practices with others in the industry having similar roles.
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- Research & Data Quality
- Article
Marketing Analytics Accelerator: 2024
The Marketing Analytics Accelerator – the only event focused exclusively on attribution, marketing mix models and the science of marketing performance measurement – returned for its ninth year on November 13. The industry’s boldest and brightest minds joined us in NYC to share their latest innovations and case studies that will improve your business outcomes.
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