Three questions to ask while evaluating your retail media investment
Retail media networks can seem like the ideal for both consumers and the marketers hoping to reach them.
Consumers typically get an engaging shopping experience, as a retail media network’s ad technology delivers personalized suggestions, keying in on past purchase behavior as well as other factors like when and where they’re shopping.
For marketers, particularly consumer packaged goods companies, these networks offer powerful insights and analysis. The closed-loop reporting and first-party data enable companies to see who is buying their products, what else is in the basket, and which customers are new-to-brand versus repeat.
But as with any other media investment, it can be difficult to determine what success looks like and understand the relative efficacy of the different investments. Especially for something that feels as new as retail media, you need a proper framework.
With a goal of making marketers smarter, GroupM and Instacart partnered to author a guide to look at the three most important questions to ask when deciding where to invest your retail media dollar.
Read the full guide on GroupM’s website here.
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