✉news BusinessRetail first seen 4 d ago, last 3 d ago, peak #1
Agency execs urge broader view of retail media
Original: Agency execs call for retail media to be holistically considered beyond the lower funnel
Agency executives are calling for retail media networks to be evaluated as full-funnel marketing channels rather than being confined to lower-funnel, conversion-focused advertising. Writing in Digiday, they argue brands and marketers should consider retail media's potential for awareness and mid-funnel goals, not just performance metrics tied directly to sales at the point of purchase.
Why now: Retail media is one of the fastest-growing ad categories, and agencies are pushing back on how narrowly it is currently measured and used.
retail media networksagency executivesDigiday
Evidence
API: https://socialmediatrends-api.osmike.com/v1/trends/4707575