Latest / Retail Media Breakfast Club
Why Do Brand Marketers Love To Hate On Retail Media?
There’s a new beef in marketing, and this one hits close to home: can retail media actually build brands, or is it really just trade promotion with a fancy name and a dashboard? Mark Ritson kicked off the debate by arguing that retail media is fundamentally a bottom-of-funnel, defensive investment. Andrew Lipsman pushed back, making the case that retail media can do something brand marketers have wanted for decades: reach people who aren’t currently buying your brand.
In this episode, I dig into both sides of the argument, including the role of retailer data, off-site audiences, CTV…
The skinny
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