Shopper marketing in the age of retail media

Retail Media Breakfast Club · Feb 17, 2025 · 6m

In this episode, Kiri focuses on the evolution of retail media spending. The discussion covers various data points from IAB Australia, highlighting how retail media budgets are being reallocated from traditional and social media channels, as well as trade retail budgets. Examples include Tillamook's strategy of keeping trade funds and retail media separate and Goodman Fielder's integrated planning model. The episode also explores the shift from traditional shopper marketing to an omnichannel approach, as seen at Georgia Pacific. Discussion extends to the advancements in attribution in…