Agency execs call for retail media to be holistically considered beyond the lower funnel
At DMBS, agency leaders explained why retail media offers new opportunities to harness closed-loop measurement in a way that benefits both upper- and lower-funnel marketing efforts.
Retail media is a growing space for media agencies, offering new opportunities to harness closed-loop measurement for both upper- and lower-funnel marketing efforts, according to Dentsu's president of commerce, North America, Aisha Khan. Speaking at Digiday's Media Buying Summit in Newport Beach, Calif., Khan highlighted the untapped potential of in-store retail media.
She emphasized that while more than 80% of sales occur in-store, only a fraction of retail media budgets are allocated to in-store media. Khan sees significant growth opportunities in digitizing the physical retail experience, particularly at the last point of purchase. She stressed that expanding in-store retail media could lead to substantial growth for the retail media industry.
Written by urgent.news from Digiday's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
