""Measurement is becoming more and more important. [For] CPGs, fundamentally, retail media opened up this ability to measure - it wasn't just brand awareness, it wasn't just volume of impressions. And I think we've seen an evolution of what measurement means," said Yuni Baker-Saito, founder of Chicory, a contextual advertising platform that specializes in food and grocery. "I think you really need to push for incremental now. ... Incremental is really where you're getting more bang out of your buck.""
""As we have the broader conversation on where can we invest our dollars, we absolutely need data to understand: Did it work?" Andrews said. "I think there's a big conversation in the retail media space of, 'Can we trust the data sources we're getting?' 'Do they match what we have?' And that, of course, will continue to raise questions and provide value in the data we're getting back.""
Brands and agencies are demanding consistent, clear methods to measure success of retail media investments. Measurement focus has shifted beyond brand awareness and impression volume toward determining incrementality—whether a sale occurred because of retail media spend. Incrementality testing and incremental ROAS are becoming key metrics for optimizing ad spend. Partnerships between contextual advertising platforms and marketing firms are conducting retailer tests to calculate incremental ROAS and incorporate shopper data. Brands are questioning the trustworthiness and alignment of data sources across retailers and advertisers. Reliable, comparable measurement and data alignment are driving investment decisions in retail media.
Read at Digiday
Unable to calculate read time
Collection
[
|
...
]