Retail media is transforming from a traditional sales-focused approach into a vibrant creative outlet for marketers. Khurrum Malik from Walmart Connect emphasizes the importance of viewing retail media as a canvas for innovative storytelling and customer engagement, rather than just a final sales step in the customer journey. As seen with recent industry acknowledgment, such as Cannes Lions introducing a Retail Media award category, brands are encouraged to experiment with premium placements and creative formats that leverage first-party data for building awareness, consideration, and conversion across the marketing funnel.
Retail media is no longer a strictly transactional space; it's the next creative playground for marketers to explore.
Retail media networks are no longer just about driving sales. Once dominated by lower-funnel performance advertising, retail media now offers premium placements, rich formats, and full-funnel reach.
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