Amid the impact of tariffs causing unease in advertising budgets, small businesses are increasingly finding value in retail media networks to elevate their brand awareness. Brands like Each & Every and Omaha Steaks opt for immediate advertising opportunities that align closely with purchase intent. Retail media's attraction lies in its ability to utilize first-party data from retailers, allowing brands to target shoppers directly on e-commerce platforms. A survey highlights that concerns over tariffs are prompting many advertisers to reconsider their overall ad spend strategy.
"It's important to us to capture the attention of shoppers who are already on those platforms," said Lauren Lovelady, founder and CEO of Each & Every. "Both of those retailers just have a ton of traffic every day."
An estimated 94% of U.S. ad decision markers say they're concerned about the impact of tariffs on ad spend...45% of advertisers are planning to reduce overall ad spend in light of economic uncertainty.
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