The emergence of national retailers as digital media operators has added a new wrinkle to the shopper marketing world. Retailers are scrambling to build effective platforms that can attract both new shoppers and additional brand marketing dollars, and consumer brands are striving to assess the growing opportunities with key retail partners and rethink their overall media strategies accordingly.
With top retailers jockeying for brand marketer attention as they build-out programs, and with brand marketers still debating internally about the effectiveness of retail media platforms, there is plenty of confusion in the marketplace. This session will provide a candid, objective overview of the current landscape that will answer many of the questions brand marketers have been asking. The session will:
- Provide an overview of the key retailers operating in the space and how far along they are in developing legitimate media platforms
- Present an unbiased comparison of their capabilities and offerings, including a look at their audience sizes, potential reach, marketing assets and data sharing policies
- Give brand marketers a primer on the best ways to evaluate these still-evolving opportunities, both across retailers and in comparison to mainstream media networks
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Chicago, IL 60601