Inmar Intelligence recently surveyed 300 CPG marketing/sales executives.
As retailers develop media networks, 66% of marketing and sales respondents plan to run media campaigns through a retail media network in 2021, as per the report. From occupying a portion of digital advertising budget in version 1.0, retail media 2.0 has matured to standalone networks, as per Aaron Kechley, GM at Inmar.
Consumer targeting using data was rated as the most important capability in retail media networks that needs to be improved. 45% of marketers want self-service options in retail media networks, followed by connected TV (40%), and influencer marketing (39%).
Retailers will develop marketing channels to solve the customer journey from mass awareness to customer marketing to retention and loyalty as part of retail media network 3.0. Walmart Connect, Target Roundel, and CVS Exchange are the top retail media networks used by advertisers.
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