SalesTech Star | Direct-From-Consumers: Recent Data and Trends on Retail Media Consumer Engagement

Article excerpt: 

Retail media networks are on fire. That is the first sentence in a fascinating new report entitled Retail Media and the CPG Consumer that provides some much-needed insight into “how shoppers perceive and engage with RMNs.” While advertiser views on RMNs are well documented, perspective shared directly from consumers has traditionally been much tougher to come by. Given the growth of RMNs—generating a remarkable $46.4 billion in revenue in 2023 and forecast to vie with social media platforms as the highest performing ad channel outside of direct search within a few short years—that data is incredibly valuable. Consumers are, after all, the ones engaging with RMN media on retailer platforms. Given the resources that CPG brands and businesses and their marketing/advertising partners are spending to influence consumer thinking and purchasing habits, the bottom-line impact of a deeper and more nuanced understanding of RMN engagement is potentially dramatic.