Don “eCommerce” Brett’s Post

CPG & eComm: Retail Media - What Leaders Need to Know 🙏🏼 Great report by the dentsu team. The Big Question — How should brands optimize retail media investments as networks expand and budgets tighten? By the Numbers: (6) 💰 $54.9B → Retail media has nearly tripled in size since 2020, up from $18.8B. 💰 94 → The number of retail media networks (RMNs) today—compared to just 28 in 2020. 💰 89% → Of brands now use an external agency to manage retail media, signaling execution challenges. 💰 78% → Retailers expect RMN revenue to grow over the next three years, but confidence is slipping (down from 91% last year). 💰 66% → Of brands say the number of RMNs is “just right”, but complexity is a growing challenge. 💰 53% → Of RMN ad spend now goes to offsite media, shifting beyond traditional retailer-owned placements. Key Insights for CPG Leaders: (3) 1️⃣ Retail Media Isn’t Optional Anymore → RMNs are now table stakes for visibility and sales—but picking the right ones is critical. 2️⃣ Fragmentation is Your Biggest Challenge → With 94 RMNs in play, brands must focus on networks that drive real incrementality, not just more ad spend. 3️⃣ Retailer Negotiations Are Changing → Ad budgets are becoming a key part of trade discussions—if you’re not aligning retail media with sales, you’re losing leverage. Key Actions for CPG Brands: (2) 💡Prioritize RMNs That Deliver Incremental Growth → Instead of spreading budgets across multiple RMNs, double down on the networks that provide clear ROI, unique audiences, and closed-loop measurement. 💡Integrate Retail Media into Trade Strategy → Retailers are treating RMNs as a core part of supplier negotiations. Winning brands use RMN investments strategically to strengthen partnerships, not just to buy ad space. How to Stay Ahead in 2025: (3) - Shift from Presence to Performance → It’s no longer about being everywhere—focus on RMNs that drive true business outcomes. - Demand Better Measurement → Push for transparent, cross-platform performance data to compare RMNs. - Retailers Will Prioritize Partners, Not Just Advertisers → Winning brands integrate RMNs into broader joint business planning. Final Thought — Retail media is evolving fast—brands that align investments with performance and retailer relationships will win. Are you making every dollar count? Happy to share (43 pg). Ways to reach us: Pattern® The CPG View The Retail eCommerce Club Subscribe to The Retail Media View newsletter: 👇🏼 https://lnkd.in/etsfcm-S #RetailMedia #CPG #Ecommerce #ShopperMarketing #Sales #BrandManagement #DigitalAdvertising