How to understand the effectiveness of your Retailer Media Network Ad Spend
Episode # 70 An overview of these emerging platforms with Incremental's Executive Vice President - Skye Frontier. Subscribe to the Road 2 Retail podcast on Apple podcasts, Spotify, our YouTube channel and follow us on LinkedIn.
On today's show we speak with Skye Frontier - Executive Vice President at Incremental. Skye's firm offers a very interesting service where they help consumer packaged goods (CPG) brands evaluate, measure and deploy their advertising investments with the Retailer Media Networks (RMNs). Specific points we cover include:
• Even if retail media spend is committed, there are still ways to optimize that spend to generate more revenue growth from it.
• Be skeptical of ad-attributed sales and ROAS and pay close attention to attribution windows. These terms don't mean advertising caused those sales to happen just that someone exposed to ads happened to purchase.
• There is a lot of juice to squeeze out of retail media with better measurement. Incremental sees brands that adopt 'incrementality based measurement' typically generate 30-40% more sales from the same level of investment in advertising.
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