Measurement is the word defining retail media right now
Brands are demanding consistency and clarity in measuring the success of their investments in retailers’ ad businesses.
That was a clear theme of Digiday, Modern Retail and Glossy’s Retail Media Advertising Strategies event in New York City on Sept. 10. Representatives from many different brands and agencies said variations of this on stage through multiple panels.
Instead of simply determining attributable return on ad spend (ROAS), many speakers were especially interested in ways to measure incrementality. What incrementality attempts to measure is whether a sale happened because of a certain retail media spend or advertisement — or whether or not a sale would have happened even if the brand didn’t spend on retail media.
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Source:: Digiday
