Mapping Out the Omnichannel Retail Media Landscape
CGT’s sister brand The Path to Purchase Institute set out to increase transparency in the growing marketplace of retail media, launching an interactive Omnichannel Landscape that highlights existing retailer media networks and relevant key partners across nine categories:
- In-store retail media
- Digital shelf optimization
- Grocery service and delivery networks
- DOOH and CTV and OTT
- Consumer promotions and rewards
- Commerce media platforms or tech companies
Retail Media in Consumer Goods
CPGs are testing formats that go beyond traditional advertising. From tapping audiences through third-party rewards programs to incorporating gamification, brands are driving brand growth and consumer engagement via interactive, media-focused experiences.
“It's a historical moment because the data the retailer could serve to the advertising industry is something that the whole industry has never had in their hands before in terms of measuring true effectiveness,” said Robert Jozic, SVP for German multinational retailer and media arm Schwarz Media, at NRF this year.
