LAS VEGAS – Retailers that sell advertising make up a fast-growing part of the media marketplace, especially with the power of retailers to drive transactions for brands. Amid this growth, retail media also has a role in traditional brand-building strategies such as driving consumer awareness.

“I spend a lot of time working with Amazon…the amount of things that they have innovated on in the upper funnel has made it so that there isn’t a worry anymore,” Margaux Logan, senior vice president and head of omnichannel and emerging marketplaces at Publicis Commerce, said in this interview with Beet.TV contributor Mike Shields at CES 2024.

“If I know that I’m going to be spending something on brand building and I’m going to be doing something that’s much more creative or master brand focused,” she said, “I can still track it and see that it’s gone down to that lower funnel and resulted in that sale.”

Advertisers use a variety of metrics to track the effectiveness of their media spending, including return on investment (ROI). This tendency has tended to help performance-based strategies, but Logan still sees a need for brand-building.

“The good news is our clients are used to it….When you’re a marketer, master brand campaigns and how do you work within the retail brick-and-mortar ecosystem — totally something that they’re very familiar with,” Logan said.

You’re watching “The Rise of Retail Media”, a Beet.TV Leadership Series produced at CES 2024, presented by Criteo. For more videos from this series, please visit this page.