Retail Media Is Dominant for CPG but ROI Is Questioned: Skai
Retail media is the number one marketing channel for consumer goods brand, with 92% ranking it as their most important strategy according to a survey from Skai. Questions are raised, however, about ROI and incrementality. A full funnel approach to retail media is winning favor with 61% of leaders emphasizing its consistent messaging and 59% saying it helps to influence consumers throughout the customer journey. Only 25% claim full-funnel maturity, leaving room for growth.