As retail media networks multiply, many brands are rushing to shift budgets to digital. But leading consumer brands are finding success by integrating traditional shopper marketing expertise with new digital capabilities, rather than treating them as separate disciplines. This evolution is pushing organizations to restructure teams, rethink budgets, and bridge crucial knowledge gaps between retail veterans and digital specialists.
The Budget Reality
According to the IAB Australia Retail Media State of the Nation 2024 report, 70% of retail media spend is being diverted from other advertising budgets, including traditional media channels and social media, while 30% comes from…..
Sources include:
Forbes.com
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