“If I was a media planner and you gave me the first dollar, would I spend… | Shane O Leary | 12 comments
💸 The quote from a media planner highlights skepticism towards retail media investment, noting that while being findable is necessary, it's not the top priority for the first dollar spent. After a period of rapid growth in retail media, marked by platform launches and high year-over-year (YOY) growth figures, 2025 brings a new phase of maturity due to economic uncertainty. Media planners and brands are applying a critical lens, questioning retail media's value in media plans and joint business plans. An ADWEEK article suggests that retail media may not provide advertising value but rather acts as a forced spend to increase retailers' margins without driving incremental sales. The industry is moving towards a more transactional phase with increased negotiation and scrutiny between brands and retail media owners.
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