The offsite advantage in retail media
While marketers and retailers recognise retail media’s power, starting the journey is where things can come unstuck. But as Nick Hinsley, chief revenue officer at retail media platform Zitcha, writes, offsite retail media will become an increasingly powerful driver in its exponential expansion.
With the global retail media market predicted to surpass TV ad spending within five years, hitting US$176 billion annually, it is unsurprising retailers and brand advertisers are racing to capitalise on this burgeoning media sector.
While marketers and retailers recognise retail media’s power, starting the journey is where things can come unstuck. Already stressed marketers, under pressure to drive sales revenues from the CEO and CFO, have yet another media consideration to add to their already large to-do list.
