Atlanta Embraces Retail Media Networks as a Game Changer for Brands
In the bustling city of Atlanta, the conversation around retail media networks has taken center stage, especially for leading consumer packaged goods (CPG) brands. The pandemic shifted consumer behavior in ways that few could have predicted, and now, industry experts like Paras Shah, senior director of digital media at a major CPG giant, are shedding light on the future of marketing. During a virtual panel, Shah emphasized that while retail media has been a rising star in the marketing world, it also brings some unique challenges for brands.
Retail Media: A Game Changer for Marketing
“Let me tell you something,” Shah started with a chuckle, “I’m not sure if you heard, but there was a toilet paper shortage in 2020.” This light-hearted remark set the tone for a serious discussion about how retail media networks saw incredibly accelerated growth during the pandemic. From curbside pickup to home delivery services, consumer habits have changed, and it seems like they’re here to stay. For CPG marketers, retail media has become increasingly important as they navigate these new consumer behaviors.
The Importance of Data
Shah explained how marketers can now use first-party data more effectively than ever. This data allows them to target consumers based on purchase history, browsing habits, and personal preferences. “Back in the day, retail media just wasn’t developed enough,” he pointed out. “But now, we can use this data to ensure that our ads are relevant to what consumers need at that moment.”
With ads being placed directly within the shopping experience—like retail search ads and digital signage in stores—marketers are not only enhancing the user experience but also increasing the chances of engagement. The idea is to make advertising seamless and convenient, helping shoppers right at the moment of intent.
Real-Time Insights: Adapting on the Fly
One of the standout features of today’s retail media networks is the ability to gain real-time insights into ad performance. “This helps us adapt our campaigns quickly,” Shah said. “When you understand how consumers respond to ads, you can optimize campaigns for even better results.”
Retail media is a full-funnel marketing approach. That means it spans all stages of the customer journey—from awareness to purchase. However, Shah reminds marketers not to get lost in the noise. “I always like to say, ‘That is your full funnel, not my full funnel.’” This emphasizes that each business has unique goals, and investments in retail media should reflect those specific objectives.
A Walled Garden? Navigating Data Limitations
Shah also addressed the challenge of data sharing within retail media networks, which often operate like walled gardens. While major platforms like Google and Amazon have access to robust first-party data, they can also be restrictive about sharing it. “Navigating these ecosystems is an ongoing challenge,” he admitted, “especially when trying to get visibility into campaign performance across different networks.”
For Georgia-Pacific, data plays an essential role from start to finish. Shah expressed, “We’ve built an in-house capability that helps us analyze and optimize campaigns efficiently. Our goal is to turn data into actionable solutions that drive success.”
Investments That Drive Results
When it comes to the actual investment in retail media, Shah highlighted their approach to standardization and measurement. “We want our key performance indicators (KPIs) to reflect our marketing objectives,” he stated. This strategic focus allows brands to verify their retail media returns, ensuring they’re truly driving value and growth.
Shah offered some advice to marketers just beginning their journey into retail media: “Start by maximizing efforts at the bottom of the funnel—those consumers who are ready to convert. Then gradually work your way up to create awareness and consideration. This approach ensures that you’re driving sales and market share gains effectively.”
Conclusion: A Bright Future for Retail Media
As Atlanta’s marketing landscape evolves, it’s clear that retail media networks are not just a fleeting trend; they are becoming an integral part of the marketing strategy for CPG brands. Through effective use of data and strategic investment, marketers can navigate this new terrain and truly connect with consumers when it matters most. With experts like Paras Shah shaping the conversation, the future of retail media looks promising.
