CONFERENCE RECAP: ASCENDANT RETAIL MEDIA NETWORK
Key Takeaways from the Ascendant Retail Media Network Bootcamp Conference
Last week, I had the privilege of attending the Ascendant Retail Media Network (RMN) Bootcamp in Palo Alto, CA. This event brought together 120 attendees from RMNs, agencies, brands, and tech companies for an immersive experience full of networking, knowledge sharing, and thought-provoking discussions. Here are my key takeaways from the event and the big questions I’m reflecting on.
1. The Challenge of I-ROAS Data
One of the most prominent discussions revolved around Incremental Return on Ad Spend (I-ROAS) data. Leading RMNs like Schnucks Media have committed to sharing this data, but it’s becoming increasingly clear that the way it’s presented may not always benefit the ecosystem.
Not every campaign hits the benchmark, and when results fall short, brands are quick to pull back investment, leaving RMNs with limited upward momentum. It seems like a one-way street of downward risk, with brands rarely rewarding RMNs for success in the same way they punish underperformance. So, how can we improve this?
Perhaps the solution lies in slowing down the analysis. Instead of evaluating I-ROAS campaign by campaign, RMNs could roll out comprehensive quarterly or seasonal reviews. These would allow for more thoughtful analysis, considering the broader portfolio and more nuanced factors. It’s about reporting the news but letting it simmer before diving into the analysis. Would this approach create a healthier dynamic between RMNs and brands?
2. Striking a Balance: Creativity vs. Performance
A recurring theme throughout the conference was the tension between performance marketing and creativity. As retail media continues to grow, there’s increasing pressure to drive measurable performance, but what happens to creativity when the focus shifts too heavily toward numbers?
For big CPG brands, some marketing remains more art than science. The concern is whether the rise of retail media, with its relentless demand for performance data, might stifle the creative risk-taking that has long been the heartbeat of brand marketing. Are we driving out creativity in favor of optimization? It’s a question worth pondering, especially as we work to preserve the balance between performance and innovation.
3. Are Brands Ready to Say ‘Yes’ to Regional Grocers?
For years, brands and agencies have voiced concerns about the growing number of RMNs. “Do we really need another RMN?” they’d ask, advocating for consolidation in the space. Well, consolidation is happening. The rise of regional RMNs is real—DIGITS RMN is rolling out, Rippl is expanding, and even Instacart is launching its own network.
The real question now: Will brands start saying “yes” to these regional grocers and their RMNs, or was the desire for consolidation more of a way to avoid committing retail media dollars to regional players? As more options emerge, we’ll soon see where agencies and brands place their bets and how they value the regional retail media landscape.
4. AI Agents and the Future of Retail Media
Held in the shadow of Stanford, Meta, and Google, the influence of AI on retail media was a hot topic. With AI agents set to play a larger role in building shopping lists, placing grocery orders, and researching products, it’s clear that the future of retail media is bound to evolve.
AI will likely change the way ads and offers are delivered. Today, a sponsored listing might catch a shopper’s eye, but tomorrow’s AI agents could be prioritizing free samples or exclusive deals for consumers. The question is: How will retail media adapt, and what role will AI play in shaping the future of ad units and tactics?
5. Retailers as Media Companies
Another emerging trend is the growing realization that major retailers are transforming into media companies. If that’s the future, what does premium inventory look like for them?
Should retailers emulate Amazon Prime Video’s model and invest in media content that aligns with their audience? Should Lowe’s consider acquiring HGTV? Could regional grocers invest in local newspapers or streaming sports teams? Or perhaps Target could build its style footprint by employing podcasters and influencers.
While Walmart has made a few moves in this direction (see Walmart and Vizio), most retailers have been slow to embrace their media potential. There’s a huge opportunity for retailers to lean further into this transformation, but they’ll need to get creative in curating media that resonates with their unique audiences.
Final Thoughts
The Ascendant Retail Media Network Bootcamp was a unique opportunity to learn, network, and explore the evolving landscape of retail media. From the challenges of I-ROAS data to the growing impact of AI and regional grocers, the industry is changing fast. Retailers, brands, and agencies must stay nimble and embrace these shifts to remain competitive.
I left Palo Alto with plenty to think about, and I’m excited to see how these trends unfold in the months ahead. One thing is certain: the future of retail media will be filled with new opportunities, and the only way forward is to keep innovating.
Stay tuned as we continue to explore these shifts at DIGITS and help our partners navigate the future of retail media.
Dave Glaza, Founder & CEO of DIGITS, remains committed to bringing digital capabilities to physical stores!
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