ROUNDEL BUDGET PLANNING
Roundel Budget Planning: A Smarter Path to Investment-Grade Media
Roundel Budget Planning Just Got a Whole Lot Smarter
If you’re already planning ahead for 2026, and let’s be honest, in retail media you probably are, DIGITS just delivered a webinar you’ll want to watch again and again. Hosted by Dave Glaza, with insights from retail media strategist Graham Mills and DIGITS’ own Mallory Becker, the session focused on how to level up Roundel budget planning and transform it into a scalable, brand-led, investment-grade media strategy.
Why Roundel Budget Planning Needs to Evolve
Here’s the reality: Roundel can no longer be viewed as a box to check or as a shopper-only tactic. It is now a performance-driving channel that deserves true brand-level investment. Target knows it, and many clients are already seeing their Target media spend increase by 20 percent year over year.
As one CPG exec said during the webinar, “You won’t get brand money if you can’t plug into our MMA model.” In other words, Roundel needs to behave like real media, not just retailer spend.
Missed the session? Watch the full recording on our YouTube channel.
The DIGITS Framework for Smarter Roundel Investment
The DIGITS team shared a simple and powerful four-step framework to guide your Roundel budget planning process:
- Know Your Budget Owners and Their Goals
Start with internal alignment. Who controls your brand’s media dollars? What are they trying to achieve? Whether it’s building awareness or driving conversion, your Roundel investment needs to deliver against those goals with measurable results. - Use the Right Metrics
To unlock brand dollars, retail media must meet brand standards. Incrementality is now the most valuable metric. Roundel offers Incremental ROAS in many cases, and third-party lift studies can help further validate spend. What matters most is aligning your metrics with the ones your brand teams are already using. - Build a Partnership with Roundel
Bring your Roundel partners into the process early. They want to help grow your business. Come to them with a clear learning agenda and share your goals for the investment. This approach builds trust, increases collaboration, and ultimately drives more effective media outcomes. - Execute with Flexibility
Programmatic campaigns through platforms like The Trade Desk allow for advanced targeting, easier geo-segmentation, and often lower minimum spend thresholds. For smaller or emerging brands, programmatic can be a great way to test and learn before committing to larger investments.
Turning Roundel Into Investment-Grade Media
The standout phrase from the webinar was “investment-grade media.” If your internal brand team doesn’t see your Roundel spend as investment grade, it will be difficult to earn more budget. But by approaching your media planning with a clear framework and tying it to brand-level KPIs, you can change the conversation.
DIGITS works with brands of all sizes to turn Roundel into a strategic, high-return channel. Whether you’re just starting out or looking to expand your programmatic capabilities, we’re here to help.
Next Steps
Watch the full webinar recording
Reach out to schedule a Roundel audit or investment planning workshop
Connect with Graham Mills and Mallory Becker on LinkedIn
Dave Glaza, Founder & CEO of DIGITS, remains committed to bringing digital capabilities to physical stores!
LinkedIn: https://www.linkedin.com/in/
