The Agile Brand with Greg Kihlström®
#647: Achieving retail media success with Ben Dutter, Power Digital
Mar 7, 2025
In this discussion with Ben Dutter, Chief Strategy Officer at Power Digital, they delve into the critical landscape of retail media. Ben emphasizes the importance of understanding incrementality to avoid wasting ad dollars on customers who would buy regardless. They explore modern consumer behavior and the need for brands to engage across multiple channels. Ben also highlights the challenges of marketing measurement, advocating for straightforward approaches to improve strategy without overwhelming complexity. Tune in for valuable insights on optimizing ROI in retail advertising!
24:40
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Quick takeaways
- Focusing on incrementality allows brands to determine which retail media efforts actually generate new revenue instead of just sustaining existing sales.
- Selecting the right retail media channels based on consumer preferences can significantly enhance advertising effectiveness and overall sales performance.
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