Season 4, Episode 5: Understanding the retail media landscape (with Andrew Lipsman)
Mobile Dev Memo Podcast
Invest Wisely: The Power of Incrementality in Retail Media
Ineffective spending can occur in any advertising channel, highlighting the need for a strategic approach to return on ad spend (ROAS). E-commerce managers often focus on improving ROAS, but may overlook the benefits of conquesting ads, which, although more costly, can lead to true incremental sales by capturing a small portion of competitors' customers. This emphasizes the role of retail media as a highly effective channel that remains under-invested, as research indicates that leading retail media networks outperform other channels significantly in terms of incrementality. Understanding and leveraging this power is crucial for driving sales growth.
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