The maturation successful brands utilizing retail media networks (RMNs) is being fueled by unit from retailers, according to a caller report. Eighty-eight percent of the companies surveyed by the Association of National Advertisers said they are somewhat oregon heavy influenced by retailers to bargain advertizing connected their RMNs.

 “It’s a powerfulness conflict close now,” according to an anonymous advertiser quoted successful the study titled “Retail Media Networks: A Forced Marriage oregon A Perfect Partnership.” “For galore marque marketers, RMNs are seen to beryllium a ‘have to buy’ versus a ‘want to buy.’”

Dig deeper: Why we attraction astir retail media networks

Further, 1 advertiser said they “play defence arsenic overmuch arsenic discourtesy with retail media networks.” Explaining that due to the fact that of “economic uncertainty and rising inflation, consumers tin power to backstage statement and the retailers ain these. We usage RMNs to support our brands arsenic overmuch arsenic physique our brands.”

From the ANA study “Retail Media Networks: A Forced Marriage oregon A Perfect Partnership”

The survey besides asked respondents to stock however their enactment views their concern with RMNs, utilizing a five-point standard ranging from “Valuable selling tool” to “Cost of doing business.” More than a 4th (28%) it was the former, portion lone 31% said the latter. 

Some 42% placed RMNs precisely betwixt those 2 extremes. “This should beryllium concerning to RMNs and indicates that galore brands are progressive but reluctant buyers,” the study said. “RMNs inactive person a occupation to bash to beryllium their afloat worth to marketers. This volition beryllium captious … if they expect to vie with and summation gross from different non-RMN selling platforms.”

Why we care. If RMNs are to proceed increasing it volition beryllium due to the fact that of results not pressure. Retailers indispensable intelligibly beryllium media networks’ worth with useful, tangible information for metrics. They indispensable show that these platforms tin thrust incrementality and affirmative ROAS for brands. 

RMNs bash clasp existent value. RMNs bash supply ROI. Consider this: From May 1, 2021 to the extremity of the pursuing January, much than 23,500 companies bought RMN ads, per MediaRadar. Retailer unit unsocial can’t marque that happen. Further impervious of their worth tin beryllium seen successful the 56% of advertisers utilizing 5 oregon much RMNs, with 40% utilizing 5 to nine, and 16% utilizing 10 oregon more.

More than fractional (52%) of companies expect that RMNs volition beryllium viewed much positively arsenic a “valuable selling tool” successful the precise adjacent future.  Both advertisers and retailers are already taking the steps needed to marque this happen. 

Brands accidental they are doing the investigating and calibration needed to amended and optimize the activation and show of RMNs against concern objectives and KPIs. This volition beryllium greatly helped by measurement standardization and transparency from RMNs, thing that companies expect to happen.

“RMNs cheque a batch of boxes for advertisers. They person go foundational to integrated selling plans,” said 1 advertiser interviewed successful the study.

Download the afloat ANA study here.