Digiday+ Research deep dive: Brands are more invested in retail media than agencies, as Amazon still dominates


In the evolving landscape of digital marketing, retail media is becoming a cornerstone for brands looking to amplify their presence and drive sales. According to a recent deep dive by Digiday+ Research, brands are significantly more invested in retail media compared to agencies, with Amazon maintaining its stronghold as the leading platform.

The data reveals that brands are prioritizing retail media due to its direct impact on their bottom line. Unlike traditional advertising channels, retail media offers a clear path from ad exposure to purchase, making it an attractive option for brands aiming for tangible results. This is particularly crucial in an era where ROI and accountable marketing spend are more important than ever.

While agencies recognize the value of retail media, their investment levels do not match those of brands. This discrepancy can be attributed to several factors. Firstly, brands have a more immediate and vested interest in driving sales directly through these platforms. Secondly, agencies often manage a portfolio of digital marketing avenues and may not concentrate their resources on retail media alone.

Amazon’s dominance in the retail media space is unmistakable. The e-commerce giant’s platform offers unparalleled reach and targeting capabilities, making it the go-to choice for many advertisers. According to Digiday+’s findings, a significant portion of brand budgets allocated to retail media is funneled toward Amazon. This not only underscores Amazon’s influential role but also reflects the platform’s proven track record of delivering measurable results.

For brands, the appeal of Amazon lies not just in its vast audience but also in its sophisticated advertising tools that allow for precise targeting and comprehensive analytics. These features enable brands to fine-tune their campaigns for maximum efficiency and impact.

Despite Amazon’s lead, other players in the retail media arena are gaining traction. Platforms like Walmart Connect, Target’s Roundel, and Kroger Precision Marketing are emerging as credible alternatives. These platforms are leveraging their own consumer data and extensive networks to attract brand investments.

The shift toward retail media signifies a broader trend in digital marketing where performance-driven strategies take precedence over traditional awareness campaigns. Brands are increasingly looking for advertising solutions that offer clear attribution and direct sales impact—criteria that retail media platforms are well-positioned to meet.

In conclusion, Digiday+’s deep dive illustrates a growing divide in investment levels between brands and agencies in the realm of retail media. Brands are leading the charge with substantial investments aimed at harnessing the power of these platforms for direct sales conversion. Amazon continues to dominate this space due to its expansive reach and robust advertising capabilities. However, emerging platforms are poised to challenge this supremacy by offering unique advantages of their own. As the digital marketing landscape continues to evolve, retail media’s role will undoubtedly become even more pivotal for both brands and agencies alike.


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