Retail media networks have surged in prominence as a powerful tool for advertisers—but their reputation remains largely tethered to the lower funnel. Too often, retail media is pigeonholed as a purely performance-driven channel, with its primary use considered to be advertising products for sale on a retailer’s site, to audiences who are close to the point of conversion. It’s not just anecdotal: A survey from Statista found that 71% of U.S. marketers used incremental sales results to gauge their retail marketing efforts, while only 18% prioritized brand awareness as a KPI.
These figures reflect a larger industry mindset: that retail media is for demand, not brand. But it’s time to challenge that notion. In this panel hosted by Infillion, a lineup of RMN experts will explore how retail media can serve as a full-funnel ecosystem, offering brand-building opportunities alongside direct-response tactics. From interactive video to eye-catching onsite digital out-of-home, the opportunities for brand KPIs on retail media networks are fruitful and only growing in potential. Join us as we unpack the myth, showcase strategies for leveraging retail media across the funnel, and hear from industry leaders who are turning these networks into engines of long-term brand equity.
