As U.S. growth slows and macroeconomic headwinds get harder to weather, brands like Procter & Gamble and Diageo are placing larger bets on retail media.
And where the big spenders go, other advertisers are likely to follow, even as it’s unclear whether retail media actually leads to incremental growth.
‘New media reality’
P&G is navigating a fragmented “new media reality,” and is banking on new retail media ambitions and plans to prioritize data and AI to address it, said Shailesh Jejurikar, P&G’s president and CEO, on the company’s latest earnings call. That fragmentation, thanks to emerging platforms and technologies, has made building a consistent brand narrative harder to do across online video, social media, e-commerce sites and in-store, he said.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
Deixe um comentário