According to a new poll conducted by digital marketing platform LiveIntent, 73% of marketers want to increase their investment in retail media networks (RMNs) over the next 12 months.

Furthermore, 43% of the 200 marketers polled stated they had already invested in RMNs and found their ads to be successful.

Customers who use a retailer’s app or join a loyalty program leave a comprehensive, measurable digital trail. As a result, RMNs provide an unequaled source of first-party data.

Close relationships. As retailers expand their RMNs, they should prioritize certain channels that brands want, many of which are logged-in channels.

According to the poll, 61% of advertisers prefer inventory that requires a customer to log in. Email newsletters and other promotional emails, video streaming services, and social media are all examples of this.

Here’s a rundown of the top channels that marketers want to see more of:

Video (64%)
(57%) Connected TV/streaming services
Off-site (56%) media
Newsletters, promotions, and receipts through email (54%).

Marketers are more inclined to experiment with retailer channels when they are available. Marketers perceive two major hurdles to further RMN expansion.

To begin, 52% of marketers reported that RMNs face a lack of awareness among brands and retailers.

Furthermore, 44% of advertisers mentioned problems in gauging campaign effectiveness. One major reason for this is that each RMN uses different measurement methods, making meaningful comparisons hard for advertisers.

How difficult is it to educate marketers and persuade them to adopt? RMNs look to be gaining traction.

According to the poll, 60% of marketers have a general awareness of RMNs, while 40% have a deep comprehension.

In terms of how marketers perceive the RMN space, 84% expect increasing RMN use in the next 12 months.

If marketers believe their competitors are likely to use RMNs, they may feel compelled to do so as well.

The effectiveness of RMN. However, marketers’ fear of missing out isn’t the only reason for RMN adoption. The majority (54%) reported “significant improvement” in sales or consumer engagement as a result of their RMN initiatives.

RMNs are believed to be more effective than other forms of digital marketing by 63% of marketers.


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