ANA: Retail media networks – a forced marriage or perfect partnership?

Retail media networks (RMNs) are driving sales across multiple platforms, but some advertisers are slower to adopt than others. What reasons do these retailers have for utilizing or passing on retail media? How many are choosing to invest in the future?
  • Over the summer of 2022, the ANA surveyed 138 of its members, 80 of whom use RMNs. Members were asked to respond to 31 questions on the information needed on RMNs in the industry, as well as complete an online survey.
  • The ANA also conducted nine interviews with marketing leaders to gain further insights.
  • Seventy-four percent of advertisers surveyed were in CPG; other categories represented included Health and Beauty, Retail, Technology, Consumer Electronics, Services, and Other.
  • Eighty-five percent of brands surveyed “feel pressured by retailers to support RMNS.”
  • RMNs are seen by brands as an essential driver of growth as...

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