From Traditional to Targeted: The Evolution of Agency and Brand Spending

The in-store retail media landscape is transforming, prompting agencies and brands to rethink their marketing strategies. Traditional broad-reach advertising is being replaced by targeted, data-driven methods. In-store data offers insights into customer behavior, such as movement, dwell time, and responses to ads. This allows advertisers to optimize campaigns at the point of sale, shifting from blanket strategies to tailored solutions based on detailed analyses. Brands must adapt their structures to leverage in-store data and enhance ROI. Integrating online and offline data is essential for a seamless customer journey, requiring close collaboration and data sharing. Quick adaptation to customer behavior changes is a competitive edge. This shift marks a new era in marketing.

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