EXPERT SPOTLIGHT: Emily Smith | Associate Director, Programmatic
Traditional Retail Media Focus
Retail media strategies have historically prioritized low funnel channels, particularly display advertising. These channels deliver immediate, measurable sales results and are optimized for ROAS. However, limiting focus to the lower funnel overlooks the substantial value that upper funnel channels—such as CTV and OLV—bring to brand growth and market penetration. These platforms excel at driving reach and brand awareness, yet advanced measurement capabilities now enable direct attribution of awareness-building efforts to retail performance.
Integrating Upper Funnel Channels
A full funnel approach is essential for brands seeking to maximize both recognition and sales impact. Strategic integration of upper funnel channels into campaign planning leverages storytelling and brand lift, while connecting these efforts to tangible retail outcomes. This methodology ensures that every stage of the consumer journey is addressed, from initial awareness to final conversion.
Synergistic Impact on Campaign Performance
Empirical evidence confirms that combining upper funnel channels with traditional display campaigns produces a synergistic effect. Case studies consistently demonstrate increased ROAS and incremental sales lift when CTV or OLV is integrated with display advertising. This approach bridges the gap between awareness and conversion, driving superior campaign performance and delivering measurable results.
Commitment to Continuous Testing
Continuous testing and validation of upper funnel channels within retail media are imperative. Brands that invest in ongoing experimentation and adopt new technologies remain ahead of evolving consumer behaviors and media trends. Full funnel strategies have repeatedly proven their ability to deliver meaningful media impact and sustained growth.
