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Debunking misconceptions and unveiling a path to success. 

Crafting effective marketing campaigns has always been challenging, but the advent of retail media networks has added a new layer of complexity. With an overwhelming array of options, media buyers must meticulously analyze the strength and weaknesses of different platforms in order to ensure the best return on their advertising dollars – and the problem isn’t going away anytime soon. According to BCG Commerce Media RMNs are expected to grow by 25% annually over the next five years. 

As consumer habits and digital offerings continue to evolve, brands need to adapt and cater to the ever-changing demands of the industry. In order to stay competitive, here are four common myths about RMNs to help you be better prepared to maximize your ad buys. 

Myth #1: Retail Media Campaigns are Expensive and Drain Your Resources

Not all RMNs are created equal, and choosing the wrong one can result in an unnecessary waste of time and funds. While the actual price of an RMN partnership depends on a variety of factors, some industry experts have claimed they charge up to three times above the industry standard for access. 

It’s important to remember that high expenses should result in high expectations. To overcome the numerous budget limitations that CPG companies can face, it’s important to find an RMN that offers flexible and affordable solutions to brands of all sizes. But with the overall lack of transparency among RMNs, it’s often difficult for CPGs to fully know the value they’re getting. Whether your RMN is expensive or time-consuming ultimately comes down to how trustworthy your partner is. 

Myth #2: Retail Media Networks are Only for Larger Grocery Chains

Smaller retailers have gotten used to the David vs. Goliath narrative, but RMNs offer a unique opportunity to level the playing field. While it’s true that nearly every major chain offers its own RMN, it’s also true that Tier 1 retailers don’t have the market cornered. 

Take Amazon, for example. As expected, the retail giant has solidified itself as the leading overall RMN by market share and advertiser usage. However, 80% of brands that advertise with Amazon diversify their ad spending with additional retail media networks. In reality, by choosing the right partner, grocers of any size can leverage the power of RMNs, creating scalable solutions that grant access to a diverse audience and help expand brand exposure. 

Myth #3: Retail Media Networks Don’t Let You Set Your Own Campaigns

While offering significant advantages in terms of audience reach and targeted advertising opportunities, a common criticism of RMNs is that they often restrict CPGs involvement in their own campaigns. And there is definitely truth to this. The nature of RMNs and their integration into larger digital platforms, particularly with major chains, means strict formatting guidelines and being at the mercy of the retailer for access to data. 

However, there are plenty of RMNs that offer flexibility for brands to craft and execute their own campaigns. In doing so, CPGs are able to fully express their brand identity and get their exact messaging in front of customers. Not to mention gain access to invaluable data that provide accurate glimpses into campaign performance and setting brands up for success in the future. 

Myth #4: Retail Media Networks Have a Limited Reach

At first glance, RMNs feel prohibitive in scale. They’re often hosted on specific stores' websites and limited to an isolated audience from a single retailer. However, through strategic partnerships, RMNs are able to expand their audiences and gain access to shoppers from a variety of different retailers, creating a much wider range of exposure and increasing their chances for potential reach.

Programs like the Adsta Enablement Platform are doing exactly this by offering a user-friendly, white-labeled retail media platform that combines over 4,000 retailers together in a single network. Not only does this help level the playing field for independent retailers by providing a scale of impact on par with major chains, but it also simplifies the overall execution of the campaigns for smaller stores with limited resources.

The Bottom Line

While each of these myths isn’t technically true, it doesn’t mean they’re not unfounded. Each one has been experienced in a variety of ways by CPGs looking to establish their brand presence through RMNs. But this doesn’t have to be the case. 

The Adsta Platform cuts through these misconceptions by offering a one-of-a-kind media network that provides direct value and allows CPG brands to take control by crafting and executing their own campaigns. All with a level of reach that was previously thought impossible. 

Are you ready to join the future of retail media?