This post was created in partnership with SMG
As retail media networks evolve, brands are finding new ways to connect with consumers, creating new opportunities and challenges.
During ADWEEK House Advertising HQ, a trio of commerce connection sessions co-hosted with SMG explored the changing landscape, from measuring in-store media effectiveness to reaching grocery shoppers and unlocking the potential of travel media networks.
Building on the in-store experience
In the first panel, “Choose Your Player: The Battle for In-Store Leadership,” Ollie Shayer, senior director of global strategy and innovation at SMG, moderated a conversation with Collin Colburn, VP of commerce and retail media at IAB, Chip Harding, EVP of simon media and experiences at Simon Property Group, Austin Leonard, VP and general manager of DG Media Network, and Britt Polihronis, COO of RedMedia at Hy-Vee, Inc. The panelists explored strategies for growing in-store commerce media, with measurement a key priority.
The metrics that matter vary by setting. In malls, foot traffic and sales are useful signals, while in grocery stores, shoppers’ immediate responses—including whether they pick up a product—provide insight. Across both environments, advertisers want evidence of incremental sales to justify their investment.
But measurement is only part of the equation. The panelists also emphasized the importance of creating enjoyable shopping experiences, discussing ways to attract the right shoppers, curate brand offerings, and encourage discovery and product trials.
