Retail Media Networks: Making Sense of a Complex & Crowded Marketplace presented by Walmart Connect | 1-Day Conferences | ANA

Retail Media Networks: Making Sense of a Complex & Crowded Marketplace presented by Walmart Connect

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Retail Media Networks have taken the marketing industry by storm over the past several years, with some $52B expected to be spent on the digital platforms this year alone. One estimate puts the number of RMNs to have already reached 150 globally this year, and total spend is expected to nearly double to $100B by 2027. But all this expansion comes with so many questions for marketers: which platforms to choose; how to measure across platforms and manage the complexity; where to source funds; how and where to integrate into existing marketing plans; even simply whether and when to use RMNs!  Come hear the latest cases and best practices from some of the most savvy marketers well ahead of the curve on retail media networks as they share their experience and success stories.


Agenda

TIME EVENT DETAILS LOCATION
Thursday, February 22, 2024
11:00am
- 11:02am

WELCOME REMARKS

John Paquin
Senior Director, Brand & Media ANA
11:02am
- 11:37am

HOW RETAIL MEDIA IS INFLUENCING CMO STRATEGIES

After several years of riding retail media’s rapid evolution, how are CMOs adapting and taking advantage of retail media’s maturing full-funnel capabilities? Gary Osifchin (Chief Marketing Officer and General Manager of U.S. Hygiene, Reckitt), in conversation with Lara Barmish (Group Director of Consumables, Walmart Connect), will share his journey – from redesigning his media organization to become a full-funnel team driving connected planning to creating a culture of learning. Learn how Reckitt and Walmart Connect are partnering across the funnel to reach customers with the right investments at the right places at the right time, including newer CTV ad experiences. 

Lara Barmish
Group Director, Consumables Walmart Connect
Gary Osifchin
Chief Marketing Officer and GM, Hygiene US Reckitt
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11:37am
- 12:04pm

ANA’S SECOND ANNUAL MEMBER SURVEY ON RETAIL MEDIA NETWORKS: KEY FINDINGS AND TAKE-AWAYS

Love them or just live with them, there is no debate that retail media networks (RMNs) have had a spectacular rise to prominence. In a relatively short period of time, they have established themselves as the must-have marketing platform for retailers and the must-buy media platform for brands. To stay ahead of this trend, the ANA fielded an initial survey of its members on the topic in 2022 to gauge usage, attitudes and intentions, resulting in one of the ANA’s most down-loaded reports ever. With Round Two nearing completion, John Paquin will provide an overview of some surprising, and perhaps not-so-surprising trends in this important area.

John Paquin
Senior Director, Brand & Media ANA
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12:04pm
- 12:31pm

EVALUATING RETAIL MEDIA NETWORKS TO BUILD A CONNECTED COMMERCE PLAN

If it feels like you’re reading about a new retail media network every month, you’re not alone. We’ve seen tremendous growth in this space this past year, but why? Join us to dig into the factors around the significant scale and growth and why not all networks are the same. We’ll walk you through the key differentiators and how we’ve developed a tool to help you evaluate each. Plus, you’ll learn the core principles to planning and building a connected commerce plan that involves retail media.

Andy Howard
Senior Commerce Media Director MARS Agency
Katy Jordan
Senior Commerce Media Director MARS Agency
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12:31pm
- 12:56pm

WHERE TO INVEST: AN OVERVIEW OF PEPSICO'S RIGOROUS APPROACH TO EVALUATING RMNS

PepsiCo recognizes that retail media can be a hardworking part of the overall media mix, and as the proliferation of RMNs are on the rise, the company has developed a strategic and methodical way to evaluate investment based on specific capabilities. Hear as Ally Schnitzer, Retail Media Lead at Pepsico shares their approach to evaluating RMNs and integrating these platforms in to their marketing plans.

Ally Schnitzer
Retail Media Manager PEPSICO
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12:56pm
- 1:30pm

THE RMN ERA: RE-INTRODUCING WELCH’S IN THE TIME OF RMNs

RMNs are taking over the modern media plan, but when a brand needs to modernize itself first, how do you prioritize between RMNs vs. equity-driving tactics? Hear how Welch's is navigating the RMN landscape while also driving relevance through a brand refresh.

Pattie Reid
Head of Media Welch’s
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1:30pm
- 2:06pm

HOW GENERAL MILLS LEVERAGES RETAIL MEDIA AND FIRST PARTY DATA TO DRIVE GROWTH

Navigating the complexities of retail media networks requires a strategic and adaptive approach from brands.  Hear General Mills discuss their perspective on RMNs within the larger media ecosystem, challenges and paradoxes faced. Lisa Roebuck, Director of Global Media will share insights on where the highest potential RMNs lie and how brands can meet their strategic goals and drive meaningful engagement with consumers in today’s dynamic landscape.

Lisa Roebuck
Director, Global Media General Mills
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2:06pm
- 2:11pm

CLOSING REMARKS

John Paquin
Senior Director, Brand & Media ANA