AMENIA, NY — The retail media landscape is rapidly expanding beyond its traditional focus on driving sales through onsite search and display advertising.
As retailers launch new media networks on a weekly basis, the space is becoming increasingly complex, says Christa Klausner, SVP of Media: Commerce at Digitas North America, in this video interview with Beet.TV’s Rob Williams.
“Historically, retail media has been known to help drive purchase, help drive sales, and it’s expanding much beyond that,” Klausner says. Retail media is now moving into offsite programmatic advertising, including video and display, as well as the in-store experience.
The term “retail media” is becoming a catch-all for not just retailers, but also emerging media networks in categories like finance, entertainment, and travel.
Klausner points to recent launches like Chase in finance and United Airlines’ connective media network in travel. “It’s a way for them to monetize the inventory that they …