CANNES — The rise of retail media is causing a “free-for-all” in the media dollars marketers are deploying as they seek to drive sales performance, says Ji Young Kim, Chief Operating Officer of GroupM.
“As retail media matures, brands are looking everywhere,” Kim says in this video interview with Beet.TV. “There’s a lot of pressure between brand dollars. These are keywords like ‘non-endemic’ and use of data, retail data for brand.
”There’s a bit of a Hunger Games in the dollars happening right now.”
Any channel that has traditionally been harder to attribute is coming under pressure as marketers look to justify spending.
Kim says marketers should be running marketing mix modeling (MMM) studies on a monthly basis to determine which channels are truly moving the needle. “Whatever channels are not being measured is going to lose,” she warns.
GroupM is also starting to look more carefully at how paid …