Retailers are no longer just a place to shop — they have become transformative media partners that brands can leverage to reach consumers at every step of their purchasing journey. With expanded media capabilities to drive awareness, retailers offer brands more ways than ever before to introduce themselves to consumers — often before they even start shopping. Retail media networks (RMNs) now include high-impact display, video, and offsite placements on CTV, YouTube, and programmatic channels to engage with audiences across multiple touchpoints. And retailers now help brands tap into the power of content; building credibility through partnerships with influencers and creators. Some have even launched their own platforms, like Amazon Live, to further integrate brands into the consumer experience.
Read more in MediaPost.