What’s In Store for Retail Media Networks industry leaders explored how Connected TV (CTV) is reshaping the future of retail media. Ben Reynolds (Walkbase), Lindsay Pullins (Roku), and Jay Rajdev (ITV) discussed the intersection of CTV and retail data, the need for collaboration, and the opportunities ahead for retailers, advertisers, and media platforms.

The Role of CTV in the Retail Media Ecosystem

Retailers and brands are looking beyond traditional digital ad placements to create more meaningful customer connections. CTV presents a unique opportunity, acting as both an awareness driver and a performance marketing tool. As Pullins noted, Roku’s dominance as the leading TV operating system in the US, Canada, and Mexico allows advertisers to tap into valuable data insights while offering consumers a seamless viewing experience.

Rajdev shared how ITV, the UK’s largest commercial broadcaster, is working with retailers like Tesco and Boots to create data-driven ad solutions. With over 200 campaigns executed and 70+ measurement studies completed, ITV is demonstrating how retailer data can be leveraged for precise audience targeting on the big screen.

Overcoming Fragmentation with Innovation

While CTV provides an engaging format, brands and retailers still face challenges in navigating media fragmentation. Audiences are spread across platforms like TikTok, YouTube, and social media, making it essential to unify marketing strategies across channels.

For ITV, this means integrating retailer data into its self-service programmatic platform, PlanetV. Rajdev highlighted how ITV is automating audience segmentation to streamline ad targeting for retail brands, taking cues from the ease of use found in platforms like Meta Ads Manager and DV360.

Pullins echoed this sentiment, pointing to Roku’s ability to collapse the marketing funnel by combining brand awareness with measurable retail outcomes. By integrating retail media data with CTV campaigns, advertisers can move beyond Return on Ad Spend (ROAS) to track incrementality and long-term impact.

The Future of Retail Media: Personalization, Automation, and Shoppability

As retail media matures, the next frontier is making advertising more actionable. Both Roku and ITV are investing in solutions that reduce friction between awareness and conversion.

• Shoppable TV: Roku’s partnership with Walmart Connect allows users to purchase products directly from their TV screen in just three clicks, creating a seamless shopping experience.
• Lead Generation on CTV: ITV is launching a new ad format that enables viewers to express interest in a product or service via their remote, providing valuable first-party data for advertisers.
• Automation & AI: ITV is working to automate the integration of retailer audience segments into its ad-buying platform, making it easier for CPG brands to reach relevant shoppers at scale.

The Key Takeaway: Collaboration is Critical

Both speakers stressed that successful retail media partnerships require cross-functional collaboration. From aligning efforts on data privacy policies to co-developing business roadmaps, retailers and media companies must work together to unlock the full potential of CTV advertising.

As Reynolds summed up, “We’re moving beyond silos to build highly targeted, data-driven media strategies that work for both brands and retailers.”

With the continued growth of CTV and the increasing sophistication of retail media networks, 2025 is shaping up to be a pivotal year for advertisers looking to close the loop between brand awareness and measurable sales impact.

You can see the discussion here.

What’s Next?

 

Retail media has dominated discussions in the industry, but at the What’s In Store For Retail Media Networks event during NRF 2025, a panel of experts provided a fresh perspective — how retail media is structured, measured and optimized within brands themselves. Featuring leaders from Danone, Mondelez, and Bayer, the session explored the evolving role of retail media and its impact on brand awareness, omnichannel strategies and organizational collaboration.

The Organizational Puzzle: Where Does Retail Media Fit?

Retail media may be positioned as a massive opportunity for brands, but how companies structure their teams around it varies. As Chelsey Alexander, VP of Emerging Digital Platforms at Bayer, explained, the approach depends on a brand’s stage in its retail media journey. Early adopters might treat retail media as a trade execution function, while more mature organizations centralize budgets and strategies to maximize efficiency.

Rachel Lawson, former Marketing Director at Mondelez, highlighted the shift towards omnichannel marketing. Mondelez merged its digital and shopper marketing teams to create a unified approach, ensuring alignment across brand, e-commerce and in-store media efforts.

Mike Sallette, VP of Media Licensing and Sponsorship at Danone, reinforced this point, explaining that Danone’s retail media strategy spans shopper marketing, e-commerce and brand media teams, each controlling different budgets and tactics. The result? Stronger integration, higher ROI and a seamless consumer experience across channels.

Agility and Collaboration: The Key to Retail Media Success

One of the standout examples of agile collaboration came from Danone’s response to an FDA announcement linking regular yogurt consumption to a reduced risk of type 2 diabetes. Within days, the company updated digital shelves, syndicated UPCs and launched targeted retail media campaigns to capitalize on the surge in consumer interest. The result? A third of buyers influenced by the campaign were new to the brand, with a significant portion also being new category buyers — a testament to the power of retail media when executed with speed and precision.

For Mondelez, in-store retail media proved invaluable in driving brand awareness and purchase intent. A campaign for BelVita breakfast biscuits leveraged digital screens, shelf talkers and point-of-sale QR codes linking coffee purchases with BelVita discounts. Despite varying levels of consumer engagement, the brand saw coupon redemptions three times higher than forecasted, demonstrating the effectiveness of blending physical and digital touchpoints.

What Retailers Get Right … and Where They Can Improve

The panelists praised retailers’ deep understanding of their shoppers and their ability to engage consumers effectively through retail media. However, they also highlighted key challenges. One recurring theme? The assumption that brands have unlimited budgets to funnel into retail media.

Rachel Lawson pointed out that brands often shift budgets between brand marketing, trade and retail media — meaning new investments aren’t always additive. Mike Sallette added that some retailer-managed media buys create overlap with existing brand campaigns, leading to inefficiencies and wasted ad spend. Greater transparency and collaboration between brands and retailers could help solve these challenges.

The Future of Retail Media: More Than Just Lower Funnel Metrics

One of the most debated topics was whether retail media is a true brand awareness vehicle. Historically seen as a lower-funnel conversion tool, the panelists argued that retail media can — and should — play a broader role in the marketing mix.

At Danone, upper-funnel investments through retail media networks have driven strong incremental brand growth. However, Sallette noted that measuring success requires looking beyond traditional return on ad spend (ROAS) metrics. When reaching new consumers, lower ROAS may indicate higher long-term brand growth, rather than an inefficiency.

Lawson echoed this sentiment, stating that retail media can function as a full-funnel strategy, especially when in-store activations create awareness and drive purchase decisions in real time.

Final Thoughts: It’s a Team Effort

Retail media is evolving rapidly, and brands are continuously adapting to make the most of these opportunities. The key takeaways from the NRF panel? Brands need agile, cross-functional teams to execute effective retail media strategies, while retailers must improve transparency and collaboration to ensure mutual success. As retail media continues to mature, its role will extend beyond conversion tactics — becoming a vital tool for both brand awareness and long-term growth.

Watch the discussion here. 

What’s Next?

Retail media networks (RMNs) are rapidly becoming the go-to platform for advertisers looking to reach mass audiences in an increasingly fragmented media landscape. At STRATACACHE’s What’s In Store for Retail Media Networks event, Mark Boidman, Head of Global Media at Solomon Partners, delivered an insightful presentation on how shifting consumer behaviors, technological advances and investment trends are propelling RMNs into the spotlight.

The Challenge: Fragmentation Across Media Channels

Traditional media companies, once the gatekeepers of mass audience reach, are facing immense challenges. The rise of streaming platforms has made it difficult to engage broad demographics through linear television. Even within streaming, consumer fatigue is setting in, with households capping their subscriptions at five or six services. As streaming services struggle with the churn of subscriber turnover and varying profitability, advertisers are looking elsewhere for stable and measurable engagement.

At the same time, media companies are losing ground to tech giants with vast financial resources. These companies are aggressively entering the content space, particularly in sports broadcasting, which has long been the glue holding legacy television networks together. As sports content migrates to digital platforms, traditional TV’s relevance continues to wane.

The Solution: Retail Media and the Power of Commerce Media

Amidst this shifting landscape, retail media and commerce media are emerging as powerful alternatives. Unlike traditional television ads, RMNs provide brands with a way to reach consumers in an environment where purchases are already top-of-mind.

A prime example is Walmart, where advertising now accounts for one-third of its operating income. Boidman noted that retailers are increasingly recognizing the value of selling audience data and advertising space rather than relying solely on product sales. With digital signage and in-store advertising, brands can engage shoppers at the point of purchase, creating a direct link between ad exposure and consumer action.

The Investment Perspective: A Billion-Dollar Opportunity

Investment in RMNs is accelerating, with private equity firms and major retailers funnelling billions of dollars into the space. By 2028, in-store retail media spending alone is expected to surpass $1 billion in the U.S. market, making it a significant slice of the broader $8 billion out-of-home media category.

Agencies and advertisers are taking notice, incorporating RMNs into their media plans as a standard line item. The appeal lies in the ability to track consumer engagement more accurately than in traditional channels. Measurement capabilities, including audience tracking, AI-driven insights, and attribution models, are rapidly improving — further reinforcing the value proposition of in-store media.

The Future: Smart Sensors, AI, and the Evolution of In-Store Advertising

To stay competitive, retailers and advertisers must invest in technologies that enhance the in-store experience. Smart sensors and AI-powered analytics will be essential for creating a seamless, measurable and personalized shopping experience. Boidman emphasised that the future of retail media isn’t just about digitizing stores but about levelling the playing field with online platforms.

Younger generations are accustomed to sharing, comparing, and engaging with digital content in real-time. To capture their attention in physical retail spaces, brands need to create interactive and shareable experiences — bridging the gap between online engagement and offline purchasing.

A Safe Bet in an Uncertain Media Landscape

Unlike legacy media formats such as radio and television, RMNs and out-of-home media are poised for longevity. As investment dollars shift and media consumption habits evolve, one thing remains clear: retail media networks are not just a passing trend — they are the future of advertising.

For businesses looking to navigate this new era, the message from NRF 2025 is clear: Those who embrace in-store media and commerce-driven advertising today will be the leaders of tomorrow.

Watch the full presentation here.

What’s Next?