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Key Takeaways Point of Purchase is not merely the endpoint of the funnel, but has now become the critical touchpoint for generating brand demand.
While retail media is limited to retail and consumer packaged goods ecosystems, it is actually part of a bigger trend: commerce media.
Commerce media models give advertisers cross-merchant intelligence and deep consumer intent signals across everyday life experiences — from booking a flight to paying a bill.
To target intent-driven customers, leaders in enterprises will have to go beyond simple media buys and align their digital shelf, search and commerce media spending in retail, finance and travel ecosystems.
Beyond all the jargon, digital advertising is now at a watershed moment: The transactional end of the marketing funnel isn’t simply the endgame; it’s the critical touchpoint where demand is generated, gathered and fulfilled.
For quite some time now, digital marketing has relied upon a well-known separation of responsibilities. Brand awareness has been handled by social media and digital video, search engines facilitated discovery, and trade promotions have been conducted in brick-and-mortar stores. Not anymore.
If you are a corporate executive, brand marketer, or investor operating in the current media environment, grasping this transition will be essential for grasping two inter-related ideas: retail media and commerce media.
Comprehension of retail media from a PoP perspective
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