This post was created in partnership with SMG
As retail media networks evolve, brands are finding new ways to connect with consumers, creating new opportunities and challenges.
During ADWEEK House Advertising HQ, a trio of commerce connection sessions co-hosted with SMG explored the changing landscape, from measuring in-store media effectiveness to reaching grocery shoppers and unlocking the potential of travel media networks.
Building on the in-store experience
In the first panel, “Choose Your Player: The Battle for In-Store Leadership,” Ollie Shayer, senior director of global strategy and innovation at SMG, moderated a conversation with Collin Colburn, VP of commerce and retail media at IAB, Chip Harding, EVP of simon media and experiences at Simon Property Group, Austin Leonard, VP and general manager of DG Media Network, and Britt Polihronis, COO of RedMedia at Hy-Vee, Inc. The panelists explored strategies for growing in-store commerce media, with measurement a key priority.
The metrics that matter vary by setting. In malls, foot traffic and sales are useful signals, while in grocery stores, shoppers’ immediate responses—including whether they pick up a product—provide insight. Across both environments, advertisers want evidence of incremental sales to justify their investment.
But measurement is only part of the equation. The panelists also emphasized the importance of creating enjoyable shopping experiences, discussing ways to attract the right shoppers, curate brand offerings, and encourage discovery and product trials.
The unique challenges of marketing to grocery shoppers
In a fireside chat, titled “From Story to Store: Creating Connected Campaigns Across Every Touchpoint,” Zoë Ruderman, chief content officer at ADWEEK, sat down with Liz Roche, VP of media and measurement at Albertsons Media Collective, to discuss how to reach shoppers throughout their routines.
Because grocery shopping is a constant part of people’s lives, campaigns must be able to meet consumers at each point of the journey, not just in-store. Connected TV (CTV) campaigns and promotions, for example, can reach shoppers before they arrive.
Roche also challenged the reliability of metrics like ROAS and iROAS in media networks because of how the data shifts depending on the methodology. Rather than relying on a single metric, she advocated for critical thinking and a broader view of performance that considers multiple data points, including what is happening to a category or brand in-store.
The future of travel media networks
The final panel, “Media on the Move: How Brands Are Winning Across the Travel Journey,” moderated by Sean Crawford, managing director, North America, at SMG, examined the opportunities presented by travelers. Panelists Katie Blackburn, VP of commercial strategy and operations at WHSmith North America, Shane Dwyer, VP of advertiser solutions at Lyft Ads, Chris Norton, SVP of marketing capabilities at Marriott Media, and Steven Paganelli, VP of media and partnerships at Tripadvisor, discussed travelers’ appeal to advertisers.
Travelers can be attractive audiences because of their purchasing power, educational backgrounds, and above-average interest in categories such as retail, alcoholic beverages, and home improvement. The positive emotions often associated with travel can also make consumers more receptive to brand messaging.
Reaching these audiences, however, requires a measurement approach tailored to the travel experience. While conversion and brand lift remain relevant, the panelists emphasized understanding the broader journey, including its highs and lows and the different products and services consumers need at each stage.
