How to Integrate Retail Media into Omnichannel Strategy

Laura Badea describes Retail Media as a major opportunity for CPG brands because it connects ad exposure to shopper actions at SKU level. She explains that Retail Media can support the full funnel: household penetration, consideration, purchase, repeat buying, trade-up, and loyalty. The session stresses that KPIs must match the campaign goal, from reach and impressions for penetration, to competitor-buyer targeting for conversion, to repeat purchase rate, new-to-brand, ROAS, or average basket value for lower-funnel objectives.