Commerce media is no longer a nascent concept; it has become a well-established channel embraced by a majority of marketers, according to recent findings from an M+C Saatchi survey. The report highlights that while adoption rates are climbing steadily, many brands still encounter considerable hurdles in fully exploiting the potential of retail media networks.
Key Hurdles Marketers Face
The survey identifies strategic planning as a major challenge, with many marketers struggling to align commerce media initiatives with broader campaign goals. Measurement remains complicated due to fragmented data across multiple retail platforms, making it difficult to assess return on investment accurately. Content optimization and creation also present difficulties, particularly because retail media networks often require tailored and platform-specific creative assets. Budgetary constraints, operational inefficiencies, and compliance issues further complicate execution. Adding to the complexity is the growing involvement of off-site placements and non-endemic advertisers, which expand the ecosystem but increase coordination demands.
Tools and Expertise Needed
Marketers express strong interest in tools that provide advanced audience targeting capabilities and artificial intelligence-driven campaign optimization to improve performance across diverse retail environments. Agencies play an important role in supporting brands through this evolving landscape, especially non-endemic advertisers unfamiliar with retail media mechanics. These agencies offer strategic guidance and operational support to manage the intricacies of commerce media and help brands maximize their investments.
In summary, commerce media represents a significant growth opportunity, but capitalizing on it requires tackling considerable practical challenges. Progress in measurement technology, content support services, and deeper collaboration between brands, agencies, and retail networks will be essential to fully unlock the benefits of this expanding marketing channel.
