Retail Media Is An Afterthought For Most CPG Brands. That's Why Good Peeps Exists.

"Online retailers this holiday season are trying to monetize in new ways, but the companies behind the products they sell need to pull their weight too. Many of them are still figuring out exactly how to do that. It's the game of retail media, the emerging sector in the CPG industry which didn't exist a number of years ago, and is evolving by the week."

""If you have the ambition of being a large household brand and you're selling in these retailers but not advertising on their dot-com equivalents or Instacart, you're leaving money on the table," Kiva Dickinson, founder and managing partner at Selva Ventures, tells me. "Retail media democratizes the shelf," says Shray Joshi, founder and CEO of , a leading retail media agency. "In the store, it's hard to push old school brands from having many placements. But online, our brands become number one or two versus number 75 in the category.""

"Retailers base vendor performance comprehensively, both in-person and online. Retail doesn't just mean brick-and-mortar retail any longer; it also includes ecommerce-retail media. "Brands now get anywhere from 15 to 35% of revenue from these retailer dot-coms," Joshi says. "We're unlocking a huge chunk of velocity that they weren't getting before." Retail media consists of a retailer's online or app-based marketplaces, for example, Walmart.com, or . Third-party sites where consumers can purchase groceries, including DoorDash, Instacart, Thrive Market and GoPuff are the emerging sector of the retail media businesses."

Retailers and ecommerce marketplaces are monetizing through retail media, requiring brands to advertise on retailer dot-coms and third-party grocery platforms to capture incremental sales. Many consumer packaged goods teams lack bandwidth and expertise to master multiple retailer ad platforms and algorithms. Retail media can dramatically boost visibility, moving brands from low category placements to top positions online and delivering 15–35% of revenue for some brands. Third-party delivery and grocery marketplaces such as DoorDash, Instacart, Thrive Market and GoPuff represent growing channels that brands must consider alongside retailer sites like Walmart.com.

Read at Forbes