Retail media plays a crucial role across the consumer journey, making it an essential touchpoint for brands to drive both awareness and conversion. In the era of Retail Media 2.0, the focus has shifted from a narrow emphasis on search-driven e-commerce to a more holistic, full-funnel approach that leverages the wealth of first-party shopping and streaming signals to power impactful advertising solutions.

Key insights from a consumer study and advertiser study

Role of Retail media channels in consumer journey

• 45% respondents said that they experiment with their brands, or are willing to consider newer brands
• 61% respondents believe Retail media touchpoints like Amazon have influence on their final purchase decision
• 79% said that they discovered products through Retail Media while shopping online
• 45% respondents say that they discovered products through Retail Media during their exploration journey for offline purchases

Marketer/agency outlook on Retail Media in India

• 82% of media professionals currently use Retail Media solutions with Retail Media has ~11-20% avg. share in media plans of respondents
• 1st party insights and signals are key advantages cited along with upper-mid funnel opportunities
• 35% have started using Retail Media across the three stages of the funnel (upper, mid, lower)
• 70% respondents will increase their spends on Retail Media next year

This playbook aims at understanding the various facets of the impact of retail media through consumer trends, marketer research and then shares recommendations on how to integrate retail media into your overall media strategy.