Learn how Adsta offers media solutions with control, clarity, and real-time capabilities to optimize retail media strategies.

Amidst all of the conversations taking place about Retail Media Networks, there is one thing everyone can agree on—effectively using RMNs is complicated. In using RMNs, CPG brands often grapple with numerous challenges in implementing and optimizing their retail media strategies. 

From understanding the ever-evolving digital landscape to creating impactful advertising that resonates with the target audience. These challenges include deciphering vast amounts of consumer data, staying ahead of technological advancements, ensuring brand visibility in a saturated market, and allocating budgets efficiently for maximum ROI.

Below, we dive into some of the everyday challenges brands face when working with RMNs. 

Challenges in Retail Media

CPG companies have long thrived in traditional brick-and-mortar retail. Their business models and strategies have been finely tuned for success in these physical store environments, focusing mainly on scaling within a familiar territory that stayed largely the same. 

However, this strong alignment with brick-and-mortar retail has left many CPG brands needing more preparation for the rapidly expanding digital marketplace.

The shift towards online shopping, fueled by new and established competitors and an increasing consumer preference for online-only purchases, poses a significant challenge for CPGs. They find themselves at a crossroads, needing to pivot quickly to maintain relevancy and protect their market share in an increasingly digital world. 

Even the largest players in the CPG industry are feeling the pressure of this shift.

The core challenges for CPG marketing in this new landscape are multifaceted. Brands need to be aware of the evolving consumer behaviors and preferences and the competitive dynamics of online marketplaces and adapt their marketing strategies to engage consumers where they are increasingly making their purchasing decisions – online.

Understanding and Overcoming Retail Media Challenges

The retail media landscape presents several challenges for CPG brands, each requiring strategic attention and innovative solutions.

1. Limited Access and Control Over Campaigns:

One of the primary challenges CPG brands face is the need for more control over their retail media campaigns. Traditionally, brands have had limited influence over the structure and execution of their campaigns as retailers have created strict guidelines and structure, leading to a disconnect between their strategic vision and the actual implementation. 

2. Navigating Complex Data and Metrics:

Another significant challenge is the complexity of data and metrics involved in retail media. Brands are often inundated with various types of data, making it difficult to decipher meaningful insights. This complexity is compounded by the fact that 70% of marketers report struggling with data integration from multiple platforms, highlighting the need for streamlined and standardized data metrics in retail media.

3. Delayed and Inconsistent Campaign Reporting:

A critical pain point for CPG brands in retail media is the lag in campaign reporting. Many brands receive campaign results too late to make strategic changes, significantly reducing the campaign's effectiveness. This delay in reporting is a notable issue, with real-time data access cited as a key challenge in campaign optimization.

Each of these challenges underscores the need for retail media solutions that offer CPGs more control, clarity, and real-time capabilities. By addressing these issues, brands can optimize their retail media strategies, ensuring better alignment with their marketing objectives and higher ROI on their media investments.

How Adsta Addresses These Challenges

Adsta steps in as a solution to these multifaceted challenges. By giving brands full control over their campaigns, Adsta ensures they are no longer passive participants but active drivers of their retail media initiatives.

1. Empowering Brands with Control: Adsta's platform is designed to put brands in the driver's seat. This control allows for timely and strategic adjustments, ensuring campaigns align with the brand's objectives and market trends.

2. Streamlined and Standardized Reporting: Adsta uses industry-accepted metrics and provides real-time sales data, enabling brands to make informed decisions quickly. This approach eliminates the frustration of delayed reporting and inconsistent metrics.

3. Optimizing Media Spend: With real-time data and standardized reporting, Adsta allows brands to optimize their media spend dynamically, investing where they are most likely to see the best results. This flexibility is crucial in the ever-changing retail landscape.

To give CPGs a strategic edge, they must leverage insights derived from both RMNs and through traditional channels, championing and designing convincing, value-centric personalization strategies. Adapting these insights for targeted personalization is key to ensuring that ad spend leads to actual sales. 

Seek Retail Media Partners that put You in Control

For CPG brands navigating the complex world of retail media, the key to success is finding partners like Adsta that offer control, clarity, and real-time capabilities. This approach elevates the effectiveness of retail media campaigns and ensures that brands are equipped to meet the dynamic demands of the retail market, turning challenges into opportunities for growth and success.

To find out more about how Adsta can help your brand cut through the frustrations with RMNs, schedule a call today.