How retailers and wholesalers can leverage retail media networks to drive growth, maximize ROI, and stay ahead in 2025.

Retail media networks (RMNs) are no longer a niche advertising channel. They are a core part of a modern CPG marketing strategy. With retailers holding valuable first-party data, CPGs now have unprecedented opportunities to reach high-intent shoppers at the point of purchase.

But growth in retail media isn’t guaranteed. While major retailers continue to expand their networks, regional retailers must be strategic about where and how they invest to maximize impact. 

The challenge lies in execution. Scaling campaigns effectively, integrating data across channels, and ensuring that RMN investments deliver measurable returns.

So, what does it take to build and execute a high-growth retail media strategy in today’s market?

Prioritize Full-Funnel Execution

Most companies investing in retail media start with the basics like sponsored product ads and simple placements. But without a full-funnel strategy, they struggle to turn visibility into real sales. Those that win are the ones that connect awareness with conversion, ensuring their message reaches shoppers at every stage of the buying journey.

A high-impact retail media strategy integrates multiple digital touchpoints, from banner ads on retailer websites to personalized loyalty offers, social media retargeting, and in-store digital displays. Each of these channels reinforces the next, creating a seamless experience that moves shoppers from discovery to purchase.

By taking an omnichannel approach, grocers and their CPG advertisers don’t just show up—they stay top-of-mind. 

The result?

Higher engagement, stronger brand loyalty, and more conversions where it matters most.

Focus on Incremental Growth, Not Just Ad Spend

Too many retailers and wholesalers fall into the trap of treating retail media like a checkbox. They allocate resources without a clear goal beyond visibility. But real success comes from driving incremental sales, gaining new customers, increasing purchase frequency, and expanding basket size.

Instead of just looking at impressions or clicks, retailers and wholesalers should prioritize media strategies that bring in first-time buyers, increase repeat purchases, and encourage cross-category shopping.

With the right audience targeting, offer personalization, and performance tracking, retail media transforms from a transactional ad sale into a growth engine for both retailers and their brand partners.

Strengthen Collaboration Between CPGs and Retailers

Retail media works best when wholesalers and retailers align on shared goals. But too often, these groups lack visibility into what’s working, what’s not, and how to optimize their campaigns for better results.

Retailers hold critical first-party data that can improve targeting, personalization, and performance measurement. By working closely with retail partners, CPGs can refine placements, optimize promotions, and ensure campaign dollars are driving real business impact.  The key is open communication, transparent reporting, and a commitment to testing and learning. 

When they operate as partners, both sides win by gaining a stronger revenue stream, and a more effective way to drive sales. 

How CPGs Can Drive Growth and Maximize ROI

Retail media is a $100 billion opportunity, but only for wholesalers and retailers that act on the right strategy. That’s why we’re bringing together top industry leaders at the NGA Show to discuss how CPGs and retailers can optimize their retail media investments for long-term growth.

If you’re looking to optimize your retail media strategy, don’t miss this conversation.

MONDAY February 24, 2025
9:00 AM - 9:45 AM

During this panel, Adsta Co-founder Shawn Tuckett will be joined by leaders from top brands and wholesalers to share insights on:

• Building and scaling retail media networks – how to drive long-term growth.
• Optimizing campaign execution – strategies for better performance and ROI.
• Data-driven decision-making – leveraging insights to refine targeting and messaging.
• Retailer-CPG collaboration – how to strengthen partnerships for mutual success.

If you’re serious about winning in retail media, you need to be in the room for this discussion. Join us at NGA or reach out to learn how Adsta can help you maximize your retail media investments.

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