Core Insights - Retail media networks (RMNs) are experiencing a slowdown in growth as sponsored search becomes saturated and consumer packaged goods (CPG) advertisers reevaluate their investment strategies [1] - To achieve revenue targets, RMN leaders must explore new media inventory types and innovative ways to monetize shopper relationships, potentially looking beyond traditional in-store methods [1][2] Group 1: Experiential Marketing Opportunities - Experiential marketing is a significant spending category, valued at over $128.3 billion globally, with a 10.5% increase from the previous year [3] - Retailers have a unique advantage in experiential marketing, as they can target specific shoppers and measure the direct impact on in-store sales, unlike traditional sponsorships that focus on brand awareness [4] - New retail data capabilities allow RMNs to target specific shoppers more effectively, bridging the gap between experiential marketing budgets and retail media investments [5][9] Group 2: Targeting and Measurement Innovations - RMNs can now apply precise targeting to reach shoppers during relevant moments outside the store, akin to off-site digital media strategies [6] - Hyper-contextual targeting enables RMNs to connect with specific consumer segments in trusted environments, enhancing the likelihood of product trials [7][8] - Measurement capabilities are evolving, allowing RMNs to demonstrate the return on investment (ROI) of experiential campaigns by linking them to actual sales data [12][14] Group 3: Case Studies and Practical Applications - Dollar General's partnership with Recess exemplifies the effective use of targeted brand experiences, reaching over 90 million shoppers in their communities [10] - The collaboration allows for authentic product trials in natural settings, driving measurable in-store sales from out-of-store activations [11][12] - A case study of an OTC brand illustrates the effectiveness of multi-channel programs, achieving a $7.28 incremental return on advertising spend (iROAS) and a 5.8% sales lift over 26 weeks [15] Group 4: Strategic Implications for RMNs - With enhanced targeting and measurement capabilities, RMNs can access previously unreachable brand budgets, transforming experiential marketing from a cost center to a revenue driver [16] - As CPG brands face increased scrutiny over advertising expenditures, RMNs that integrate retail media with experiential marketing become essential growth partners, offering comprehensive solutions from brand discovery to sales [17]