Ritson: retail media is cannibalizing brand budgets, not adding new dollars
AdExchanger reports that Mark Ritson argues at Adweek that marketers are wrongly raiding brand-building budgets to fund retail media, treating it as incremental when it is really just point-of-sale promo marketing rebranded.
Why it matters. Marketers who keep shifting brand budgets into retail media risk starving long-term brand equity to fund what is often just repackaged trade promotion.
Signal from adexchanger.com · read the original.
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