Where’s the money? For Movado, retail media dollars are coming primarily from social, where the company has seen a decline over the past few years. As social media analytics become less clear, retail media’s rich data availability is becoming increasingly attractive.
This offer won’t last. Platforms leveraging CTV and retail media data are here to stay, but it will probably get more expensive. “More brands will participate. Costs will go up. And then we’ll have to optimize,” said Behzad Soltani, president commercial and CTO of Movado Group.
But as consumer data becomes more obscure due to iOS changes, cookie deprecation, and potential regulations, brands should take advantage of retail media. “I think the most important thing right now is, as advertisers and as brands, we need to prepare. We can’t wait,” Soltani said.
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