Why Omnichannel Is the Key to Unlocking Retail Media’s Full Potential

AdAdapted co-founder and CRO Molly McFarland was recently featured in MarTech Series, offering her take on how retail media continues to evolve, and why an omnichannel strategy is key to keeping up with today’s shopper behavior.

In her piece, “RMNs Aren’t Enough: How to Meet Shoppers Where They Are,” Molly acknowledges the immense value retail media networks (RMNs) bring to CPG advertisers, particularly when it comes to closed-loop measurement and proximity to the point of purchase. However, as the consumer journey becomes increasingly fragmented, she makes the case for broadening campaign strategies to reach shoppers earlier and more often.

“RMNs remain a vital part of the marketing mix,” Molly writes. “But for brands that want to maximize their retail media investments, it’s no longer a choice between RMNs and other channels. It’s about how these channels work together.”

She highlights opportunities for brands to complement RMN efforts by engaging shoppers during pre-shop planning, reducing friction across online and offline touchpoints, and simplifying the path to conversion. A recent AdAdapted campaign with GoPuff and General Mills illustrates how an omnichannel approach can lead to higher engagement and measurable sales impact.

Read the full article on MarTech Series to learn how brands can build more connected, consumer-centric retail media strategies.

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