Retail Media Is A Layer, Not A Channel: Krogers Jill Smith Beet.TV [Video]

Retail media is exploding, set to take up a fifth of all US ad spend in 2024, according to new Advertiser Perceptions research. But that doesn’t mean it is its own special new category.

“People think about sometimes retail media as this own separate channel,” says Jill Smith, VP of Sales at Kroger Precision Marketing, in this video interview with Beet.TV editorial director Lisa Granatstein. “But the reality is, when we think about Kroger’s owned and operated channels and sites, that could be a channel where we offer search and onsite display.”

However, when it comes to offsite placements powered by retail data, Smith believes this is where retail media should be considered a layer.

“That’s where we start to talk more around retail data versus retail media,” she says. “It all falls within the retail media landscape, but we’re starting to distinctly talk differently around owned and operated offerings, and …