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On today's podcast episode, we discuss how retail media is meeting the demand for full funnel campaigns, what folks are building to help with measurement, and how in-store audio can upgrade the experience. "In Other News," we talk about whether there is enough money to go around in retail media and why performance marketers are shifting their priorities to brand building. Tune in to the discussion with our analyst Sarah Marzano and Ryan Mayward, SVP of retail sales at Walmart Connect.

I'm pretty sure they're both available in Walmart and Target. I just walked past a bodega full of Prime energy in the window. If Gen Z is discovering CPG products online, why is it so important for these creator brands to be in grocery stores? Carina Perkins:. Well, I think one aspect is that some of the younger Gen Z are not doing the grocery shopping in their households.

I think, by leaning into new, by leaning into low price, Target might sway some customers from Walmart or other places that they might not have before. Sara Lebow:. Sure. Okay. Number one, Walmart, which just announced that it is buying TV manufacturer, Vizio, boosting its retail media portfolio. Arielle, thoughts on this one? Arielle Feger:. Yeah, this is a huge retail media play.

Walmart is up seven points actually to 39. So that's closing in on search engines. So it goes Amazon, search engines, Walmart, and then you start to get to the social platforms. And YouTube is in fourth place overall behind Amazon, search engines, and Walmart, but it is the number one social platform for searching for things.

So my prediction is that we will eventually see something along the lines of maybe a little bit of an upfront marketplace for retail media ads because we'll see suppliers pushing retailers toward offering contractually guaranteed pricing on certain ads, and they'll commit these, quote-unquote, ad dollars as part of their existing joint business planning.

And that's to the benefits of Walmart. Walmart share will tick up from about 7% of the market today to close to 10% of retail media by 2025. Stephanie Taglianetti:. Ah, I thought you asked what share will it have in 2053, that's why. Marcus Johnson:. Likely story. Okay. Let's move to the third and final question. But Sky is jumped out with 10 points in the lead.

I was just wondering if that program would come to the U.S. via Space NK partnership with Walmart, 'cause they launched a partnership last year to bring Space NK to Walmart, both online and in stores. I mean, that's another part of the big surge in beauty sales that we're seeing in the U.S..

Whereas all the newer brands, and now we're focusing on the digitally native brands, had the opportunity to learn from what some of these more legacy brands were doing wrong and try and figure it out and make it easier, and could use some of these platforms like Shopify or even marketplaces to try and...

There's going to come a point where that switching, that resistance to switch to a different marketplace is going to go away and the experience is going to matter. Blake Droesch:. I agree. I think it's just the quality of the marketplace as well.

And now, they're just employing direct to consumer as a strategy as well as being in stores versus a multi-branded store or online retailer marketplace like Amazon that always started like that. The reason some of these brands have been so successful is because they've carved out a niche that people have come to expect.

So, there are opportunities for the major retailers, the ones like Walmart and Target that put out their annual hot toy list to participate in this. But I think at the same time we'll see more opportunities for viral growth of toys. Last year, for example, Squishmallows was a good example, really took off on TikTok and it really took off among older kids and teens and adults.

Well, you can ask Rufus questions if you're shopping on Amazon on it's marketplace Pulse. Ben Glickman of the Wall Street Journal writes that Rufus is trained on the company's product catalog, customer reviews, community questions and information from across the web. How will it help folks?

And at the same time, I wonder even if other companies don't really need to follow Amazon's path, the science of behavioral economics has probably taught us that we're not rational actors in the marketplace.

I think, in terms of just for grocery alone, if Amazon wants to ever seriously compete with Walmart and all the other brick-and-mortar grocers, it's going to have to invest billions of dollars into opening new stores or else it's just never going to be able to compete.