Retail Media Networks in CPG Advertising

This technical report presents findings from a study commissioned by Mastercard and conducted by Forrester Consulting, focusing on the role of Retail Media Networks (RMNs) in the consumer packaged goods (CPG) and fast-moving consumer goods (FMCG) sectors. The report outlines how RMNs are becoming increasingly critical to CPG strategies, with organizations urged to invest in these networks as part of partnership negotiations. It details the challenges faced by marketing leaders in measuring RMN impact across various channels, which hinders their ability to connect RMNs to return on investment (ROI). The report indicates that while most CPGs utilize multiple RMNs, difficulties in performance evaluation and data access persist. It emphasizes the importance of partnerships for gathering objective data to enhance RMN performance. The report also highlights the expected increase in RMN tactics over the next two years, with a focus on offsite use and onsite search, and discusses the evolving budgets and strategies organizations are adopting to optimize their RMN investments.