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Interview with Larissa Dannenberg — Understanding Retailer Media Networks.
Larissa Dannenberg of Market Performance Group explains how emerging brands can approach retail media networks. She discusses preparing product pages, understanding the full cost of a program and choosing one retailer with a strong shopper fit before attempting to expand across several networks.
Guest
Larissa DannenbergVice President of ConsultingMarket Performance Group
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Watch on YouTubeAbout this episode
Larissa Dannenberg, Vice President of Consulting at Market Performance Group, discusses the growth of retail media networks and what it means for brands. The interview considers how retailers use their store footprint alongside advertising platforms, and why brands need to understand these programs as part of their account relationships.
Larissa recommends covering the basics before committing to multiple networks, including current product detail pages and images that explain the product’s benefits. The discussion also covers fulfillment, attribution and the full cost of participating. She describes the value of starting with a retailer whose shoppers fit the brand, learning how that relationship works, and then considering expansion.
Topics covered
Product page preparation
Keeping product details and images ready before investing in media.
The full program cost
Understanding fulfillment, attribution and other expenses.
Starting with one retailer
Learning with a well-matched account before expanding to other networks.
Introductions to Industry Experts
Connect with trusted suppliers across the CPG industry.