It's time to end the segregation between brand media and retail media Even thoug
By Jasonlandro · October 14, 2026 · Curated by George's Blog
It's time to end the segregation between brand media and retail media
Even though customers don't understand the difference, this divide has existed and caused many internal turf wars
Until recently, it wasn't possible to understand how the two worked together to generate demand and drive conversions
Everyone knows that brand media can increase awareness which ultimately leads to more conversions
However, companies have had to rely on different forms of incrementality testing, some of which was quite attenuated
It got even thornier when it came to connecting online advertising to in-store sales, epsecially when those ads were run outside of the retailer's retail media network
Now you can connect the effects of all your online advertising, from upper to bottom of funnel, to your sales, online and in store through Amazon Marketing Cloud
So there is literally no justification for this divide between brand media and retail media
Now I'm not advocating for aboloshing those two departments or combining them entirely
However, they should be working together with a more hybrid approach
And that's exactly what Josh Clarkson and I will be digging into this Wednesday, October 14th, at 12 pm ET
Josh will be presenting the brand side from his work at Mars, Kraft-Heinz, and many other large FMCG companies
We'll be diving into how to evolve your company to take advantage of the changing landscape and connect the top of funnel to the bottom of funnel, both online and offline
Make sure to sign up for the talk here: https://lnkd.in/gYaWQb_s
If you can't attend, sign up to automatically receive the recording