Retail Media Advertising Strategies

Please pick up your badges and head to the general session.

As a major CPG company with multiple lines of business, Mars values retail media thanks to its closed-loop measurement and proximity to consumers. Media veteran Ron Amram explains Mars’ strategy and the challenges it faces.

For many marketers and media buyers, retail media wasn’t even in their vocabulary until three years ago; now, it is part of every conversation they have with their retail partners, as brands are encouraged to test out more mid and upper-funnel placements. As Sales Strategy Director for RoC Skincare, Sarah Lipski has had a front-row seat to the evolution of retail media. In this session, you’ll hear from Sarah about how RoC’s approach to retail media has changed over the past few years as it tests more mid-to-upper funnel buys, including CTV through Walmart, and how RoC Skincare has tweaked its creative assets and organizational structure to get the most out of its retail media investments.

As a hemp-based beverage brand, Cann faces some unique restrictions when it comes to advertising with its retail partners. But it’s also helped the brand build a more creative muscle and figure out unique ways to get its product in front of people. In this session, you’ll hear from Jake Bullock, CEO and co-founder of Cann about how the brand drives sampling through platforms like DoorDash and GoPuff, how it runs thematic campaigns tied to big moments like the New Year and overall how it works with retail partners to cater to the growing demand for hemp-based CBD and THC products.

In this session, Amy Andrews, President of Mars United Commerce, and Yuni Baker-Saito, Co-Founder & CEO of Chicory, will discuss how their collaboration and unique approach to retail media are delivering results and new consumer experiences rooted in commerce, culture, and creativity.

Gozney, makers of high-end outdoor pizza ovens, turned to MNTN to unlock growth beyond paid social and search, reaching new audiences during peak summer season. This session will show how a product-driven brand turned high-impact storytelling into real results and how to achieve similarly sizzling outcomes for your brand.

In-store and online can work effectively together to optimize opportunities for brands. But it’s essential to get the balance right, and to address privacy, costs and other issues to be successful.

Retail media is evolving fast, and Bayer is rethinking its approach to stay ahead. In this session, Khara Bozler Hutcheson, Senior Retail Media Lead at Bayer, shares how the brand is aligning its retail media strategy with broader brand objectives, managing fragmentation across platforms, and advancing measurement practices to focus on meaningful KPIs, such as “new to brand” and incrementality. From clean rooms and data strategy to the growing role of programmatic, this conversation provides a practical look at what’s working, what’s still being addressed, and how Bayer is building a more connected and scalable retail media ecosystem.

Marketers are facing uncertainty from inflation and dramatic consumer shifts. Marketers need to be nimble: faster views, decisions, and optimizations. In this fireside chat with WPP Media’s Briana Finelli, discover how agencies and retailers are powering brand growth with greater speed, flexibility and control.

Ferrero’s retail media strategy is moving far beyond bottom-funnel tactics to become a more holistic, brand-building channel. In this session, Danielle Sporkin, SVP of Media and Marketing Services at Ferrero Brands, shares how the company is rethinking its approach across a diverse portfolio—from Nutella to Tic Tac—to test new capabilities, push measurement boundaries, and embrace a full-funnel mindset. With a focus on evolving beyond search and sales, Danielle will dive into how Ferrero is adapting its retail media investments to drive long-term brand value while maintaining a strong test-and-learn approach in an increasingly complex media landscape.

As Tinuiti’s Amazon commerce expert, Mia Rowe analyzes the impact of the commerce giant’s innovations throughout the ever-changing purchase funnel.

Measurement underpins every retail media investment — but there’s still a lot of debate over what the right goals should be for different campaigns. In this session, you’ll hear from Ryan Mason, president and COO of Markacy, who will talk about just how important incrementality is in retail media, what KPIs make sense for different placements and how his agency is thinking about new tie-ups like Amazon’s recent deals with Roku and Disney, and how to properly evaluate the opportunities that will arise from new partnerships in retail media.

Anna, Michael, and Kimeko will close the day with essential takeaways from the day.

Join us for cocktails as we wrap up the day.