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.

Recess, the pioneer in relaxation beverages, originally started as a digitally native brand but has quickly expanded its retail presence to meet customers where they are, now selling through Target, Albertsons, Kroger, and more. In this session, you’ll hear from Benjamin Witte, founder and CEO of Recess, who will talk about how Recess’ marketing approach has evolved over the years, its strategy for platforms like Instacart, and overall, the story Recess is trying to tell through retail.

In this session, Amy Andrews, President of Mars United Commerce, will share insights and explore how Mars United Commerce is shaping the future of brand growth at the intersection of commerce and creativity. This includes navigating the rapidly expanding landscape of retail media networks and making smart, long-term investments in this evolving space.

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.

Anna, Michael, and Kimeko will close the day with a few takeaways.

Join us for cocktails as we wrap up the day.