Retail Media Should Sit “Full-Funnel in the Buying Proposition”

Dan Meier 25 June, 2024 

Retail media has generally been focused on lower-funnel tactics, but Catherine Lofthouse, Client Partner, Global Addressable Media at Dentsu, argues the space presents a “huge opportunity” to enlist new customers.

By decoupling retail data, advertisers can drive a consumer journey down the funnel. For Lofthouse, this represents a particularly powerful proposition in a post-cookie world.

In this interview, filmed at the VideoWeek Villa in Cannes, Lofthouse explores the challenges of the retail media landscape, the role of the channel for brands, and the long-term play for agencies in the retail media space.


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Reporter at VideoWeek.
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