Retail media is becoming an exciting play for advertisers, but the space can be carbon-intensive for brands, not least due to next-day delivery options offered by major retailers. Liam Brennan, Managing Director at The Responsible Marketing Agency, suggests marketers consider the sustainability of their retail media campaigns, and embrace the opportunity to promote more sustainable products.
TV meanwhile is increasingly being used to drive performance as part of retail media campaigns, though Brennan argues this risks diluting TV’s strength as a brand-building channel. “Trying to do two things with one media channel actually makes it less efficient,” he says.
In this interview, filmed at the VideoWeek Villa in Cannes, Brennan explores the role of CTV in retail media, alongside the sustainability considerations and growth opportunities.
