Dentsu's Aisha Khan Says Retail Media Measurement Spans Upper and Lower Funnel
TLDR
Dentsu's Aisha Khan told a Digiday audience that retail media offers closed-loop measurement for both upper- and lower-funnel marketing and sees large in-store growth potential.
Speaking at Digiday's Media Buying Summit in Newport Beach, Calif., Dentsu's president of commerce for North America, Aisha Khan, argued that retail media gives media agencies a way to use closed-loop measurement that benefits both upper- and lower-funnel efforts. Digiday also reports that Khan pointed to the in-store side of retail media as a major growth area, citing that more than 80% of sales still happen in store while less than 5% of retail media spend goes to in-store media.
How we got here: earlier coverage
- Oct 26As Q3 Results Show Growth, Advertisers Pour Spending Into Social and Retail Media
Major ad holding companies report Q3 growth as brands redirect spending toward social platforms and retail media channels heading into Q4.
- Oct 2446% of Brands Now Tie Increased Commerce Media Spend to Proven ROI, SMG and IAB Find
An SMG and IAB study finds 46% of brands increase commerce media spending based on proven ROI, though reporting and campaign workflows remain fragmented.
- Oct 19Trade Desk reports 41% ROAS boost using retail data across regions
Trade Desk claims retail data integration delivers significantly higher ROAS across APAC and EMEA, though the exact methodology and sample size remain unclear.
- Oct 12Media agencies and brands increasingly use synthetic consumer data to test and plan campaigns
Goodway Group and other agencies are adopting synthetic audience data to test media plans before real-world activation.