Retail media continues to be one of the fastest-growing segments of advertising, as more ecommerce operators light up their digital shelves as ad inventory.

But retail media can serve more than just retail, according to one agency specialist in the space.

In this video interview with Beet.TV, Amie Owen, US Head of Commerce, UM Worldwide, says: “There’s so much more to it.”

“More than just performance”
“We actually look at it from a holistic perspective,” she says,

“Performance, in terms of media or digital metrics that could drive sales or return on investment, is only a piece of the puzzle.”

She emphasizes the need to consider other aspects when assessing the success of a retail media buy.

Owen frames retail media as the intermediary that binds the broader media landscape. “A lot of our clients are looking for a holistic approach to media,” she says, further explaining that retail media acts as a linchpin, effectively merging brand media at the top and shopper marketing strategies at the bottom.

Watch the full interview on Beet.TV.