The Five Pillars of Retail Media Success: What Matters Most for FMCG in The UK
Retail Gazette outlines five pillars for retail media success. For FMCG marketers, the trick is operationalising these pillars across multiple networks without fragmenting measurement.
The five pillars, operationalised
Audience and data quality
Action: Build consented first-party audiences, enrich via retailer IDs in clean rooms, and score audience quality (loyalty depth, lapsed buyers, new-to-category).
Context and creative relevance
Action: Test creative variants by retailer and placement; tie attention/read time to add-to-basket and verified sales.
Commerce connection
Action: Make verified sales and new-to-brand your common currency. For stores, use privacy-safe footfall as a leading indicator.
Measurement and incrementality
Action: Design for lift up front, plan controls or geo-holdouts with each retailer once per quarter. Report incremental ROAS and cost per incremental sale.
Collaboration and interoperability
Action: Avoid single-network lock-in. Use solutions inter-operable with multiple clean rooms and IDs to maintain a retailer-agnostic view.
How MediaSight helps
Audience quality scoring and retailer-agnostic outcomes
Attention-to-sales analytics and visit-to-sales calibration
Cross-retailer incrementality and clean-room orchestration
