Rewriting the Retail Media Playbook: In-Store, Incrementality & Real CPG ROI

92% of food and beverage sales still happen in-store. Yet Amazon commands roughly 40% of ecommerce sales - while capturing over 75% of retail media budgets. These two stats alone represent a profound allocation gap that leaves millions in incremental sales growth for CPG brands completely untapped.

In this session, Eleanor Hayden, founder and CEO of Veriti, will unveil new research from Forrester on where shoppers are truly buying and the media strategies that drive authentic profitability, not just ROAS and YoY sales growth. She'll expose the imbalance between spend and shopper behavior, and quantify the risks of imbalance in ecommerce, retail media, and shopper marketing advertising investments. She'll also bring these truths to life through real stories from emerging CPG brands: how they secure meaningful placements that compete with enterprise budgets, unlock new-to-brand growth (especially on platforms like Instacart and DoorDash), and drive incremental profit through some of the most underrated online and in-store marketing tools. She’ll close with three strategies attendees can immediately deploy to rebalance their budgets, integrate in-store and retail media, and actually grow sales - not just impressions.

Attendees will leave with:

• A clarified view of where retail media spend is misaligned with actual buyer behavior
• Real-world examples of profits unlocked when in-store marketing is layered with retail media
• Three actionable moves to improve velocity, drive incrementality, and future-proof budgets in 2025 and beyond