On stage at the Association of National Advertisers’ premier annual conference, OMG North America Chief Product Officer Megan Pagliuca urged marketers to stop treating retail media as only a lower funnel channel.
“Those data sets should inform the entire plan – CTV, Video, even influencer, she said. We’re planning national and retail together.” Noting that OMG is using Walmart purchase data to find creators who best index with buyers, she reported that “early results show higher engagement at lower costs.”
Pagliuca added that OMG agencies are stitching Walmart data into cross-screen stacks (think VideoAmp and iSpot) while media-mix models evolve to reflect CTV’s higher CPMs and brand impact.