Josh Bruns

Food and beverage brands are investing across more channels than ever before. Retail Media Networks, paid search, paid social, connected television, and in-store activations all contribute to demand. Yet one challenge continues to surface at the executive level: How do we clearly prove marketing’s impact on real business growth? The Nielsen 2025 Annual Marketing Report highlights a growing gap between media investment and ROI understanding. While budgets expand, holistic measurement remains the exception rather than the norm. Nielsen’s global data shows that only a minority of marketers measure digital and traditional media spending holistically. Fragmented reporting across platforms continues to dominate decision making. https://lnkd.in/gM7rqG49 The consequences are structural. Disconnected data systems, inconsistent metrics, limited cross-channel visibility, and internal silos all restrict how performance is interpreted. Teams can observe activity, but struggle to quantify true impact. Retail Media Networks add another layer of complexity. RMNs provide powerful closed-loop signals tied to purchases, yet those insights typically remain confined within individual platforms. Strong performance inside one ecosystem does not automatically translate into a full understanding of cross-channel influence. Nielsen’s findings reinforce a critical reality. Many brands understand channel results in isolation, but lack a unified view of how marketing works together to drive incremental revenue, customer growth, and long-term brand effects. Closing this gap is no longer a reporting upgrade. It is becoming a strategic priority.🚨 Effective addresses these challenges in the following ways: 1. Measure everything individually - Use the partner-level ROAS, foot traffic, brand lift and/or sales lift studies to measure goal vs actual performance 2. Measure everything together - Measure how the total plan performs vs brand and business goals and vs year ago. When applicable, measure test vs control markets. 3. Measure brand ad spend and sales relative to competition. Effective's persistent share report brings annual competitive analysis into monthly performance reporting. It allows us to measure SOV and SOM on an ongoing basis. It just one of the unique approaches we take. DM to learn more or refer a friend. So, to my fellow statisticians and measurement pros: If you can measure every channel individually but still can't explain how your total media investment drove incremental revenue last quarter — do you actually have a measurement strategy, or just a collection of reports? #MarketingMeasurement #RetailMedia #MediaStrategy #F&B #OmnichannelMarketing #MarketChallenge Dan Rosenberg Andy Crestodina Noel Burkman James Soto Jay Gutierrez

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Today, grocery retailers aren’t viewing in-store retail media as a collection of isolated placements anymore. They’re leveraging it as a strategic growth engine—shaping shopper behavior in real time, influencing decisions right at the shelf, and connecting trips and baskets with greater intelligence. The store itself is becoming more programmable, more measurable, and far more experience-driven. Retail media isn’t just expanding. It’s evolving—transforming the physical store into a dynamic, data-powered environment that drives both engagement and performance. Check out more from PG https://lnkd.in/gP7VsfHi Quad #retailmedia #grocery

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❗ As reported by Beer Business Daily covering the BUMP Williams Consulting Distributor Outlook Survey (check both of them out) - 60%+ of distributors are targeting craft beer for SKU reduction ❗ This does not mean that they are going to cut a dozen of your peers out of the book and keep all 25 brands (77 SKUs) of yours. They are going to seek out the work horses and leave the rest behind. If you haven't had the hard conversations about focus and building high velocity performers yet, get on it. The short term pain of cutting low performing SKUs on your own is worth the long term gain always. However, in this case it will probably be done for you if you don't.

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Lamar Advertising Posts Strong 4Q Results “We ended 2025 with encouraging sales momentum, with growth in both local and national in the fourth quarter, even with a tough political comp,” chief executive Sean Reilly said. “That strength continued into 2026, and pacings for the balance of the year remain promising. For the full-year, we anticipate diluted AFFO per share to be between $8.50 and $8.70.” https://lnkd.in/gmJaq_Te #BizNewOrleans Lamar Advertising Company

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