(L-R) InMar Media’s Ranjana Choudhry, Albertsons Media Collective’s Ben Richardson

Capitalizing on brand moments

Katie Daleo, general manager, CPG at DoorDash shared that another way retail media is changing the game is through retail platform-driven moments in which brands can participate, like Amazon Prime Day or DoorDash’s Summer of DashPass. “When you find the things that really matter to a consumer, and you can tell a broader story and bring your brand partners along to be part of that, that’s like gold,” she said.

Just be mindful that cultivating successful brand moments, along with media acceleration, requires good timing and operational coordination, noted Richardson. “It could be a situation where you’ve got a million people showing up in the store and the product isn’t there,” he said. “So your supply chain and everything has to be running in lockstep, from the creative and the strategy down to the truckers, and everything moving in sync at a speed that never existed before.”

Featured Conversation Leaders

• Samantha Avivi, CMO, Bayer  
• Ranjana Choudhry, SVP, Media and Data Platforms, Inmar Media  
• Katie Daleo, General Manager, CPG, DoorDash  
• Jody Hallman, VP, Integrated Marketing, Perdue 
• Sarah Leinberger, VP, Head of Marketing, yoobi (formerly of General Mills)  
• Ben Richardson, Agency Sales Executive, Albertsons 
• Jenny Rooney, Chief Brand and Community Officer, ADWEEK 
• Amy Thorne, Chief Performance Officer, Dentsu Creative