RMS UK24 Measure What Matters In Retail Media: From Clicks To Real Business Impact

The retail media landscape is evolving, and so should our expectations about success. It’s not about more impressions. It’s about meaningful, measurable outcomes.

Retail media must be accountable. If you can’t measure it, you can’t improve it. Too often, brands fall into the trap of celebrating clicks or views without tying them back to actual business results.

Jenny Holleran from 84.51˚ warns: “Impressions only matter if they drive performance.” And she’s right. An ad seen by a million people is only valuable if those people are taking action, whether that’s a sale, a store visit, or a brand lift. She also cautions against cost-cutting for its own sake: “If all you are doing is looking for the lowest CPM, it’s a race to the bottom.” This highlights the need for smart investment, not just cheap reach.

We also heard from Dean Harris at Co-op, who revealed that retail media impacts go far beyond the immediate placement: “If you advertise in a Co-op shop, it not only drives brand sales in that store but in rival nearby stores too.” That’s a brand halo effect, and it’s measurable if you look for it.

Finally, Hugh Stevens from LiveRamp reinforces a growth mindset: “Test and learn… is absolutely critical… especially for measurement.” Success in retail media is a cycle of testing, measuring, learning, and improving.

Measurement is the heartbeat of successful retail media. Prioritise performance, not vanity metrics,  and watch your campaigns drive real impact

Looking for expert advice on your retail media strategy? Email hello@smg.team