Navigating Retail Media in Uncertain Times: Key Takeaways from P2PI’s Retail Media Summit
By Kerry Dineen, Senior Manager of Marketing Operations and Demand at Chicory
Path to Purchase Institute’s Retail Media Summit arrived at an important moment in our industry. As marketers continue to navigate economic uncertainty and shifting consumer behavior, the need for flexible, insights-driven strategies has never been greater. Chicory was proud to take the stage alongside Del Monte to spotlight how contextual commerce media can help brands stay in the shopper’s consideration set—even as budgets tighten and priorities shift.
Session: The Key to Maximizing Impact in the Retail Media Landscape
In our featured session, Chicory’s Chief Revenue Officer Meghan Howard joined Stacie Barra, Senior Shopper Marketing Manager at Del Monte Foods, for a conversation about how brands are evolving their approach to retail media.
The big theme? Scale and flexibility. As retail media networks continue to evolve, brands are looking beyond just onsite ad placements. They’re forming integrated teams, combining shopper and national media strategies, and turning to third-party partners, like Chicory, to fill the gaps and drive measurable outcomes.
High-Growth Opportunity via Off-Site Retail Media
With off-site retail media forecasted to grow at 2X the rate of on-site through 2026, Chicory helps brands capture this high-growth opportunity while driving incremental value back to the retailer in three key ways:
1. Unlocking Brand-Safe, Contextual Inventory at Scale
As on-site inventory becomes increasingly limited, Chicory’s network of 5,200+ brand-safe, contextually relevant recipe sites offers turnkey inventory for RMNs to activate against.
2. Delivering Relevant Products in Moments that Matter
Chicory’s contextual advertising solutions reach consumers in the right mindset—when they are ready to plan for, shop for, and cook their next meal—increasing receptivity by 60%.
3. Reaching New & Lapsed Shoppers
Unlike traditional shopper-targeted methods, Chicory's media reaches new and lapsed shoppers contextually, driving 34–62% of purchases from these groups.
Other Insights We Heard on the Ground
Here are some of the most pressing industry trends and themes we heard in conversations throughout the event:
The Rise of Hybrid Media Teams: Many brands are merging national media and shopper marketing decision-makers into unified teams. This broader, more integrated approach is helping them better align objectives and budgets across the funnel.
Plant-Based Momentum Continues: Brands are continuing to invest in new plant-based product lines and innovations. Shopper interest is holding steady—if not growing.
Economic Trends are Shaping Spend: Macroeconomic pressures, including tariffs and supply issues like the ongoing egg shortage, are creating some budget hesitancy for early 2025. Still, there’s cautious optimism, with many brands expecting more dollars to activate in the back half of the year.
Let’s Keep the Conversation Going
Events like this remind us why connection and collaboration matter. We know you’re feeling more time and resource-strapped than ever, so Chicory can help! If you’re looking for new ways to drive success, let’s talk.