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A PL AYBOOK FOR MARKETERS Executive Summary Today’s consumers enter and exit the buying journey at any point, and, in a channel like retail media, aconventional marketing approach can’t keep up. Full-funnel retail media has been a topic of conversationfor some time as a way to better align with this new market reality, but little has been written on how toimplement it effectively. Within these pages, you’ll find a clear and actionable, full-funnel framework to retailmedia that actively engages consumers at every touchpoint in order to move them seamlessly from one stepto the next on their path to conversion. This isn’t just about staying competitive; it’s about staying ahead. Key Tenets of the Full-Funnel Retail Media Formula Targeting/Messagingshould nudgecustomers downthe funnel No fixed roles for adformats, placements,or networks Tailor goals/metrics tothe strategy for eachfunnel stage Align each element of thecampaign with the bespokestrategy for each stage ofthe funnel. Retail media elements shouldnot be pigeonholed to anyfunnel stage. Prioritize purchase pathsignals rather than broadbehavior during audiencesegmentation. For example, price-checkingcustomers should receivepromotional ads to pushthem toward purchase. For example, top-funnelcampaigns should focus onmetrics like reach or brandlift, not ROAS. For example, video adstraditionally thought to betop-of-funnel can be effectiveat any stage. TABLE OF CONTENTS Introduction: The Full-Funnel Retail Media Formula4First Step: Evolving the Marketing Funnel5A Full-Funnel Approach to Ad Formats9A Full-Funnel Approach to Placements15Applying the Full-Funnel Retail Media Formula to Retail Media Audiences23A Full-Funnel Approach to Networks24Five Steps To Full-Funnel Retail Media Measurement29Mastering Full-Funnel Retail Media with Skai33Conclusion: Evolving with the Landscape35Full-Funnel Retail Media Marketing Checklist26About Skai37 INTRODUCTIONThe Full-Funnel Retail Media Formula For years, you’ve embraced the evolution of digital commerce andintegrated retail media into your omnichannel strategy. With everypassing year, you’ve refined your approach, tackling new ad formats,experimenting with placements, and finding ways to make each retailmedia network work harder for your brand. Results have been pretty good, and you feel confident you’re makinggood use of all the retail media elements—ad formats, placements, andnetworks—to drive performance. But as competition intensifies andconsumers move more fluidly between digital and physical channels, thetime has come to up-level your strategy. A full-funnel approach to retail mediahas been widely embracedas the right way to engage consumers at every stage of their buyingjourney, yet it has never been fully defined. Experts have long pointedto this method as an ideal end-state solution, but few have provideda clear path forward. In response, we present theFull-Funnel RetailMedia Formula—a clearly defined approach that transforms a looselyunderstood concept into a structured, actionable strategy. Full-funnel is more than just being present at every stage of the funnel.It’s about knowing how, when, and where to deploy retail mediatools with precision, ensuring that each consumer interaction movesaudiences toward conversion and loyalty. Whether it’s reaching newcustomers through targeted sponsored ads or driving conversions within-store placements, the Full-Funnel Retail Media Formula enables youto dynamically adapt and optimize your strategy for measurable success. This report illustrates how a full-funnel approach can be tailored to yourspecific needs. It’s not a rigid blueprint but a practical guide offering bestpractices and real-world examples to help you shape and refine yourstrategy. We aim to support you on your own full-funnel retail mediajourney, providing insights that can keep you competitive and alignedwith your marketing goals. FIRST STEP Evolve the Marketing Funnel The marketing funnel is an old concept, and for that reason alone, some marketers feel it’s out of date.However, it still holds value by helping marketers wrap their heads around what can often feel like anunwrappable challenge—understanding a diverse group of individuals well enough to run a program thatcan effectively address them all. The funnel still works because every brand has 3 distinct types of customers: 01.Consumers who have never heard or know very little about you 02.Consumers who are actively searching for solutions to their problems which your brand may solve 03.Consumers who are active and ready to buy Of course, these three segments align to the traditional marketing funnel. So, while somewhat of anoutdated model to some, the fact is that it still represents a top-level way to view any brand’s audience. However, marketing has changed and so the funnel must too. For this new, full-funnel approach, we mustfirst evolve the role of the funnel stages to incorporate retail media’s sophisticated capab