There’s a conversation that comes up constantly in retail media. Challenger brands look at big legacy CPGs and think, “If only we had that budget and analytics muscle, this would be easy.” Meanwhile, those same enterprise brands look at challengers and think, “If only we could move that fast.” In this episode, I unpack why both sides are right, and why they’re also missing the bigger picture.

I’m joined by Jordan Witmer, who has a client-side background but now leads retail media strategy at the agency SALT. We dig into why retail media strategy is not one-size-fits-all, why sponsored products can be the smartest dollar a challenger brand can spend, and how to recognize the tipping point when that math flips for large incumbents. If you’re trying to decide when to stay bottom-of-funnel versus when to shift into brand building, this conversation will help you understand your growth strategy more clearly.

This episode is sponsored by Mirakl Ads

Timeline

[00:00] – The “grass is greener” problem between challenger brands and legacy CPGs

[01:20] – Why retail media playbooks must change based on brand size and stage

[03:29] – Sponsored products as “easy money”, and why challengers shouldn’t apologize for it

[04:13] – The hidden advantage challengers have with flexible, high-ROI media budgets

[05:39] – When the value equation flips for large, everywhere-available brands

[07:29] – Defining the tipping point between harvesting demand and building demand

Links & Resources

Listen to the full replay of my 50 minute conversation with Jordan
Learn more about SALT
Follow Jordan Witmer on LinkedIn
Read my related articles:
- Amazon On Sponsored Product Ads: 'Too Much Is Never Enough'
- It’s Time To End Retail Media “Versus” Organic Search
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Follow Kiri Masters on LinkedIn

Challenger vs. Legacy Brands in Retail Media: When Sponsored Products Stop Working (and What to Do Next)

Retail Media Breakfast Club

Challenger vs. Legacy Brands in Retail Media: When Sponsored Products Stop Working (and What to Do Next)