Incrementality and Retail Media

Kevin Weiss is the Vice President of Retail Media at Skai, which powers digital advertising and market intelligence for the world’s top brands and agencies. As an executive eCommerce leader, he has helped enterprise, mid-market, SMB, and emerging businesses with their marketing efforts. Before Skai, Kevin was the VP of Growth and Strategy at Amplio Digital, where he facilitated the company’s acquisition in 2020.

In this episode…

The ever-evolving retail media ecosystem has led digital marketers to experience FOMO (fear of missing out). With incrementality as a coveted retail media trend, brands are looking to incorporate it into their advertising campaigns. But this concept lacks a well-defined, universal meaning. Despite these inconsistencies, how can you harness incrementality to optimize your retail media strategy?

According to marketing industry thought leader Kevin Weiss, incrementality is subjective. Rather than following a linear process, achieving revenue results with this trend depends on unique brand strategies and goals. Determining an optimal level of incrementality requires identifying your desired growth metrics. For instance, you may benchmark incrementality against share-of-voice, top-line sales, or gross margins. Additionally, each retailer offers distinct advertising features and measurements, so you must analyze individual criteria to maximize profit.

In today’s episode of The Digital Deep Dive, Aaron Conant talks with Kevin Weiss, the VP of Retail Media at Skai, who offers clarity on incrementality in the retail media space. Kevin shares foundational strategies for incremental retail media advertising, how to run ads to boost product rankings, and the benefits of product holdout testing for retail media.