Rethinking Retail Media for Small Brands

The numbers tell a different story than our habits. We unpack new analysis from Bird Dog and Keen—built on real spend and performance data from 400+ brands and roughly $16B in annual investment—to show how small to medium brands can get more out of retail media without spending more. The headline: retail media has matured into a core channel, but the best gains now come from smarter allocation, not bigger budgets.

We walk through why three-quarters of retail media dollars still flow to search, how Amazon absorbs two-thirds of network spend, and where the ROI edge is actually hiding. From under-leveraged networks like Sam’s Club, Meijer, and Albertsons to proven performers such as Walmart, Kroger, and Instacart, we break down where SMBs are finding incremental returns. Category nuances matter: in food and beverage, retailer networks still deliver strong ROAS even as some brands test DTC; in durable goods, Amazon dominates spend, yet alternative retailer platforms often outpace it on efficiency.

Then we get tactical. You’ll hear a clear plan to reallocate 10–20% of Amazon search into higher-ROI retailer platforms, diversify beyond search with on-site display, off-site placements, and retailer-linked streaming TV, and use measured ROI and incrementality as your compass. We talk test design, audience overlap, creative fit, and how to align finance and marketing on what “working” actually means. If every dollar has to count, this is the map to move your next dollar where it works hardest.

If this breakdown helped you rethink your mix, follow the show, share it with a teammate who owns retail media, and leave a quick review telling us where you’ll shift budget next.