88% of brands say they’re pressured to use retailers’ media networks

The growth in brands using retail media networks (RMNs) is being fueled by pressure from retailers, according to a new report. Eighty-eight percent of the companies surveyed by the Association of National Advertisers said they are somewhat or heavily influenced by retailers to buy advertising on their RMNs.

 “It’s a power struggle right now,” according to an anonymous advertiser quoted in the report titled “Retail Media Networks: A Forced Marriage or A Perfect Partnership.” “For many brand marketers, RMNs are seen to be a ‘have to buy’ versus a ‘want to buy.’”

Dig deeper: Why we care about retail media networks

Further, one advertiser said they “play defense as much as offense with retail media networks.” Explaining that because of “economic uncertainty and rising inflation, consumers can switch to private label and the retailers own these. We use RMNs to protect our brands as much as build our brands.”

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Starz Promotes Darren Nielson to Executive Vice President of International Networks, Superna Kalle to Exit

Starz is promoting Darren Nielson to executive vice president of international networks. His promotion comes as Superna Kalle, president of Starz international networks to whom Nielson previously reported, has announced she is stepping down. She will remain with the company until March.

In his new role, Nielson will report directly to Starz president and CEO Jeffrey Hirsch. He will oversee the growth of the premium cabler’s international service Lionsgate+. That includes P&L responsibility and all aspects of programming, distribution, marketing, publicity, and international original series in the UK, Latin America and Brazil, Canada and Australia.

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“Darren has been instrumental in building our international business working with Superna since joining the company in 2018,” Hirsch said. “He has a deep knowledge of the global streaming landscape and is a respected strategic executive. We look forward to maximizing growth and profitability of our international markets under his leadership. Superna

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