There’s a quiet shift happening in CPG marketing. It’s not loud or flashy, but it’s picking up speed, and it’s rooted in something every brand is feeling right now: The pressure to do more with less.
Call it the year of recalibration.
After years of pouring increasingly larger budgets into mass-scale retail media networks (RMNs), many CPG marketers are hitting pause and asking a critical question: Is this still the smartest way to spend?
For a growing number of brands, the answer is “not exclusively.” Which is why we’re seeing a strong move toward budget diversification — and an emerging interest in regional and mid-market retail media channels.
Here’s what’s driving it:
For CPG marketing, betting on one channel is betting against yourself
In a volatile market, putting too much of your spend in one channel is a risky proposition. That’s especially true in retail media, where joint business plans with the biggest players often come with steep commitments and less room for negotiation. If that relationship sours or the ROI shifts, you’re stuck. And in a world where consumer behavior can turn on a dime, that’s not a position many marketers want to be in.
Diversifying spend gives CPGs more control. It creates space to explore what’s working outside the typical playbook, whether that’s tapping into new shopper behavior, testing emerging platforms or just finding more cost-effective ways to connect at the shelf.
Not all impressions are created equal in CPG brand marketing
One common misconception: Bigger always means better. But in retail media, scale alone doesn’t guarantee impact. Just because a campaign reaches millions doesn’t mean it’s resonating with the right people at the right moment.
That’s where local and regional in-store retail media networks have an edge. They tend to offer more targeted, context-rich engagement — including in-store media placements that show up exactly when shoppers are deciding what to buy. These networks can also be faster to implement, easier to test and measure, and more responsive when CPGs need to pivot.
In-Store Connect by Quad offers CPG brands ad placement right at the point of purchase.
Budgets are under the microscope
Finally, let’s talk money. With many marketing teams under pressure to prove efficiency, there’s a renewed focus on ROI instead of just reach. Mid-market RMNs often represent a better cost-value equation, especially when paired with real-time analytics and testing capabilities that allow for quick optimization.
At Quad, we’ve seen this shift firsthand. CPG marketers using our In-Store Connect platform are investing in localized in-store advertising that’s flexible, measurable and designed to scale. And they’re seeing results — not just in impressions, but in real shopper engagement and sales lift.
The bottom line? Diversification isn’t just a safety play. It’s a strategic way forward — one that gives CPG brands more room to experiment, adjust and grow.
