How CTV and Retail Media Networks Are Changing the Game for CPG and Nutraceutical Brands
Are you leveraging Connected TV (CTV) and Retail Media Networks (RMNs) to drive retail sales? If not, you could be missing out on one of the biggest shifts in modern advertising.
Traditionally, TV advertising was all about broad awareness—high cost, low measurement. Retail marketing, on the other hand, was often seen as last-mile, bottom-of-the-funnel tactics focused on promotions and shelf placement. But today, CTV and RMNs are converging, giving brands a powerful way to reach and convert high-intent shoppers with precision.
For CPG, supplement, and nutraceutical brands, this is an opportunity to rethink how we engage with consumers—combining the reach and storytelling power of TV with the measurable performance of digital marketing.
Why the Convergence of CTV and Retail Media Matters Now
The advertising landscape is shifting rapidly, driven by:
📈 The Decline of Traditional TV: Cord-cutting continues to accelerate, with more consumers shifting to streaming platforms like Hulu, YouTube TV, and Roku.
🔍 The Rise of First-Party Data: With increasing restrictions on third-party cookies, RMNs from Amazon, Walmart, Instacart, and Target have become critical sources of consumer insights.
🎯 Advanced Targeting & Measurable ROI: Unlike traditional TV, CTV allows for real-time measurement and retargeting, making it easier to connect ad exposure to purchase behavior.
When CTV and RMNs work together, the result is a full-funnel marketing powerhouse—where brands can:
✅ Build awareness with CTV ads that engage targeted audiences
✅ Drive consideration by integrating with retail media placements
✅ Track conversions and optimize based on real sales data
For CPG and Supplement Brands, This Is a Game-Changer
The traditional marketing model for CPG and supplements often relied on a mix of brand-building (TV, influencers, social) and performance marketing (search, Amazon ads, promotions). But now, these efforts can be seamlessly integrated into a single, data-driven strategy.
Imagine running a CTV ad campaign for your best-selling multivitamin, targeted at health-conscious consumers who have previously searched for “immune support supplements” on Walmart’s website. Now, instead of just hoping they remember your ad, you can:
Retarget them with RMN-sponsored placements next time they shop on Walmart.com or Instacart
Deliver exclusive promotions directly through Amazon’s ad ecosystem to those who watched your CTV ad
Measure real-time sales lift and optimize based on what’s working
This is no longer a future trend—this is happening now.
How to Win with CTV and Retail Media Networks
To fully capitalize on this shift, CPG and nutraceutical brands should focus on three key areas:
- Leverage First-Party Data for Smarter Targeting
Retailers like Amazon, Walmart, and Instacart have troves of first-party shopper data. Instead of relying on broad demographic targeting, use their insights to:
📊 Identify high-intent customers based on past purchase behavior
📍 Target audiences based on geography, lifestyle, and shopping habits
🎯 Deliver hyper-personalized messaging that resonates with different consumer segments
- Create Engaging, Performance-Driven CTV Ads
Great CTV ads are more than just repurposed TV commercials. To truly stand out, brands need to:
🎥 Make storytelling a priority—use compelling visuals, testimonials, and relatable narratives
🛒 Include clear calls-to-action (e.g., “Shop Now at Amazon” or “Find Us at Walmart”)
📱 Integrate QR codes or direct links for instant engagement
- Optimize, Test, and Measure Results
One of the biggest advantages of CTV + RMN integration is the ability to track real ROI—but this only works if brands test, learn, and iterate.
🔄 Run A/B tests with different messaging and creative approaches
📈 Analyze in-market performance—track sales lift across retailers, not just ad impressions
📊 Adjust budget allocation to double down on high-performing audiences and platforms
The Future: More Personalization, More Integration
The future of CTV and retail media is only getting brighter. Expect to see:
More seamless checkout experiences (e.g., “click-to-buy” directly from CTV ads)
AI-driven ad placements that auto-optimize based on real-time performance
Retailers expanding their media networks, creating even more opportunities for brands
For CPG and nutraceutical brands, the message is clear: The lines between brand marketing and performance marketing are disappearing. Those who embrace the CTV + RMN revolution now will have a significant edge over the competition.