Better Advertising with BTR Media
Sep 29, 2026 · 20 min · 10 segments
David Khoshpasand has spent years at Hasbro figuring out why retail media keeps getting blamed for things that are not its fault. The answer almost always comes back to the same problem. Brands are…
Destaney WishonHostSo in this past four years, I've really been digging into not only understanding how to You know, look at our measurement and efficacy and see, like, are we effective with ads, but also looking at total business performance? And and I think there's a lot of opportunity, particularly with enterprise brands, to think about organic performance and what the share means to total OPS and what that relationship is with retail media.
I was excited when you reached out on this topic because it's a question I'm having to answer all of the time.
And to your point, there's almost a split of the brands that are actually having this struggle typically have to be in stores.
You see it a little bit if they have a really incredible D2C presence or a meta presence.
But I think a lot of the times when we audit some of the enterprise brands we're taking a look at, they're all struggling with some of the same things.
What is the proper spend of branded versus non-branded? What type of advertising is actually incremental? And also, how does that balance out, to your point, with their organic revenue? this is such a key call out because historically a lot of the enterprise brands had, I would say in my opinion, like this inflated organic rank.
Their conversion rate was inherently better than their competitors because I think they had a lot of brand equity and their volume was high, which as we know are the two key factors for organic revenue.
Nowadays, I think that we're seeing kind of the playing field shift a little bit.
So from your perspective, you know, how do you view the relationship between organic and ads? We'll start with the basics.
Yeah, I think historically some of the challenges that existed have been that retail media will make up, let's just say a ballpark 20 to 30% of the outcome, but it's being asked to explain the 100% of the results.
that it's like imagine like a swimming pool and you have two hoses and there's a larger hose that's that's filling up the pool and that's full of organic and then you have a smaller holes that's retail media if the larger hole starts to slow down right that doesn't mean that the second hose is faulting and that's where we kind of need to dig in and to understand that there are possibilities where total sales will be down but you had really great retail media performance And that's where I think we can start to kind of break down exactly why.
So in this past four years, I've really been digging into not only understanding how to You know, look at our measurement and efficacy and see, like, are we effective with ads, but also looking at total business performance? And and I think there's a lot of opportunity, particularly with enterprise brands, to think about organic performance and what the share means to total OPS and what that relationship is with retail media.
I was excited when you reached out on this topic because it's a question I'm having to answer all of the time.
And to your point, there's almost a split of the brands that are actually having this struggle typically have to be in stores.
You see it a little bit if they have a really incredible D2C presence or a meta presence.
But I think a lot of the times when we audit some of the enterprise brands we're taking a look at, they're all struggling with some of the same things.
What is the proper spend of branded versus non-branded? What type of advertising is actually incremental? And also, how does that balance out, to your point, with their organic revenue? this is such a key call out because historically a lot of the enterprise brands had, I would say in my opinion, like this inflated organic rank.
Their conversion rate was inherently better than their competitors because I think they had a lot of brand equity and their volume was high, which as we know are the two key factors for organic revenue.
Nowadays, I think that we're seeing kind of the playing field shift a little bit.
So from your perspective, you know, how do you view the relationship between organic and ads? We'll start with the basics.
Yeah, I think historically some of the challenges that existed have been that retail media will make up, let's just say a ballpark 20 to 30% of the outcome, but it's being asked to explain the 100% of the results.
that it's like imagine like a swimming pool and you have two hoses and there's a larger hose that's that's filling up the pool and that's full of organic and then you have a smaller holes that's retail media if the larger hole starts to slow down right that doesn't mean that the second hose is faulting and that's where we kind of need to dig in and to understand that there are possibilities where total sales will be down but you had really great retail media performance And that's where I think we can start to kind of break down exactly why.
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