The crusade to make everything an ad network continues as yet another player enters the space: real estate media. 

On Wednesday, global real estate brokerage firm RE/MAX announced its own commerce media network, RE/MAX Media Network, a programmatic offering leveraging the real estate brand’s owned properties across its websites, email newsletters, and in-property digital displays.

The question is: Can media buyers be convinced to shell out on yet another retail media network (RMN) given so many of them already exist, like Zillow Group Media Manager, which could serve as direct competition to ReMax’s newly launched offering?

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Over the last few years, marketers have been trying to flip their position in the cultural zeitgeist — making moments themselves as opposed to retroactively marketing around them. That’s why e.l.f. Beauty has built out its own entertainment arm, e.l.f. made, tasked with creating of the moment content around music, movies, gaming and sports. 

Thanks to the short-form content boom, advertisers like e.I.f Beauty have been working to move at the so-called speed of culture. While key agency partnerships remain intact for brand activation, an in-house entertainment arm allows the beauty brand to produce branded content fast enough to keep up with trends. 

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Walmart’s acquisition of smart TV manufacturer Vizio is official as of this week. The move further bolsters Walmart’s ad business, adding streaming capabilities to potentially attract more brand dollars. Walmart is just one on a growing list of retail media networks that’s after those dollars. Advertisers, however, are keeping the purse strings tied tight on brand budgets for now. 

As more retailers launch their own ad networks, competition continues to grow for trade and shopper budgets. To meet that competition, Walmart and other retailers are eyeing brand budgets, rolling out ad opportunities in streaming, social and other off-platform channels. But the retail media space still faces challenges related to measurement and return on ad spend. Until those challenges are solved, advertisers don’t seem interested in parting with brand marketing dollars.

“None of my clients have said we’re getting ready to throw in a ton of dollars, and especially brand dollars, at this next year,” said Sarah Hoffman, group director of connections at TBWA\Chiat\Day. “I do think that they’ve got some work to do before anybody starts to run the piles of cash in their direction.”

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