Dan Callery’s Post

2024 marks a ‘pivotal’ year for retail media, as retailers Coles and Woolworths aim to tap into a ‘multibillion-dollar opportunity’. With the ability to reach highly targeted audiences at the point of purchase, the retail media industry is gearing up for a promising year, anticipating opportunities within the dynamic landscape of Australian retail.

The Shift in Retail Media The recent partnership between Tesco Media and Insight Platform and GroupM is a game-changer in the retail media landscape. This collaboration has the potential to significantly impact competitors by drawing customers and revenue away, thanks to its superior data-led solutions and innovations. If executed well, it will create a more engaging shopping experience, making Tesco a more attractive destination for both shoppers and brands. For advertising agencies, this development raises the bar for data-driven insights and media solutions. Clients will now expect similar offerings, pushing agencies to pivot and upgrade their capabilities. The key to staying competitive will be to innovate based on client feedback, ensuring tailored solutions that meet evolving needs. Retailers should focus on differentiation, niche targeting, and enhancing customer experiences to remain relevant. On the other hand, advertising agencies need to consider strategic partnerships, invest in technology, and offer specialised services to keep up with the enhanced capabilities and market influence that Tesco and GroupM will likely exert. In this dynamic environment, agility and innovation are crucial for both retailers and agencies to thrive. #Retail #AdvertisingAgency #Innovation #Partnership https://lnkd.in/eCGEMbKj

Dive into AdAdapted’s survey of 1,000+ US shoppers, revealing how they engage with grocery retailers' digital platforms and retail media network (RMN) advertising. Learn why 68.6% of consumers make purchase decisions influenced by RMN ads and discover strategies to enhance your brand's digital presence. Over the last decade, RMNs have experienced explosive growth by offering CPG brands access to valuable first-party shopper data and captive audiences. Unlock these CPG consumer secrets and insights to complement and enhance your brand’s RMN strategy today. Download the report at the link below. #RetailMedia #CPGInsights #DigitalMarketing Path to Purchase Institute https://lnkd.in/dg83y5rh?

Why aren’t more CDP companies promoting use cases of their tech applied to Retail Media? The only one I have seen so far is Zeotap and their recent new customer announcement with Douglas. Is it because, on of or all of the below: 1️⃣ The focus of Retail Media until the last 6mths has mostly been Onsite 2️⃣CDP is usually “owned” by Marketing [RMN typically sit adjacent] 3️⃣Audiences are really only just now truly being utilised and offered by RMN [many aren’t using dynamic audiences] 4️⃣ CDPs haven’t actually been adopted at scale [especially across UK/Europe, that I have seen] 5️⃣RMN are still trying to establish audience continuity across all channels I’m sure there are others I’ve missed. CDPs are a brilliant complement to Retail Media Networks and their ecosystem, especially when you consider one of the core value propositions of RMN is first party data. #retailmedia #commercemedia #marketing #advertising #innovation

"With lots of channels, how do we capture attention?" Retail expert Colin Lewis, gave the Cannes Lions audience a deep analysis of four retail campaigns; John Lewis & Partners, ASOS.com, Optimum Nutrition & then outsider campaign Juspy, that are doing a fantastic job of reaching across all media touchpoints from their initial campaign concept. He advocated that you can join the flywheel from any of the three points of entry; from commerce to build out media, media to build creativity or creativity which then builds out commerce. (Subscribers to https://lnkd.in/e83aApPc can watch here: Creative Impact Unpacked: How Do Creativity, Media and Commerce Combine? https://lnkd.in/e3WjGgVR) #CannesLions2024

In-store advertising is a powerful tool for retailers and marketers. Join us at the P2PI Retail Media Summit on June 26th and learn how programmatic SSPs and RMN solution providers are introducing new advertising revenue streams for retailers in-store. https://bit.ly/4b8zb4Z Key takeaways: - How to create private marketplaces allowing endemic brands to advertise on in-store RMNs via programmatic SSPs. - How programmatic SSPs integrated with RMN content management systems can seamlessly deliver ad content to targeted screens with linear TV attributes, such as day-parting and geo-targeting. - Why metrics such as audience measurement & sales lift are important for driving closed-loop attribution. #RetailMedia #InStoreMedia #RetailMediaSummit #P2PI

#retailmedia is (1) extending #instore research to leveraging #shoppers as an #advertising audience, (2) throughout the #webrooming #purchasejourney. Why is it hot in practice but not in #marketing academia?

"We’re trying to create a new media channel here and you have to show that it actually works," Ashley Nickell, our Head of Marketing, shared with EMARKETER. The proof? Incrementality. Grocery TV has analyzed five years of data from multiple studies, confirming an average 14% sales lift across a variety of CPG categories. Echoing the pioneering days of social media, we're proving the tangible value of in-store retail media, giving brands compelling reasons to invest with confidence. For brands across all sectors, whether endemic or non-endemic, the potential to enhance your reach and impact through in-store digital advertising is significant. To gain deeper insights into our recent study and understand what in-store media can achieve for both brands and retailers, check out Sara Lebow and Arielle Feger's latest article. #RetailMedia #DigitalAdvertising #CPG #MarketingStrategy

SPEAKER ALERT – Jeff Karnes & Jason Shao are presenting at #RetailMediaSummit! Catch them on stage June 26 in Chicago. In this session, learn how programmatic supply-side platforms (SSPs) such as Place Exchange are partnering with in-store RMN solution providers like Wovenmedia to further expand the opportunity for retailers to draw national brand dollars to in-store advertising. Key takeaways: – How to create private marketplaces allowing endemic brands to advertise in-store on RMNs via programmatic SSPs. – How programmatic SSPs integrated with RMN content management systems can seamlessly deliver ad content to targeted screens w/ linear TV attributes, such as day-parting and geo-targeting. – Why metrics such as audience measurement & sales lift are important for driving closed-loop attribution. More details & registration below!

The recent increase in retail ad media spending has created new opportunities to enhance customer experiences and better align sales and marketing. OMD Worldwide’s CEO George Manas hosted Beiersdorf’s Thorsten Schapmann, TBWA\Worldwide’s Peter Khoury and OCG's Tina Manikas for an insightful discussion, from global perspectives, which explored the integration of retail media networks, e-commerce growth, and the use of shopper data to enhance marketing strategies. Tina Manikas emphasised the need for creative, customer-centric commerce approaches commenting "With retail media networks it allows us to be more contextual, more targeted, more social even. It’s an ability to not shorten that buying moment but extend that buying moment and add benefits, surprise and delight for people to do in order to buy." Contact us to find out more about this year's Omnicom Cove programming: https://lnkd.in/ercGK4rJ #OmnicomCannes #CannesLions2024 #Commerce