Marlow Nickell’s Post

‘𝗛𝗼𝘄 𝗕𝗿𝗮𝗻𝗱𝘀 𝗚𝗿𝗼𝘄’ 𝘄𝗶𝘁𝗵 𝗜𝗻-𝗦𝘁𝗼𝗿𝗲 𝗥𝗲𝘁𝗮𝗶𝗹 𝗠𝗲𝗱𝗶𝗮 𝙋𝙡𝙪𝙨: 𝙒𝙖𝙡𝙢𝙖𝙧𝙩 𝘾𝙤𝙣𝙣𝙚𝙘𝙩 𝙋𝙞𝙩𝙘𝙝𝙚𝙨 𝙄𝙣-𝙎𝙩𝙤𝙧𝙚 𝙩𝙤 𝙉𝙤𝙣-𝙀𝙣𝙙𝙚𝙢𝙞𝙘𝙨 Big scoop yesterday from Kathryn Lundstrom from ADWEEK about Walmart Connect’s in-store retail media pitch to non-endemic advertisers. IMO this is a huge step toward in-store advertising finally cracking national media budgets. “[In-store is] going to be the next major ad market,” I commented to ADWEEK. “I see Walmart as the linchpin for this market to materialize.” https://lnkd.in/gcNAGW5f Last month, I had the pleasure of discussing this topic with Marlow Nickell of Grocery TV and Amie Owen of KINESSO at the Path to Purchase Institute Retail Media Summit in Chicago. We included a few slides during the session which you can find below. If you’re interested in an 𝗘𝗫𝗧𝗘𝗡𝗗𝗘𝗗 𝗖𝗨𝗧 𝟮𝟯-𝗦𝗟𝗜𝗗𝗘 𝗩𝗘𝗥𝗦𝗜𝗢𝗡 of this presentation, LMK in the comments and I’ll send you a copy. For those who weren’t able to attend our session, Marlow and I also discussed the topic on a recent WARC podcast (with one of my very favorite people Ann Marie Kerwin) that you can listen to here: https://lnkd.in/g6t3gWmm We both subscribe to Prof. Sharp’s theory of how brands grow and its foundational principles of reach, mental availability, and physical availability. We both believe that linear TV is a great advertising vehicle, especially when it comes to forging mental availability through long-term memory structures. But it doesn’t work as hard as it used to amid the rapid decline in linear TV viewing. We also believe that in-store retail media is an effective complement to linear TV that delivers on the same HBG principles of reach, mental availability, and physical availability. That’s why CPG brands need to get serious about shifting national media dollars—specifically linear TV—into in-store retail media if they intend to continue delivering on brand growth objectives. #retailmedia #cpgbrands #branding #marketingandadvertising

Have you heard? Physical stores are the new TV! A recent Merkle study reveals that in-store media is now a major focus for 33% of retailers, up from just 9% in 2022. With fast reach, high attentiveness, and cultural relevance, stores deliver what TV has lost. Learn more in the ADWEEK article below. ⬇

Great insight (and a big Telly call-out!) from Andy Brown on the real impact of the Walmart + Vizio acquisition: "Data has not only become the new oil for marketers; it is also the oxygen breathing life into TV advertising with new branding and performance opportunities...One could argue that, for measurement companies, a more restricted data market would help players who have focused/are focusing on proprietary, first-party data"...including companies "like disruptor Telly, whose data business could well be as important as its ad business." - Andy Brown, Adexchanger 2/28/24 https://lnkd.in/gKsX4_pr

"...sometimes you just have to get in the water."* Yesterday at CTV Ad Days Europe, I had the pleasure of joining a panel of industry Connected TV media experts; Lesley Myers-Lamptey, Patrick Zinga, Paul Hackwell, and David Cottell. An hour of discussion dedicated to “Retail Media meets CTV”. Co-op Media Network's perspective is a little different to Amazon, GroupM and Channel 4's, as we are in the process of growing and shaping our data-driven offsite media propositions. Which does not include CTV channels…yet. This means we have the luxury of learning from others. Ensuring that what we release performs for our brand clients, publisher partners, and aligns to our unique ‘convenience media at scale’ proposition. I'm glad I opted to be involved in the discussion as opposed to simply watching from the tables. Thank you for invite Dataxis. My key take-outs... 1) CTV and Retail Media: Scale combined with targeting combined with measurement combined with attention…ticks most advertiser boxes. So, I can only see this growing rapidly with retailer & publisher collaboration. 2) CTV and Convenience: Convenience retail is best placed for servicing ‘want it now, need it now, buy it now’ missions. Successful relevant CTV ads will drive purchase intent and convenience stores will be the closest purchase point to the couch or the desk. Utilising convenience’s store proximity and quick commerce opportunities will create an additional source of growth for brands. 3) CTV and Co-op Media Network: As market leader in convenience and the number one grocer on delivery apps, Co-op’s scale is uniquely placed to unlock convenience missions and habits for relevant brands. No one understands convenience grocery better. *"Surfers don't catch the big wave by watching from the shore...sometimes you just have to get in the water." #CoopMediaNetwork #CTV #RetailMedia #CTVAdDays #ConvenienceMedia

Happy Friday! Here's something for your weekend read. There's a buzz out there on the news on Walmart buying Vizio. Why? Read on! MarketWatch featured Skai Chief Growth Officer Gil Sadeh's POV on the situation: “The purchase is not about obtaining hardware; it’s about gaining access to Vizio’s operating system (OS), which holds valuable viewership data. This data is essential for targeting and measuring advertising effectiveness, particularly in a cookieless world where traditional measurement methods are evolving.” And we have more data to support this stance Retailers are increasingly diversifying their advertising offerings to include upper-funnel ad formats such as connected and streaming TV. Our recent State of Retail Media Study suggested that 52% of advertisers will be increasing their offsite retail media budgets via display and connected/streaming TV advertising this year. What's your take?

This is a great acquisition. Super Smart. I know everyone is talking about Walmart having access to the data to sell more (or better) connected ads. Sure, that IS huge given their commitment to its media business, Walmart Connect. Some are saying that retail media will be the fastest-growing ad channel across media through 2027. I don't doubt it. Still, what I really think is powerful is how the CTV data can impact product selection and pricing on shelf. More usable and insightful data creating a deeper understanding of what consumers are responding to AND having the ability to utilize those insights in what gets sold when and for how much is really powerful. (Full disclosure: Walmart is a client of @Church+State)

In IAB's recent webinar, Grocery TV's CEO, Marlow Nickell, sat down with leaders from Mars United Commerce and Walmart alongside Andy Murray to dig in on why this media channel is growing and how retailers and brands should be thinking about it tactically. Their conversation covered: 📺 The value of the store as a reach medium, especially against the backdrop of linear TV declining 📍 How retailers and brands should be thinking about the roles of different store areas (or zones) to create a better CX 💲 Where the spend comes from for in-store retail media and how brands are measuring the effectiveness of campaigns Catch the entire webinar on demand: https://lnkd.in/gcyrWX-C #retailmedia

𝗪𝗔𝗥𝗖: ‘𝗛𝗼𝘄 𝗕𝗿𝗮𝗻𝗱𝘀 𝗚𝗿𝗼𝘄’ 𝘄𝗶𝘁𝗵 𝗜𝗻-𝗦𝘁𝗼𝗿𝗲 𝗔𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 My latest article—co-authored with Marlow Nickell, co-founder & CEO of Grocery TV—just published in WARC. In it, we argue that in-store advertising meets the key criteria set forth by Prof. Sharp in “How Brands Grow” by establishing reach, mental availability, and physical availability, and that it's time for #cpgbrands to take advantage. This is an expansion of my earlier argument--alongside Keith Bryan in ADWEEK-- that “Physical Retail is the New TV” because it delivers so much of what linear TV did historically (but has since lost): fast reach, high attentiveness, younger audiences, and cultural relevance. Here’s the breakdown of this latest article: 🙆🏼 𝗥𝗲𝗮𝗰𝗵: 𝗜𝗻-𝘀𝘁𝗼𝗿𝗲 𝗮𝗱𝘀 𝗲𝘅𝘁𝗲𝗻𝗱 𝗿𝗲𝗮𝗰𝗵 𝗮𝘀 𝗹𝗶𝗻𝗲𝗮𝗿 𝗧𝗩 𝗱𝗲𝗰𝗹𝗶𝗻𝗲𝘀 🧠 𝗠𝗲𝗻𝘁𝗮𝗹 𝗮𝘃𝗮𝗶𝗹𝗮𝗯𝗶𝗹𝗶𝘁𝘆: 𝗜𝗻-𝘀𝘁𝗼𝗿𝗲 𝗮𝗱𝘀 𝗱𝗲𝗹𝗶𝘃𝗲𝗿 𝘀𝗮𝗹𝗶𝗲𝗻𝗰𝗲 𝗮𝗻𝗱 𝗮𝘁𝘁𝗲𝗻𝘁𝗶𝘃𝗲𝗻𝗲𝘀𝘀 ➡️ 𝗣𝗵𝘆𝘀𝗶𝗰𝗮𝗹 𝗮𝘃𝗮𝗶𝗹𝗮𝗯𝗶𝗹𝗶𝘁𝘆: 𝗜𝗻-𝘀𝘁𝗼𝗿𝗲 𝗮𝗱𝘀 𝗺𝗮𝗸𝗲 𝗯𝗿𝗮𝗻𝗱𝘀 𝗲𝗮𝘀𝗶𝗲𝗿 𝘁𝗼 𝗳𝗶𝗻𝗱 We conclude with 3 concrete actions CPG brands can take over the next 12 months to embrace the opportunity. CC to my #CPG and #marketingeffectiveness friends who understand the power of in-store retail media Colin Lewis, Ashley Nickell, Todd Hassenfelt, Aaron Fetters, Paras Shah, Michael Pollack, Tiffany Tan, 🍪 Francesca Hahn, Emily Frankel, Imteaz Ahamed, Eric Tarnowski, James Bauer, Bob Perry, Ken Coogan, Gian Fulgoni, Jared Schrieber, Samuel Knights, Sean Crawford, Jay Friedman, Peter V.S. Bond, Sri Rajagopalan, Bryan Gildenberg, Jeffrey Bustos, David Feinleib And a huge thank you to the wonderful Ann Marie Kerwin for being my editor once again and helping shepherd this article through to publication! Article except and link included below. ----------- 𝗪𝗔𝗥𝗖: ‘𝗛𝗼𝘄 𝗕𝗿𝗮𝗻𝗱𝘀 𝗚𝗿𝗼𝘄’ 𝘄𝗶𝘁𝗵 𝗜𝗻-𝗦𝘁𝗼𝗿𝗲 𝗔𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 “I generally believe the majority of brand choice is made in a retail environment,” P&G President & CEO Jon Moeller said during a July 2023 investor call. “I think less brand choice is made sitting on a couch or even driving in a car on the way to a retail establishment. The same is true for online. So, we’re very carefully evaluating this opportunity.” Despite this acknowledgment from the marketing giant, CPG brands have been remarkably slow to invest in digital in-store retail media. It’s not because they don’t (or won’t) believe in the medium’s potential – often it’s just not even on their radar… But with digital screens aggressively rolling out this year across major grocery retailers – including Walmart, Kroger, Tesco, Hy-Vee, and Shop-Rite – it’s time for CPGs to wake up to this significant opportunity to grow their brands. https://lnkd.in/gz3fYcRX

Insider Intelligence has called it: “Shoppable media has rapidly emerged as a vital part of the advertising ecosystem.” 🛒 The discussions that we have had over the past year with global publishers, e-commerce brands, and agencies confirm the accelerated adoption of shoppable media. While the concept is still in its early stages, shoppable media is quickly becoming an essential part of the advertising landscape. Walmart has taken full advantage of this with their new shoppable video series 'Add to Heart.' Other major players, such as Home Depot and Vizio, have also embraced shoppable series to showcase their products - a strong indication that this trend isn't going anywhere. 📺 🛒 It's a clever move as shoppable media continues to grow in popularity, with the number of shoppable media buyers in the US expected to jump 5.7% this year to 94.2 million. Samsung TV Plus has notably witnessed a 60% growth in global viewership, fuelled by the rising interest in FAST media. 📈 Kudos to Walmart for their innovative series, which blends the notion of entertainment and e-commerce, offering viewers a seamless experience to watch, shop and indulge in the goodness of a romcom. 🛍️🍿 We certainly know first hand the power of a seamless experience, and this is one to watch out for. Checkout Vudoo’s content commerce platform that enables in-stream shopping in ads that can be programmatically served across the open web - reach out for more info! 🚀 https://lnkd.in/gvuXYt-R #commercemedia #shoppablecontent #shoppablevideo #ecommerce #contentcommerce #shoppablemedia

In the early 2000s, the then PRN a retail advertising pioneer, used this phrase in its promotion. Media That Matters In those early days, many marketers laughed at the prospects of retail media reach. I remember in the week we launched the Walmart TV network, the WSJ ran a front page story calling it misguided and a folly. Well, everything starts somewhere. Mondelez said the company will spend roughly 20% of its U.S. ad budget this year on “retail media,” a category that includes the ad platforms of retailers. Their growing popularity is fueled by the troves of data that retailers have about their customers’ shopping habits and their ability to easily measure when an ad has led to a sale. My how things have turned out in the past couple of decades: “The maker of Ritz crackers and Sour Patch Kids candy is spending about 15% of its U.S. ad budget on TV this year, down from 42% three years ago. The company said an additional 9% is going to streaming, meaning that more than three-quarters of its ad spending will go elsewhere. The Rise Of Retail Media The retail juggernauts such as Amazon and Walmart Media offerings have emerged as the main beneficiaries of streamers’ failure to grab all the ad dollars that left traditional TV. To promote its new Oreo Space Dunk, Mondelez turned to social-media sites such as Instagram and TikTok, Halvorson said. It also relied heavily on ads that appear where people already are in a shopping mood: the websites of large retailers, including Amazon and Walmart.” So, if you are young in the business, or in your early 40s or so, stay open minded to new ideas and methods. All things change. You will have time to take advantage of the next thing. #advertisng #retailmedia #cpg #streaming #socialmedia