Top retail media articles for home page
September 7, 20227 minute read A few years ago, Amazon Advertising was essentially the only platform a brand had to focus on when it came to retail media. But the pandemic helped push digital innovation at every omnichannel retailer, including the launch and development of retail media offerings. Importantly, these retailers expect their big brand partners to […]
2 minute readWalmart Connect, like its omnichannel peers’ retail media businesses, consists of 1P and 3P brands spending to get placement on featured products, brand amplifiers, and display banners around the site. Walmart has recently started communicating that its programmatic offering powered by The Trade Desk (TTD) is available to all brands that use TTD (after […]
1 minute readOne reason new retail media networks might not take off has nothing to do with scale, audience quality, attribution, or ROAS. It’s the people. đź‘€ And more specifically, talent and capacity at brands (i.e. the advertisers).
We have a big problem: CPG brands have underinvested in shopper marketing teams. These teams are charged with understanding the consumer and getting them to convert. Available options were previously constrained within the four physical walls of a retailer – endcaps, coupons, signage, discounts, and so on were the tools of the trade for influencing market […]
March 22, 20223 minute readHow CPG Organizations are Evolving with Digital In the latest Stratably Discussions session, I talk with Todd Hassenfelt, eCommerce Director, Growth Strategy and Planning at Colgate-Palmolive. Todd and I discuss how digital mediums have fundamentally altered the consumer’s path to purchase, upending how consumer brands have traditionally organized and how they evaluate marketing […]
March 16, 20222 minute read Organic results are dying a slow death on Amazon. And if it’s happening on Amazon, you can bet it will happen at each of its rivals that have launched a retail media network.Ads are typically characterized as misleading and annoying.Of course the user doesn’t want TikTok to just show them branded hashtag […]
March 15, 20222 minute read In the future, brands will not limit themselves to advertising only on retail media platforms where they sell their products.
March 9, 20222 minute read Amazon’s ascent to $31 billion in advertising revenue has driven every retailer to launch a media network. It’s difficult to overstate the impact this will have on consumer brands.Organizations are transformed:Artificially constructed silos that pigeonhole teams into activating on only certain channels (e.g. social media or retail media) will be replaced with […]