Richard Donahue

A really interesting case history on #brandstrategy. ““[Liquid Death] sees itself as a media company first and a product second,” observed Young. “The company’s CEO has said in multiple interviews that you can’t ‘own’ an ingredient like canned water, but it could own a unique brand, wrapped in a compelling package, with a bold point-of-view that speaks to a niche audience.” If this can not only be theorized but also successfully executed for a product most people would see as a commodity, how much more true this statement should be for categories with higher intangible value! #brandmanagement #branding #marketingstrategy https://lnkd.in/eaB8mMmw

16

3 Comments

Measurement is key to maximize (and prove) marketing impact. Kroger shares how they hold traditional reach mediums like CTV accountable to actual conversion outcomes. Explore more from LiveRamp's #RampUp24 here: https://lnkd.in/gEfnYkfz

27

3 Comments

Thank you for having me on Greg Stuart! It was great to chat with you about the importance of a marketing team's communication strategy. With the power of data, we marketers must better educate our organization, our CEOs, and CFOs on the value of our spend today, the value over time, and what tradeoffs we are making and why. 

29

1 Comment

This is a must-read for CMOs. Mars United Commerce spoke with CMOs at leading retailers to hear what business challenges they are currently facing. Michele Roney outlines three key capabilities retailer CMOs must build within their marketing organizations to help tackle these challenges. Brand CMOs and CEOs shuold also take note. Link to read it in the comments. #retail #brand #growth #CMO #Marketing

12

1 Comment

Jounce Media's newly published State of the Open Internet Report explains the industry’s chronic bidstream congestion issue and how to address it. This latest research highlights the trend toward consolidation we are seeing on the supply side and is a must-read.

3

Folks, we have an exciting webinar TODAY on the hottest topic in the media industry right now: Retail Media or Commerce Media. We have an outstanding panelist lined up, and you definitely don't want to miss it. If you're a CPG marketer, this topic is a must for you. I assure you that you'll walk away with actionable insights to bring back to your organization. Click the link below to register. Looking forward to seeing you there!

14

3 Comments

Exciting to witness Krispy Kreme's uptick in social engagement and foot traffic from their recent partnership with PrettyLittleThing. However, noticing a sales gap in grocery locations highlights a key lesson: ensuring partnership alignment across all channels is essential for success. Broader distribution requires tailored strategies.

2

1 Comment

This is a must-read for CMOs! Mars United Commerce recently spoke with CMOs at leading retailers to hear what business challenges they are currently facing. Michele Roney outlines three key capabilities retailer CMOs must build within their marketing organizations to help tackle these challenges. Link to read it in the comments 👇

1

1 Comment

Optimizing the digital shelf is key to brand success at leading retailers, but has proved challenging due to the complexities involved. Mars United Commerce is here to help! Join our ecommerce experts, Kristin Wall and Emily Baynard for an exclusive webinar on June 11 to learn how to win and drive growth on the digital shelf at 8 key retailers including Amazon, Walmart, and Target! They'll examine the capabilities at each retailer featured in our latest edition of the Digital Shelf Report, look at recent updates, and offer tips on how to best use the report to drive success on the digital shelf. RSVP link in the comments 👇 #digitalshelf #webinar #ecommerce #brandstrategy

11

1 Comment

How do you drive incremental value as a marketing leader? Take small opportunities and make them big. In this case -- make it black, make it limited edition, make it METAL. Other grills don't look like this, don't get pitched like this, don't sound like this. Thats the point. #brandmarketing #innovation #productmarketing #advertising #brand https://lnkd.in/eMJcudNu

23

8 Comments

Pssst. Marketing leaders. Nervous to ask questions about data clean rooms? Here’s a cheat sheet for you. More of a guidebook, really. We laid out “12 essential strategies for marketers” to help wrap your head around how and why you should be using clean rooms and data collaboration. All 12 are important to understand, but here are my Top 4: 1. Build Richer Audience Profiles Leverage data clean rooms to go beyond basic demographics, combining your first-party data with retailers' email datasets and purchase histories to increase your first party data and better understand your audience. That way, you can compare match rates across channels while keeping personal data anonymous, in order to discover and refine your most relevant audiences. With these insights, you can tailor ad content and campaign strategies to specific interests and lifestyles, driving higher conversion rates. 2. Personalize at scale Now that you have increased the size and wealth of your, you have a better understanding of the specific needs and desires of different segments. That allows you to craft messages that speak directly to your customers. This level of personalization not only captures attention but also fosters a deeper connection with your brand, leading to higher engagement and conversion rates. 3. Retarget high-value, in-market buyers Imagine identifying users who visited your site, downloaded your app, added a product to their cart but didn’t convert. By matching your first-party behavioral data with retailers’ audience segments, you can precisely re-target these potential buyers with a special discount or related product recommendation. Example: Mondelēz International, a large US food and beverage company, collaborated with Pinterest and Albertsons’ Media Collective to enhance their targeting for a new charcuterie board campaign. By reaching in-market consumers who had purchased other brands of crackers, they saw a 16% sales lift and a 19% lift in new buyers! 4. Verify the reach of your campaigns Keeping track of your ad campaign's reach across numerous media channels can be a real challenge. By collecting impression-level data from each media partner through a data clean room, you can get a clear view of your cross-channel delivery and start measuring the quality of your audiences. Precise targeting, with robust data, is only valuable if it's driving results. Ensure you have a solution that is providing you with robust measurements so you can quickly optimize your campaigns. Download the full guidebook and check out all 12 strategies and reach out to LiveRamp with any questions!

20

What really excites me about this campaign is that it validates what we, as consumers, intuitively feel about advertising. Whether we’re alone scrolling late at night or curled up on the couch with family ready to binge our favorite show, mindset matters. Signal loss is real, but the one signal that won’t deprecate is our love of stories. If you know what interests your customers, then reach then when they are watching the shows and movies they love. As a viewer, I’m excited that advertising is going to be a whole lot better. As a member of IRIS.TV, I’m excited that we can make game-changing AI solutions like Captify®, GumGum, KERV Interactive, Pixability, and Silverpush accessible to brand pioneers like CKE Restaurants, Inc. and their CMO Jennifer Tate and marketing innovators like PMG and their visionaries Sam Bloom, Michael Treon, Doug Paladino, and Stephen Governale who are showing us all how to bring the art and science back to marketing. #innovation #marketing #advertising #digitalmarketing #streamingmedia #streaming #ai #adtech #programmatic #FAST #ctv #connectedtv #contextualadvertising

16

2 Comments

📣 📣 Proud to share our news: Yahoo DSP advertisers can now use Kroger purchase data for audiences and measurement. 📣 📣 More relevant advertising means less ad clutter. Ultimately, if we can change the incentives in digital advertising by optimizing against true results – then the entire digital ecosystem gets better. Less ad fraud, less garbage sites – more high-quality content and experiences. #KrogerPrecisionMarketing @8451 #RetailMedia #Programmatic #lovewhereyouwork

35

Disney Advertising and Walmart Connect are joining forces to formulate a more effective strategy around their retail shopping data. With first-party data slowly but surely becoming the standard operating procedure for brands, they’ll continue to work hard on these partnerships. Just prior, “Instacart and NBCUniversal struck a similar deal whereby NBCU advertisers will be able to target and measure campaigns using Instacart’s first-party data.” Welcome to the future approach to data in advertising. #AdTech #Data #Advertising #Technology #Walmart #Disney

1

The ANA Masters of B2B Marketing is over and yesterday was a big day filled with content and insights. You can listen to the highlight topics below. Message me if you want to know more. #ANAB2B #B2B

22

2 Comments

Measurement is key to maximize (and prove) marketing impact. Kroger shares how they hold traditional reach mediums like CTV accountable to actual conversion outcomes. Explore more from LiveRamp's #RampUp24 here: https://lnkd.in/gfAzGy9c

3

Check out this white paper from Kantar and Google that unveils strategies for influcing today's omni-channel shopper. One are that is pointed out is that since 2019, time spent in-store decreased 7% across retail according to Placer.ai

13

Adtech M&A is certainly heating up. Last week Digiday reported that Teads is exploring various sale options. This kind of news piques our Quo Vadis curiosity. So we did our best to puzzle together a fundamental valuation model. As imperfect as it may be, our model tells us that $2.2 billion is close to the magic number. Get the details and see how we get there: https://lnkd.in/ee6wEyXM Subscribe to Quo Vadis to follow this very interesting adtech valuation story! #adtech #programmatic #radicaltransparency

129

18 Comments

Retail media is boring and Bad Impressions is back with new cohost Matt Walsh. "Oh Retail Media so exciting actually" oh yeah it rocks so hard that big box stores have ripped of Amazon's rip off of Google's physical product search marketplace and assorted semi-display placements, I would love to talk about that for hours, it's so novel and cool. "Oh it's about so much more than that" no the investment and ROI scale is all just those products. "Oh well everything else about it, is about to scale bigtime" hmm well if you listen to the episode you'll hear my take on that. Available on Spotify as linked but basically also every other major podcast platform. Follow us on the podcast platform and/or on LinkedIn because we've got lots more mouthing off to do after a couple years on the sidelines. #retailmedia #podcast #podcasts #marketing #advertising #digitaladvertising

10

3 Comments