Adrian Williams’ Post

Part 3 of 3: Super Bowl week continued with three forms of validation of our commercial’s success: Our Chief Revenue Officer walked into a management meeting reporting that our brand had been elevated in a major way thanks to our commercial. His team was having calls with excited customers looking to learn more about what we do. Using our own revenue intelligence software, I tracked hundreds of customer calls mentioning our commercial, confirming that we had, in fact, hit the right audience with the frugal regional targeting of our media spend. Super Bowl week marked a new all-time record for our company’s sales pipeline creation. We had created more new business opportunities than any other single week in our company’s history. Armed with these positive metrics of our commercial’s success, I presented our results to our CFO, who agreed that it was a brilliant investment on our company’s behalf. He also helped me secure a much larger investment in the following year’s Super Bowl. Even though our company was a relative latecomer to the market, as the third player to enter a market with two existing players, our brand grew so quickly that it went on to dominate our industry for years to come, gaining the lion’s share of the market within a few short years. This is Part 3 of 3 of our Super Bowl story. Read Part 1 here: https://lnkd.in/gnW2pNvf Read Part 2 here: https://lnkd.in/gsZtuV5D

Insights Alert from Accelerant Research 📢 We conducted an Ad Test of Kroger's “Magic happens when we bring new traditions to the table” with 250 American consumers to gauge their reactions and opinions. Here’s what we uncovered: 🎯 Brand Recall: 50% of respondents recognized the brand being advertised. 👍 Likability: More than half (71%) expressed a positive response to the ad. 📺 Engagement: 71% mentioned they'd probably watch the ad in its entirety if aired on TV. 🛍️ Intent: Over half (66%) displayed a likelihood to purchase or use the product/service. Our Video Dial Test Results further elaborated on the sentiment journey throughout the video's duration. 🔗 Click here to see the full results: https://lnkd.in/g2xFWPqs How does your brand measure up? Reach out to learn more. #MarketResearch #AdTesting #ConsumerInsights #AccelerantResearch #HolidayAd #Kroger

A really insightful discussion. Interesting how the US and Europe are approaching this. It does seem to me that actually there are huge similarities with Retail Media and Sports companies, both have 'in-store' and 'off-site' audiences and how they want to connect and monetise them. #advertising #retailmedia #sportclubs #media #publishing #audiences #monetisation ADvendio Salesforce

Today. Straight from the show floor! 🎥 Are you wondering what grocery leaders are talking about now? Scroll no further. Our friend Luke Beatty, SVP of Digital Commerce at Acosta Group, reveals what's top-of-mind for his retail and brand clients! Hint: Navigating Digital Content is part of it! 📢 Like this post and you'll see more same-day LIVE coverage from our favorite Grocery show floor to your newsfeed 🛒💨🔥 #GroceryShop2023 #RetailTrends

Science-driven measurement is our love language. ❤️ So naturally, we made measurement the topic du jour for Kroger Precision Marketing’s final day of panel discussions at Cannes Lions International Festival of Creativity. In collaboration with Omnicom and VaynerMedia, KPM brought together industry thought leaders from Yahoo, OMD USA, Meta and DoubleVerify for conversations on the Croisette. A few key takeaways: 🔑 Ensuring clean and responsible data signals is key to making advertising more efficient and effective. 🔑 Utilizing comprehensive data sets allows for a more nuanced understanding of consumer behavior and campaign success. 🔑 Effective advertising strategies now involve deep collaboration between brands, retailers and agencies to ensure seamless integration and optimization across all channels. 🔑 Social media should be at the center of organizational strategy, providing vital consumer insights and allowing for real-time testing of advertising effectiveness before larger-scale media buys. 🔑 What constitutes quality and suitability can vary greatly between brands, and standards should be flexible enough to accommodate these differences. 🔑 Retail purchase signals offer new insights for audience understanding and campaign planning, allowing for more precise and impactful marketing strategies. Thank you to all our panelists and attendees for making this event a success. Together, we are shaping the future of media investments! #CannesLions #KrogerPrecisionMarketing #8451Proud #Advertising #Media

Don't rent your audience! Sure there might be some success but it will only be short-term. When you spend money on marketing, ask yourself, "How is this going to help me build my audience?" You want to be the owner of your customer's data, not a renter! For great ways to drive awareness and build your customer database click the link below to view my 7 free restaurant marketing training videos: https://lnkd.in/gJu-8M7k #restaurantmarketing #customerdata #customerdatabase #emailmarketing #radiomarketing #socialmediamarketing #marketingtactics #marketing2023

It was an insightful couple of days at ADWEEK's #Commerceweek '24! Fresh from the bustling streets of Manhattan, Client Director Tara Hekmat shares her top 3 takeaways. 🗽 🛍️ Center the shopper: The consumer reigns supreme in every decision we marketers make. Dive deep into the importance of personalization and connection, as highlighted by industry leaders, like Amanda Bopp from Kate Spade and Kofi Amoo-Gottfried from DoorDash. 📈 Test & Learn: Continuous improvement is the name of the game. Discover the power of experimentation, with insights from Mondelēz' Steve McGowan and Campbell Soup Company's Marci Raible. 🍪 Adapt: Embrace the downfall of the #cookie and welcome a new era of innovation. Explore alternative targeting strategies (i.e. #retailmedia) and seize the opportunity to redefine online marketing, with insights from Chicory co-founders Yuni Baker-Saito and Joey Petracca. ADWEEK's Commerceweek 2024 exemplified the ongoing transformation in the retail and commerce marketing landscapes. Let's take these challenges and turn them into opportunities! SMG

🏈 There's much more to the Super Bowl than a coveted ad spot: the ~$17 billion shopping event that surrounds the game is a perfect opportunity for brands to impress across the digital shelf and win new buyers. That's where Profitero comes in. Our trusted automations, actionable data and cutting-edge insights let brands see the market through the quarterback's eyes to plan and execute a winning Super Bowl strategy. 💡 Here's a quick look at how winning brands prepare for success ahead of the big game. To learn more, see the link here 👇 https://lnkd.in/erNz3PRf #SuperBowl #SuperBowlLVIII #eCommerce #digitalshelf

Great to attend Add3 Amplifying the Digital Shelf event yesterday in London. thank you James Hamlin and Paul Uhlir The panel was ably chaired by Nicola Anderson to dive into the Upsides and Challenges of Retail Media which is currently set to become the fastest growing advertising channel ever ! Topping $128.2bn globally in ad spend in 2023 and set to overtake linear TV by spend in the next few years. Retail media experts on the panel were Ed Feast who talked about air fryers making his lunch at SharkNinja 😀 , Forest Kwok who helped us understand the use of retail media for a primary DTC brand at Vitl and David Alonso Martinez who is driving Gopuff Ads as a retail media player in the fast delivery space. One of the big challenges of retail media is measurement and attribution. Like Brand Search : retail media was being accused of being a goal hanger taking credit for other media channels set ups. The truth is even more complex than disentangling the role of brand search in a measurement attribution journey. It inspired me to write a blog post on how to measure retail media properly. I've put the link in the comments for all my measurement and data analytics friends on LinkedIn who want further reading on this increasingly critical topic. #RetailMediaAttribution #DataDrivenMarketing #Metageni #customattribution