Carryl Pierre-Drews’ Post

🚀 Costco’s Big Move into Retail Media: What It Means for Advertisers and Its Future 🚀 Read the end to see our take! Costco is stepping into the retail media arena with a new ad network, leveraging its vast membership data. This move signals a significant shift for the retail giant and offers exciting opportunities for advertisers. Here’s why Costco’s new initiative could reshape the industry: 🔍 Key Insights: Harnessing Membership Data: Costco’s ad network taps into insights from 74.5 million household members, targeting customers based on shopping habits and past purchases. This precision allows advertisers to connect with the right audience at the right time, both online and in-store. Strategic Late Entry: Though late to the retail media party, Costco is making a calculated move. By capitalizing on its loyal customer base and rich data, Costco can offer a powerful advertising platform that enhances targeting and engagement, potentially setting a new standard for personalized marketing. Unique Value Proposition: Unlike competitors, Costco links individual purchases to household memberships, providing unparalleled insights into consumer behavior. This capability allows for highly personalized advertising, directly influencing purchase decisions. Reinvesting Ad Profits: Costco plans to reinvest profits from its ad business to keep prices low for customers, maintaining its competitive edge and customer loyalty. This reinvestment could also fuel further innovation in their advertising strategies. Growth Potential: As demand from brands and agencies grows, Costco’s retail media network could unlock substantial new revenue streams. This initiative not only boosts advertising opportunities but also strengthens Costco’s overall value proposition for both customers and advertisers. 🔮 What’s Next for Costco? Enhanced Customer Insights: Expect Costco to dive deeper into customer analytics, refining ad targeting to be even more precise. Expansion of Ad Offerings: Look for new advertising formats and channels, integrating more seamlessly with Costco’s online and offline experiences. Potential Market Leadership: With a successful rollout, Costco could become a leading player in the retail media space, influencing industry practices and standards. 💡 Takeaway: Costco’s entry into retail media is set to revolutionize targeted advertising, leveraging its rich membership data to create impactful ad campaigns and offering a fresh approach in a competitive landscape. Keep an eye on Costco—they’re poised to become a major player in retail media! #RetailMedia #Advertising #DigitalMarketing #CustomerEngagement #DataDriven #Innovation #Costco #Marketing #FutureTrends Credit & Source: https://lnkd.in/eK_muh-m by Ryan Barwick

Retail Media Networks have started behaving more like media networks than retailers, and I am here for it. In case you missed it, two giant retail media networks have opened up to near-endemic and  non-endemic advertisers in the past few months. Walmart Connect in April, and now Albertsons Media Collective Walmart: https://lnkd.in/dBmKERhJ Albertsons: https://lnkd.in/dUCh_VtP btw, both are targeting advertisers from the same industries- automotive, entertainment, financial services and travel. However, it’s interesting to note that both have a very different type of offering for non-endemic advertisers. Walmart Connect’s offering is rooted primarily in data monetization. Non-endemic advertisers can leverage Walmart’s first party audience data for targeting shoppers on Walmart’s offsite network - walmart’s onsite inventory is NOT available to them. On the other hand, Albertsons Media Collective is monetizing its onsite ad inventory - only caveat being, the inventory available to non-endemic advertisers is on post purchase pages like order confirmation page. Now, why am I so excited about this? Four reasons. Three reasons come from the way retail media is evolving. The fourth one gives me bragging rights. Why is this a good thing for the retail media industry? → RMNs leaning exclusively on endemic brands are bound to hit an ad revenue ceiling - after all how much ad spend can be extracted from the same set of advertisers? → Thanks to first party targeting, non-endemic ads need not be irrelevant eyesores for shoppers - additional media dollars flow in without impacting shopper experience → Retailers get to charge advertisers a premium - third party cookies are dying, non-endemic advertisers also know that retail media is their best bet The fourth reason and why do I get bragging rights? → At Osmos, we foresaw this evolution in retail media. Hence, we already have the tech to enable non-endemic advertising on retail media networks - whether they want to go the Walmart Connect way or Albertsons Media Collective way. #retailmedia #non-endemic-ads #walmart #walmartconnect #albertsons #albertsonsmediacollective #osmos #offsite

The European retail media market is predicted to grow massively, reaching €25 billion by 2027! But for advertisers, especially CPG brands, navigating this complex landscape with over 80 networks can be extremely challenging. I came across this report put together by the folks @The Mars Agency, evaluating 9 major networks across 5 key areas: Targeting, Measurement & Reporting, Media Opportunities, Innovation, and partnership. For CPG brands, retail media unlocks huge opportunities to engage shoppers closer to purchase. But without apples-to-apples comparisons on targeting sophistication, measurement capabilities, media opportunities and more, determining optimal investments is difficult. I believe this report offers a much-needed comparative framework and guidance on evaluating these networks. From the report, it’s clear Amazon Ads is lagging on their Media Opportunity due to the lack of access to social media networks. This is true for now. As announced recently, Amazon is poised to deliver a huge blow with their retail media expansion to social media platforms. I expect their upcoming integration with Facebook/Instagram and Snapchat will be an advertising earthquake. Why? Because Amazon unlocking their millions of shopper data and targeted ad capabilities for Meta's platforms threatens the ascension of any challenger. Networks lacking retail-caliber data assets may struggle to keep pace. Read the report to see what I mean. Brands typically had to choose between hyper-targeted but closed-loop retail media options vs. broad social reach. Soon they may get the best of both worlds through Amazon. And based on the sales measurement sophistication we've seen from Amazon Marketing Cloud, I predict their ability to connect social ad exposures directly to purchases will surpass Meta's increasing AI-driven efforts on the conversion attribution front. It also means all CPG brands selling on Amazon should re-evaluate the platform as a new driver of not only ecommerce sales but also brand awareness and consideration via social channels. First-movers here stand to gain an advantage. ⚡ Personally, I have a painful experience with Meta Ads and I rather stay away from them. Who hasn’t experienced having their ads account suspended for no clear reasons or even a channel to appeal the decision? Perhaps Amazon Ads platform of the future will help us circumvent the painful experience of advertising directly on Meta Ads. Link to the report is in the comments. 

The European retail media market is predicted to grow massively, reaching €25 billion by 2027! But for advertisers, especially CPG brands, navigating this complex landscape with over 80 networks can be extremely challenging. I came across this report put together by the folks @The Mars Agency, evaluating 9 major networks across 5 key areas: Targeting, Measurement & Reporting, Media Opportunities, Innovation, and partnership. For CPG brands, retail media unlocks huge opportunities to engage shoppers closer to purchase. But without apples-to-apples comparisons on targeting sophistication, measurement capabilities, media opportunities and more, determining optimal investments is difficult. I believe this report offers a much-needed comparative framework and guidance on evaluating these networks. From the report, it’s clear Amazon Ads is lagging on their Media Opportunity due to the lack of access to social media networks. This is true for now. As announced recently, Amazon is poised to deliver a huge blow with their retail media expansion to social media platforms. I expect their upcoming integration with Facebook/Instagram and Snapchat will be an advertising earthquake. Why? Because Amazon unlocking their millions of shopper data and targeted ad capabilities for Meta's platforms threatens the ascension of any challenger. Networks lacking retail-caliber data assets may struggle to keep pace. Read the report to see what I mean. Brands typically had to choose between hyper-targeted but closed-loop retail media options vs. broad social reach. Soon they may get the best of both worlds through Amazon. And based on the sales measurement sophistication we've seen from Amazon Marketing Cloud, I predict their ability to connect social ad exposures directly to purchases will surpass Meta's increasing AI-driven efforts on the conversion attribution front. It also means all CPG brands selling on Amazon should re-evaluate the platform as a new driver of not only ecommerce sales but also brand awareness and consideration via social channels. First-movers here stand to gain an advantage. ⚡ Personally, I have a painful experience with Meta Ads and I rather stay away from them. Who hasn’t experienced having their ads account suspended for no clear reasons or even a channel to appeal the decision? Perhaps Amazon Ads platform of the future will help us circumvent the painful experience of advertising directly on Meta Ads.

Today’s #retailmedianetwork landscape could be compared to the California gold rush of the 1800s. Google’s third-party cookie is finally crumbling, making gold out of the alternative first-party data as #retailers chase audience insights. The promise of wealth, or in this case, ad dollars, has the marketplace heating up with scads of #retailers, from first-movers like Amazon to newcomers like Wawa convenience store — even to the unsuspected like Cars.com automotive company. By the end of this year, #retailmedia ad spend is expected to make up one-fifth of worldwide digital ad spend, scooping up $140 billion, which is up from the forecasted $115 billion in 2023, according to EMARKETER. Retail media is a growing space, no doubt. Especially as #advertisers are eager to plug the holes #Google's third-party cookie deprecation is leaving behind. But that growth has led to fragmentation as agencies grapple with where to spend client ad dollars that’ll give the most bang for their buck. “From where we sit as an agency, it’s certainly making our lives and our day-to-day work more exciting, more challenging,” said Ethan Goodman, evp of digital commerce at The Mars Agency. In regards to the biggest players in the space, like Amazon Ads, Roundel (Target’s retail media business), Walmart Connect and Albertsons Media Collective, he said, “They have significantly improved and scaled their capabilities — their audience and targeting capabilities, their measurement capabilities. Really practically, they’ve improved their channel offering and the breadth of their channel capabilities.” Digiday caught up with Goodman and other agency executives to talk about how the retail media competition is looking — and the players most on their radar. Story by Kimeko McCoy

We get it: the holiday season always sneaks up quickly. It’s intense, competitive, and dynamic. And with retailers expecting shoppers to spend less this year because of the economy, successfully converting consumers will come down to 🕓 good timing, 🎯 precise targeting, and 🤩 compelling offers. Programmatic Direct Mail can help you engage those who are in-market to buy from your brand where they start most of their holiday shopping: at home. 🛒🏠 To help you get ahead this holiday season -- since there's snow time like the present (too soon?) -- we’ve made a brief seasonal event countdown list with tips on the ideal timelines, creative formats, and mail classes for your PDM campaigns. Check it out. Yule won't be sorry! https://bit.ly/3ZeOm7O

DID YOU KNOW: Retail media is now the 3rd largest digital channel in the world, predicted to overtake social advertising in the next 5 years to become the 2nd largest, just behind paid search. 📈 Learn how brands are adapting to the changing retail media landscape here: https://lnkd.in/gd3N4uWv Key takeaways include: ⚡️ 96% of marketers reported successfully achieving their desired brand impact with retail media campaigns in 2022 🛒 Retail media advertising provides a seamless experience for consumers - 3 in 4 consumers do not mind targeted retail media ads 📱 Retailers with logged-in user bases offer valuable customer data and audience targeting for brands Take on the new era of retail media with panda ads today 🤝 https://lnkd.in/g_Cu2Ni5 #RetailMedia #DigitalAdvertising #pandaads

Since Costco is already selling holiday decorations, I guess I'm a few weeks late with this one :). Whether your a buyer or a seller, here are some interesting insights on holiday shopping behavior. For marketers, let's talk how we can help develop multi-channel targeting campaigns during the holiday season... fyi... it's already started!

From innovative ad formats to enhanced targeting capabilities, several updates are revolutionizing the way brands connect with consumers in the retail space. Check out this insightful article highlighting the 10 biggest retail media network updates for 2024.

Whether through the precise #targeting capabilities of retail media networks, the relevance of audience and #contextualdata, or the novelty of emerging channels and formats, there are ample opportunities to connect with Mother’s and Father’s Day shoppers as they seek thoughtful gifts for their loved ones. Uncover the latest shopping trends leading up to these holidays as well as best practices to reach shoppers ⬇️ https://lnkd.in/dyVtWi3f #mothersday #fathersday #digitaladvertising