Crealytics’ Post

𝗥𝗲𝘁𝗮𝗶𝗹 𝗠𝗲𝗱𝗶𝗮 𝗔𝗿𝗺𝘀 𝗥𝗮𝗰𝗲 𝗛𝗲𝗮𝘁𝘀 𝗨𝗽 𝗮𝘀 𝗔𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗲𝗿𝘀 𝗦𝗲𝗲𝗸 𝗔𝗹𝘁𝗲𝗿𝗻𝗮𝘁𝗶𝘃𝗲𝘀 𝘁𝗼 𝗖𝗿𝘂𝗺𝗯𝗹𝗶𝗻𝗴 𝗖𝗼𝗼𝗸𝗶𝗲𝘀! 🚀 Advertisers are facing a growing number of options for where to spend their ad dollars, as more and more retailers are launching their own retail media networks (RMNs). 🚀 This fragmentation has made it difficult for agencies to decide how to best allocate their clients' ad dollars. 🚀 Some agencies are spreading ad dollars out across multiple RMNs to diversify their risk, while others are doubling down on larger RMNs. 🚀 The growth of RMNs is likely to continue, as more retailers see the value of using their first-party data to target and measure advertising campaigns. 🚀 Agencies will need to be careful not to spread their clients' ad dollars too thin, and to focus on RMNs that can demonstrate their effectiveness. Some experts believe that the retail media gold rush is just getting started, and that more networks will emerge in the years to come. However, others believe that the market is becoming too complex, and that it is time for someone to disrupt the status quo and make retail media so simple, you'll think it's magic. Digiday #retailmedia #retailmedianetworks

The proliferation of new ad networks across various industries, such as United Airlines and Costco, highlights a trend where companies leverage their extensive consumer data to capture ad revenue. Our very own, Steven Frey, calls out the challenge marketers face in discerning which new ad networks are genuinely committed to long-term success versus those quickly set up to capture incremental revenue.

Demand gen doesn’t work in Google Ads. Or does it? When this ad type came out, we tested it extensively at Y&D. We used all available formats, tested tons of creatives, and we tested it across two dozen accounts. The result? FAIL. Similar to Display, it was an absolute waste of time and money. However, a few weeks ago, a client of ours in the gifting niche was getting ready for German Mother’s and Father’s Day, so we decided to give it another crack. The result this time? Check the screenshot. I feel like several things need to come together to make this ad type pop: - Fantastic products - Eye-catching creatives - Laser-targeted audience - Urgency/scarcity I think especially the last part was the decisive factor for the success of Demand Gen this time. I’m not going to get too excited about Demand Gen just yet, but this goes to show that you just have to continually test and question your own beliefs. Have you used Demand Gen yet? What’s your experience with it? #googleads #ecommerce #demandgen

Retail media advertising is projected to be a +$55 billion business by 2024. So, what can brands and retail media networks do to make the most of this valuable tactic? Cadent's Matthew Lantier, Senior Account Executive, shares how retail media is shaping the ad industry, the importance of first- and third-party data, and why RMNs need end-to-end solutions for cross-screen media activation. https://ow.ly/WkGe50Q3eP3

Retail Media is rapidly evolving into Commerce Media as categories such as finserv, travel also now using first-party commerce data used to power ads experiences across traditional and differentiated inventories (e.g. seat-back screens, displays built into petrol pumps, electronic device home screens, and more). How do you go about building a commerce media platform that powers the creation of audience data that would be interesting for advertisers? Fortunately Snowflake AdTech Field CTO James W. Warner has some pointers, and a handy reference architecture in this article. Thanks Jim!

This is a great piece James W. Warner! I love it when I come across a novel post like this. You paint such a simple picture showing how Snowflake + first party data + data clean rooms is an alternative to cookieless marketing. As I play this future out your causing me to wonder if this alternative solution does not become the next front for #dataprivacy and security legislation? Yes, you’re not technically sharing the data but the capability to track a consumer across commercial data sets is still there. Next, I’m considering how some global #consentmanagement solution could be part of the equation, because many of us will want the “know me” experience and convenience that comes with that capability. What do you think James W. Warner and Lee Hammond? There’s a lot to unpack here, but I’ll stop there before I start pondering how smart contracts on Snowflake may add certain advantages. Thanks again for this write up and the thoughts you’ve inspired for me this morning. #datacleanrooms #cookieless #snowflakedatacloud

Last night, Nine announced at their annual Upfront soiree that they will be entering into the Retail Media space, with sales boss Michael Stephenson stating they are "in early conversations with the likes of Cartology - Part of the Woolworths Group, Coles360 and David Jones to strike partnerships" and "sees a gaping hole in the market and thinks Nine can fill it". While there is still much to be uncovered for Nine and all major broadcast partners in Australia, there is a world where there is a win/win/win scenario for all parties in the ecosystem for those who embace what's ahead of us, which should see: ✅ a win for the media vendors who plug inventory into Retail Media Networks, offering targeted ad placements with relevance, reach and recency ✅ a win for the retailer (by launching a new high margin revenue model via Retail Media, where they can act as a both a publisher across their owned media assets as well as a connector to other media for addressable off-site placements) ✅ a win for the supplier who minimises media wastage in their marketing mix by utilisting the retailers 1st party data to target their end customer. This follows in the same vein that has seen the likes of Walmart Connect plug into CTV offering Roku Inc. and The Trade Desk, as well as Kroger plugging into the reach machine of Disney Advertising and is a sign that Retail Media is starting to shape the entire advertising ecosystem with retail media networks sitting at the center of it. And if you can't beat it, you might as well join it #retailmedia #nine

#Programmaticadvertising has revolutionized the world of #digitalmarketing, offering a data-driven, #automated approach to ad buying and placement. This innovative #advertising strategy has rapidly gained popularity among #marketers. Read more- https://lnkd.in/dxtR_B_T

Amidst 2023’s challenging advertising market and declining ad sales, the digital media industry is experiencing a paradigm shift. Companies that thrive see this adversity as an opportunity to reassess their go-to-market approach and implement strategic changes to enhance their long-term success. Alexander Group has identified five key trends that are shaping the pure play digital market leading into 2024. https://lnkd.in/gc3bXy_5 #media #advertising #gotomarketstrategy #pureplaydigitalmarket Tim Meuschke Alexandra Pitcher

'tis the season to be jolly and all that, so retail advertisers this is for you.... To gain a comprehensive understanding of how effective digital advertising is in generating sales, retail marketers must connect digital efforts with offline consumer behaviours. Check out @StackAdapt’s blog and learn how to create an impactful programmatic retail advertising strategy that assesses both online and offline campaign influence: go.stackadapt.com/SbV4WAjx