Dana McGraw’s Post

Retail media is revolutionizing the advertising world! ��� There’s a major shift happening in the advertising industry, and it's all about retail media. Once a niche concept, retail media has skyrocketed to the forefront, becoming a crucial revenue stream for major brands. Here’s what you need to know: What does retail media include? 💠On-site advertising: ads and videos on a retailer’s website, app, or physical stores. 💠Off-site advertising: using a retailer’s first-party data to target customers on third-party channels like social media. How big is the industry?  The numbers are staggering: 💠Global spend: expected to reach $140 billion this year, accounting for over 20% of all digital ad spending. 💠Amazon's revenue: $46.9 billion from retail ads, making it the third-largest advertising platform in the U.S. 🦁 Industry Insights from Cannes Lions: The recent Cannes Lions festival highlighted retail media’s importance, with major deal-making and discussions on partnerships between retailers, content providers, and ad tech companies. Stay tuned for more updates as this exciting industry continues to evolve! For more in-depth details, check out the full article: https://lnkd.in/dsZejdRu  #RetailMedia #DigitalAdvertising #MarketingTrends #CannesLions #AdvertisingIndustry #BusinessGrowth

With Vizio's 18 million active accounts and ACR data, Walmart Connect is poised to redefine the retail media landscape, driving personalized advertising to new heights. This move marks a seismic shift in the retail and advertising ecosystems, creating new opportunities for innovation and impact. https://hubs.ly/Q02nCX3p0

As the digital marketing setup shapes up, retailers are morphing as content creators with the "content to commerce" approach. This pathway assures a smooth journey for the customers—from engaging content to transactions—but should be handled sensitively, as it opens up the possibility of losing consumer trust. Some, like Drew Cashmore of Walmart, will further argue that the point is in the authenticity and value of the content itself, ensuring it complements the shopping, not overshadowing it. From the social network to CTV, the platform expansion multiplies possibilities but challenges the brand to keep the essence. This is, in fact, an exit of third-party cookies, where the principles remain: authenticity, consistency, and value for the future. For example, retail media bases their approach on creating a much deeper trust-based relationship with the consumer and posits that such a relationship is the very basis for not just present marketing but future marketing as well. #RetailMedia #ConsumerTrust #MarketingStrategy Image by Adrian from Pixabay

The more things change, the more they stay the same. I have really enjoyed seeing innovations in self-service and the ability to better integrate retail media into the entire media ecosystem. PubMatic is making some very exciting moves in the space to help deliver on the incredible opportunities that retail and commerce media can provide. If you aren't integrating retail media into your holistic media strategy, you are doing it wrong! Hope you enjoy the quick read. https://lnkd.in/gUYp-W7m

Retail Media is growing and this article has some great commentary here. The problem I have is that this is not solely an Ad tech issue, it is a strategy issue internally and externally. Retailers traditionally when making their first round of Ad tech decisions, base them off where their CPG’s partners were spending the most money. That meant an easier path to make retail media grow. Those Ad Tech players had very little experience working with retailers or understanding their outcomes. They did not understand how internally Shopper Marketing teams or Merchants play a role. Yes, when done right, Retailers should be looking at Ad Tech based off the outcomes that can be delivered and not the current monetary flow into a specific DSP. The future growth of retail media will be measured on incrementality, increased store sales or category growth. Those technology providers who cannot drive those outcomes should take a back seat. https://lnkd.in/ejBheKPC #retailmedia #adtech #incrementality #measurement #shoppermarketing

Retailers are capitalising on the advertising landscape by transforming into dynamic ad platforms. In 2023, Amazon earned $46.9 billion from advertising, primarily sponsored ads on its site. Leveraging customer data and digital infrastructure creates targeted brand advertising opportunities, driving new revenue streams and enhancing customer engagement. This strategic pivot underscores the evolving intersection of retail and technology. https://lnkd.in/gGnnPXYi

Over the next few years, retail media will account for more new search ad dollars, and by 2027 it will represent well over a third (37.2%) of the market. So interesting how the advertising industry can change year-to-year. In 2021, large CPG brands were testing out retail media outside of the largest two (Amazon and Walmart). Fast forward to 2024 and there are many more retailers with RMNs. Product search is the easiest way to drive awareness, but in a competitive product category, CPCs can be costly to brands with less awareness or loyalty and smaller budgets. #retailmedia #productsearch #paidsearch #drivingawareness #cpgindustry

#Retailmedia networks — the advertising publishing platforms — of e-commerce, retail and consumer companies like #Amazon, #Walmart and #Kroger are attracting billions of dollars in advertising, according to data from eMarketer and GroupM, the media investment arm of WPP, the world’s biggest advertising group. Global retail media ad spending is expected to more than double from $114.18 billion in 2023 to $233.89 billion in 2027, according to eMarketer. https://lnkd.in/eFEht9iN

Publishers now play a bigger role in retail media. Previously retail media deals were mainly between brands and retailers, but ads are now also being served on third-party sites like Facebook and news websites. Half of publishers worldwide are prioritizing building long-term partnerships with agencies and brands, per Criteo. But 20% say a lack of direct access to commerce advertisers or budgets and commerce data is preventing them from their full commerce media potential. 37% of publishers worldwide believe that their websites will more closely resemble a retailer’s website in three to five years as publishers adopt more retail media-like models. So what?? With an increasing share of retail media ad spend going to display advertising, it’s imperative that retailers, agencies, and brands understand the importance of third-party publishers. Retailers may have the data, but they don’t necessarily have an engaged audience (unless they own their own streaming platform the way Amazon does). As retail media spend increases and moves up the funnel, publishers will play an even more important role in retail media buys … This will effect everyone — professionally and personally. Heck with Albertsons. Read this, soon. Slàinte☘️! #RetailMediaNetwork #Commerce #ConsumerBehavior #BrandAwareness #EmergingTrends #BusinessIntelligence #ArtificialIntelligence #AI #DeepLearning Source: Insider Intelligence ✦✦✦ Stephen Carter King Chief of Growth and Marketing and Beerconomist + CEO of Beerconomy & Co. with beer market trends, analyses, and news Steve@KingsCrossing.com • Kings Crossing

It’s time to get out of the sandbox and see the true value of #retailmedia. Scale, security, efficiency and visibility should not be on the “wish list”. Reach out and hear why the top media companies leverage Operative.