Abhi Gupta

Here’s what’s happened the last two weeks in Retail and Commerce Media 🛒 💹 • NBCUniversal and Instacart team up in the latest effort to link CPG data with media buys. NBCU and Instacart are collaborating by linking their first-party data to target advanced audiences and measuring the impact of campaigns on Peacock and other streaming services. They will anonymously match Instacart’s more than 7 million active monthly users who use the service for delivery from 1,500 retailers nationwide with Peacock’s 31 million subscribers. https://lnkd.in/d94ytmKe • Disney Advertising struck a deal with Walmart Connect that allows advertisers to target Disney’s streaming portfolio, including Disney+ TV and Hulu, using Walmart’s shopper data https://lnkd.in/dmzrN_B4 • PubMatic released a report on how to make retail media work for you in Australia 🇦🇺 https://lnkd.in/ddb5b2d2 • CVS Media Exchange (CMX) bets on solving the measurement gap to stand out in the retail media landscape https://lnkd.in/d4QE6qrF

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More than just media.

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How often do you leverage old-school approaches like direct buying, contextual advertising, and brand lift studies? See why legacy strategies like these are making a comeback as advertisers adapt to signal loss 👇 #DigitalAdvertising #Adtech

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I have to talk more about the Walmart Roblox physical marketplace powered by Sawhorse Productions Nic Hill As you know since 2009 I have being in the space of immersive technologies, and the promise of connected products was out there since then. But enabling the right infrastructure is never easy - specially thinking of mass adoption. Innovation becomes utility when it solves a problem for many, and it is adopted by a multitude with the minimum friction possible. Walmart Discovered phygital marketplace is a bespoke use case where a powerful retail giant take the lead in using games to empower communities, and eventually create a path for physical products consumption. It is straight forward experience, part of the world of Gen-alphas on Roblox. Some personal take aways from this launch: • games are major tool for comms with next gen • bring your product inside a tool your customers like •leverage your community power •expand e-commerce behind the scrolling 2D standards •make it fun! Well done to all involved and once again, special kudos to Justin Breton 🌸

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🚀 Advancing Personalized Marketing with AI in 2024! 🚀 In the rapidly evolving landscape of digital advertising, #personalization is key to connecting with your audience. 🙋🏻‍♀️ Nielsen's latest insights highlight how #AI is revolutionizing personalized marketing across digital ecosystems. 🤖 Here's a snapshot of the #trends and #strategies shaping the future 🚀: ✅ AI-Driven Personalization: Leveraging AI to analyze vast amounts of #data allows marketers to deliver highly targeted content and ads, enhancing customer engagement and loyalty. ✅ Predictive Analytics: AI-powered predictive #analytics can forecast customer behaviors, optimizing marketing strategies and improving ROI. ✅ Navigating the Post-Cookie World: As third-party cookies phase out, marketers need to adopt new identifiers and measurement tools to maintain effective personalized marketing. ✅ CTV and Digital Media Synergy: Combining first-party IDs and device IP addresses in connected TV (CTV) offers new opportunities for targeted advertising. Staying ahead in #2024 means embracing these advancements and integrating #AI into your marketing strategies. 🚀 👉 For a deeper dive, check out Nielsen’s comprehensive report: Nielsen Insights on Personalized Marketing 📊✨ https://lnkd.in/ewS-vkuJ #Marketing #AI #Personalization #DigitalAdvertising #FutureTrends #NielsenInsights #MarketingStrategy

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Auditable AI(TM) for targetable look-alike audiences that outperform today's black-box AI alternatives, in market today. Come see it to believe it!

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Don’t miss out on the digital revolution and the imperative for data-driven advertisers to embrace transformation. From investing in first-party data infrastructure to retooling technology —seize the moment and propel your business into the future. Read on for more: https://bit.ly/3UCj6i5 #DataDriven #DigitalTransformation #AdvertisingRevolution

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From AI to Elections: Why Engagement and Intent Should Drive Your Digital Strategy In the evolving digital landscape, our focus must shift to where user engagement is highest—whether through videos or text. The priority is targeting users who generate revenue rather than pursuing leadership accolades that don't translate into financial gains. The era of leadership for its own sake is over. Today, the cost of reaching the number one spot often outweighs the financial returns. Advertisers are now prioritizing performance over reach, emphasizing intent and engagement as critical metrics for success. Digital trends show a strong move towards video content, with language diversity playing a pivotal role. While text-based content remains important, video is leading the charge in user engagement. Our strategy should reflect these insights: - Focus on Intent and Engagement: Prioritize users who bring in revenue. - Leverage Video and Multilingual Content: Embrace video as the dominant medium for engagement and harness the power of language diversity. - Build with Purpose: Develop products with clear intent and value propositions. When intent is clear, revenue will follow. Let's stay ahead by aligning our digital strategies with these key trends. Spend wisely and build with intent that gets you revenue #digital #revenue #content #user #engagement #performance #advertisers

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If you are looking for a new insightful podcast listen, I got just the thing for you! Alex Castrounis joins Basis Technologies’ “AdTech Unfiltered” to speak with Noor Naseer about all things AI. Brands and advertisers are hungry to capitalize on AI but truthfully, they don’t have a strong understanding of it. In this episode, Alex and Noor have a wonderful conversation that all industry leaders should listen in on. Strongly encourage my network to check it out! #Podcast #Listen #AI #Technology

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As a branding & comms person, I often code switch to a "commercial marketer" so I can hope to gain a perceived (aka better), more strategic seat around the business table. But watching how attribution and GPTs can sanitize brands into oblivion I'm wearing my Storytelling badge with renewed pride. Storytelling is far from a "soft" skill in the business world; it is the essential, and often, missing piece in marketing strategy. This MIT Sloan School of Management article highlights several key benefits that storytelling delivers such as "sustained winning," solidifying its importance in driving business success: 1️⃣ Enhanced Understanding and Engagement: Storytelling makes complex data more accessible and engaging, helping teams and stakeholders understand and retain information better. This improved comprehension leads to more informed decision-making. 2️⃣ Improved Collaboration and Cohesion: Internal storytelling fosters a sense of connection and shared purpose among team members, building cohesion and inspiring cultural change. This unity is crucial for driving collective efforts towards common goals. 3️⃣ Strategic Impact: Combining data with storytelling enhances the strategic impact of marketing efforts. It allows for creating compelling narratives that resonate with target audiences, driving engagement and loyalty. Better yet, stories are easy to re-tell meaning your brand awareness gets a nice bump. The MIT article underscores that storytelling can be a critical component for achieving sustained performance and success in data-driven teams and beyond. #storytelling #brands https://lnkd.in/gBmK88fJ

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With more and more retailers developing their own advertising ecosystems, how should brands and agencies decide which retail media networks to invest in? My Skai colleague Nich Weinheimer recently outlined the key considerations to Street Fight: 🥅 Alignment with business goals and sell-through on the given channel 🎯 Assurance that the RMN's audience aligns with your target buyer group 🏹 Understanding of all of the targeting options that the RMN provides 🛒 Availability of multiple ad formats to leverage and test 🔍 Transparency into how the RMN measures performance For a deep dive into each of these, see the article link below in the comments. 👇

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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.

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A pragmatic approach that asks the industry to "reinforce the foundations of a digital advertising ecosystem that values authenticity and penalizes deceit." It's time to go back to the future and demand that advertising is placed alongside quality content.

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This week we hosted YouTube Brandcast to highlight the power of YouTube for brands and creators. YouTube has been the #1 most watched streaming platform on TV, according to Nielsen. For brands, YouTube and Google AI have turned meaningful connections into meaningful results. In a custom MMM meta-analysis commissioned with Nielsen, we found that YouTube drives higher long-term return on ad spend than TV, other online video, and paid social. At Brandcast, Pepsi shared how their culture-first approach to brand building has led to 21 consecutive quarters of growth, and strong brand equity -  YouTube is consistently a top ROI driver for Pepsi https://lnkd.in/gUraH74m

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Streaming is surpassing cable, and it's likely due to the control that viewers have over what they watch and when (along with other factors). I know I sure do subscribe to quite a few services which gets expensive. IAB CEO David Cohen told Axios, "I think that there's a lot to be said for the power of the bundle. Consumers are not going to subscribe to seven or eight things, they simply can't afford that." We have to start adding layers. Investing in streaming isn't enough — we also need to add bundles that make financial sense to consumers who are now faced with the task of choosing which services they can afford. #IAB #Streaming #Bundles #StreamingServices

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What can Apple's design magic teach us about analytics? In this blog, I explore how Apple sold computers to non-geeks using design to hide the tech and magnify the benefits. If most people hate math, can we learn how to design analytics using the same playbook?

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This is an incredibly big deal for Zeta Global. At A’Maison: The House of Amazon @ Cannes Lions 2024, we announced our partnership with @Amazon to advance generative AI by integrating AWS foundation models into the Zeta Marketing Platform. This powerful combination will bring easy access to omnichannel marketing capabilities for businesses. Check out this @ Forbes article to learn more about the impact of this product. 🌟 #CannesLions #GenAI #MarketingInnovation https://lnkd.in/grPpnaPy

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