Levi Eli

Retail media has emerged as the fastest-growing ad channel in the United States, experiencing a remarkable growth rate of 26.0% this year and capturing 14.1% of total US media spend. By 2028, nearly one in five ad dollars in the US will be devoted to retail media. This rapid growth emphasizes the importance of RMNs as a critical tactic of the marketing mix. However, despite this growth, RMNs face several key challenges...

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While cookies are phasing out, retail media is ramping up to provide alternative opportunities to reach target audiences. (84%) US marketers said they are more likely to invest in retail media. #firstpartydata #retailmedia #nonendemicadvertising #advertising #adplatforms https://lnkd.in/gANqzZ85

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Retail is not just about "experiences" in 2024—it's about connected experiences, says #RetailMediaSummit keynote Jessica Hendrix, EVP and CMO of Hy-Vee, Inc.. And that's where #retailmedia comes in—expanding the relationship between shopper and retailer to also include brand advertisers. As a regional chain, Hy-Vee has always been deeply integrated into communities, offering regional insights beyond national chains. Demonstrating the evolution of experiences, Hy-Vee has installed food courts in stores (inspired by Eataly)—Chinese, Italian, and American fare. Shoppers have shown time and again they will spend more money at a location if they connect to the experience. Capturing shopper attention is harder than ever, but delivering relevancy is about diving deeper into the shopper data—beyond demos to psychographics and behaviors. Also, kid influence is much stronger now with parent shoppers than in the past. But there are challenges in measuring relevance—what did the shopper communicate all the way to the register? Biggest trends for the next 12 months: • In-store media will become more important. • Brands/agencies will build centers of excellence to maximize their retail media spend/campaigns. • Value of 1st-party data will continue to evolve. And the big question going forward: how will AI fit more specifically into #retailmedia? How will it become integrated into our needs? Path to Purchase Institute

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More than just media.

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YAHOO + KROGER = The future of brand-growth is powered by retail data. Yahoo DSP advertisers now have access to Kroger Precision Marketing audiences for both reach and measurement. A few of my favorite quotes in this ADWEEK story from Kathryn Lundstrom: 🗝 “For advertisers, the delayed but still impending deprecation of third-party cookies continues to underpin every decision regarding digital advertising spend, so solutions that safeguard their investments against that eventuality hold increasing appeal.” - Sarah Marzano, principal analyst at eMarketer. 🗝 “We’re bringing a performance layer into the digital ad ecosystem at a much sharper grain than has ever existed before,” - Cara Pratt, SVP Kroger Precision Marketing 🗝 The Yahoo-KPM partnership is indicative of a broader “race to data,” that’s happening in the industry - noted Beth Ann Kaminkow, global chief commerce officer at VML. 🗝 For Yahoo, integrating its identity solution, Connect ID, with first-party data from Kroger’s loyalty program allows it to “match and merge” in a way that is “new, unique and different," - Mike Brunick, SVP and head of commerce media at Yahoo. This news builds on the self-service programmatic capabilities Kroger Precision Marketing announced last fall. So proud of the entire team at KPM - including Trish Reilly, Sarah Scherer, Christine Foster, Halli Goddard, Kelsey Foege - many more! And a shout-out to a few of our counterparts at Yahoo: Beth Nussbaum Gross, Sara Sulock, Mike Brunick, Emily Ray, Erin Miller, Niki Zacharopoulou, Allison Galloway, Taylor Kaisaris, Jessica (JJ) Rocco

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Signal loss is no longer something marketers can ignore. Deloitte recently reported that companies risk losing at least $91 million in revenue per year due to the deprecation of third-party ad IDs. Why is signal loss a problem, and what can you do about it? In part two of my new two-part series on signal deprecation, written with WasteNot, I explain how the loss of third-party data is impacting the two things marketers care about most: 🛍️Personalization 📊Measurement I also share guidance on how marketers can leverage first-party data and new innovations to not just survive, but thrive in 2024 and beyond. See part two here:

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Marketing, tech, and finance need to be on the same team if you want sustainable and lasting success in your marketing department, and as a company. Communication is key. Everyone needs to be on the same page, not just departments communicating with themselves. Get together for strategy building, and you'll find yourself with a clearer picture. #Marketing #MarketingStrategy #BusinessGrowth

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I always love talking brands, advertising and shopping! “Target stands out as a brand that is dedicated to ease, joy and affordability. But value isn’t just a pricing tactic. Their private label brands layer in additional benefits. For example, Target’s Good & Gather food and beverage brand offers high-quality, better-for-you products while its Favorite Day brand offers sweet indulgence with its cookies and ice cream sandwiches.” I agree! Target absolutely brings me joy. And who doesn’t love an ice cream sandwich. As consumers we are all fans of our favorite stores. As marketers, this is a crowded category that will always require strong focus to build brand fandom. Awesome seeing so many strong brands standing out.

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Marketers Vastly Understate The Sales Effect Of Creative And Significantly Overestimate The Impact Of Targeting Per Advertiser Perceptions and NCSolutions: * System1Group Chief Customer Officer Jon Evans says, “Creative is the number one factor in explaining the performance of your advertising, and yet most marketers still don’t realize it. That means that those who focus on getting the creative right have a huge competitive advantage.” * Andrew Tindall, System1’s SVP of Global Creative & Media Partnerships, asserts, “We need to be bold, unapologetically say no to things to get time to make better ads, and partner with the right agencies the bring the talent, tools, and knowledge to make work that works.” * Les Binet and Sarah Carter caution, “Don’t target too narrowly. It may be efficient, but it’s rarely effective. Tight targeting means low sales and profits.” Via the link below, executive summary, video explainer, and deck.

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Announcing Aperiam's Latest Investment: Gigi! 🍒 Aperiam continues to make strategic bets in commerce media and CTV, the fastest-growing segments of digital advertising. With Amazon Ads being the largest commerce media channel AND the fastest-growing Streaming TV ad platform, we are excited to introduce our latest investment: Gigi. Why Gigi? 1) The product. Gigi’s unique ability to integrate a brand's first-party commerce data with Amazon's data for audience enrichment and deterministic omnichannel measurement sets it apart. This powerful combination enables brands and agencies to buy and measure Amazon Streaming TV ads more effectively. 2) The team. The founders behind Gigi consists of experienced commerce media executives - led by cofounder and CEO, Adam Epstein - who have a bold vision for the future of Streaming TV, commerce media, and data collaboration and a history of success in commerce media. Their expertise ensures that Gigi is at the forefront of innovation in this space. We believe Gigi’s capabilities and the vision of its team will drive significant advancements in how brands leverage data to enhance their advertising strategies on Amazon’s platform. Check out Gigi here: https://gigico.tv/ cc: James Borow Joe Zawadzki Danilo Tauro, PhD

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Of course it works for Prime Day, but the real story is how well radio works for less-Amazonian e-tailers. A 15:1 sales/spend ROI is pretty damn good no matter what size you are. #RadioAdvertising #Advertising #ecommerce

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9 Leading Retail Media Networks Compared: Who is Leading, and Who is Lagging Behind? Our analysis of 9 leading retail media networks reveals a staggering performance gap. While Amazon and Walmart are dominating with sponsored products on nearly every search, retailers like Best Buy, Lowe's, and Albertsons are severely lagging behind. What is the key success driver here? It's mostly a demand issue. Those retailers who only serve Sponsored Products for a fraction of all searches have challenges in selling their inventory. How can you solve the demand issue? Through our retail media Supply-Side Platform (SSP), you can connect multiple demand sources, such as Retail Media Demand-Side Platforms (DSPs) and ad networks, to access readily available budgets. Comment below if you'd like to receive our full report with many more insights on the top 9 Retail Media Networks (RMNs).

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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

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Upfront Buyers Push For Lower CPMs; Is Meta’s Pivot To Video Finally Paying Off? | AdExchanger : A good read for the new trends for digital paid advertising and the variety of options to generate better consumer engagement. #SEM #SEO #PPC #socialmediamarketing #displayadvertising #nativeadvertising #emailmarketing #retargeting #GoogleAds #FacebookAds #InstagramAds #LinkedInAds #TwitterAds #YouTubeAds

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In a metaverse of unlimited options, brands and their messages are easier to switch off than ever. As a brand, you have to create something consumers want to engage with. #BBASmart wearebast.com https://loom.ly/9js9g6A

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Measurement is key to maximize (and prove) marketing impact. Kroger shares how they hold traditional reach mediums like CTV accountable to actual conversion outcomes. Explore more from LiveRamp's #RampUp24 here: https://lnkd.in/gzgVGSrr

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Folks, we have an exciting webinar TODAY on the hottest topic in the media industry right now: Retail Media or Commerce Media. We have an outstanding panelist lined up, and you definitely don't want to miss it. If you're a CPG marketer, this topic is a must for you. I assure you that you'll walk away with actionable insights to bring back to your organization. Click the link below to register. Looking forward to seeing you there!

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We are excited to announce this partnership. Providing greater transparency and data fidelity for targeting and measurement is paramount to the future of our industry as signal loss continues to accelerate. Cara Pratt & the entire Kroger Precision Marketing team are true leaders in the Commerce Media space, and it's an honor to collaborate with them. With this integration, Yahoo DSP customers can leverage Kroger's rich, first-party data to activate precision audiences and measurement across omnichannel media activations.   Adam Roodman, Alia Lamborghini, Beau Ordemann, Beth Nussbaum Gross, Mike Brunick, Stephen McDermott, Jason Zollan, Sekema Newton, Danny Dikovsky, Elizabeth Herbst-Brady, John Grad, Kevin McVey, Amy Hamers, Christy Corthinos, Danae McDuffee Downing, Anthony Winters, MBA, Kate K. Donahue, Dave Pallett, Kyle Loos, Jeff Rich Mark Fleisch

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