As legacy media and retail media converge through strategic alliances between behemoths like Disney, NBCUniversal, Walmart, and Instacart, the landscape of digital advertising undergoes a profound transformation. This integration not only capitalizes on the expansive reach of CTV but also harnesses the granular targeting capabilities of retail media, signaling a shift towards more personalized and effective ad campaigns. It reflects a strategic response to evolving consumer behavior and market dynamics, where data-driven insights drive the alignment of content and commerce.
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Retail media is the bell of the ball as we kick off “new fronts”. 🚀 Media Trends Update: Retail Media and CTV Take Center Stage 📺🛒 As advertisers navigate an evolving landscape, two channels are stealing the spotlight: Retail Media and Connected TV (CTV). Here’s what you need to know: Shift in Budgets: Advertisers are reallocating funds to these high-growth channels, driven by engaged audiences and measurable outcomes. Convergence: Media giants (think Disney and NBCUniversal) are teaming up with retailers (like Walmart and Instacart) to blend CTV’s brand-building power with retail media’s data-driven capabilities. First-Party Data: It’s the secret sauce! Both retail media and major players emphasize leveraging first-party data for personalized targeting and optimization. NBCUniversal x Instacart: A new collaboration lets CPG advertisers reach in-market consumers across streaming and linear channels. Win-win! Cookie Deprecation Challenge: With Google delaying third-party cookie deprecation, innovative partnerships aim to overcome signal loss. Amazon’s ad business is thriving due to innovative streaming ads and e-commerce tie-ins, with new formats enhancing audience engagement amidst intense competition. 🚀💥📺 Stay tuned for more updates! 🌟 #MediaTrends #Advertising #CTV #RetailMedia #AmazonAds #StreamingAdvertising #MarketingInsights
Legacy media makes new bets on CTV and retail media convergence
marketingdive.com
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Executive Vice President-Publicis Media Services - Digital | Data | Tech | Programmatic |MMA Council Member-AI & Data and Martech| Data and Privacy | Guest Lecturer | Speaker | IAB-Working Group Member
This is how you turn TV into a commerce-enabled performance marketing channel. Legacy media companies and retailers are leveraging partnerships to merge the reach of connected TV (CTV) with the precision targeting of retail media, capitalizing on the evolving advertising landscape. Amidst privacy concerns and technological advancements, digital ad spending is expected to increase, with a focus on retail media and CTV. Deals like NBCUniversal's collaboration with Instacart and Disney's partnership with Walmart Connect demonstrate this convergence. These collaborations enable advertisers to target specific audiences and measure campaign effectiveness using first-party data. Link in the comment section. #advertising #firstpartydata #datacleanroom #ctv
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While the Consumer Packaged Goods (CPG) industry traditionally relied on captivating packaging and linear TV advertising, there's been a notable shift towards digital and display channels. Connected TV, in particular, is a driving force in CPG advertising, constituting 52% of total video ad impressions in 2021, according to Innovid data. Ameribase Digital provides on-demand CPG audiences accessible across CTV, postal, email, mobile, social, and various digital channels. Our CPG buyers span 600 product categories across 24 retail stores, reflecting diverse shopping cart receipts and a plethora of brands entering the market. #cpgmarketing #digitalamarketing #directmarketing
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B2B content with smarts + sizzle 🔥 RETHINK Retail Top Retail Expert 🛍 RetailWire BrainTrust panelist
#30DaysofRetailMedia | Day 24: CTV Shakes Up Retail Media Retail media plays a starring role in TV’s evolution. Retail media connected TV (CTV) advertising spend in the US will reach $813 million this year, jumping to $5.63 billion by the end of 2027. Retail media and CTV are converging, as retailers and streaming services unite, including: ⭐ Kroger’s partnership with Roku ⭐ Kroger’s partnership with Disney (Hulu) ⭐ Amazon Prime Video and Amazon Freevee Why are retailers teaming up with streaming services? 📣 Retailers expand their off-site reach with ads on major media networks 🛍 Brand advertisers reach consumers earlier in their shopping journey 🎯 Streamers access retailers’ first-party data for superior targeting Unlike traditional TV ads, retail media CTV ads enhance both branding and performance due to superior targeting and measurement. That’s why CPG giants like P&G and L’Oréal are investing more in CTV ads with help from retail media networks. What would you add? #retail #ecommerce #media #CTV
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"The next frontier for the ad market isn’t on TV — it’s at screens near points of sale." 🚗 Retail media networks are rapidly taking a significant part of total ad spend and providing marketers with more opportunity to find their audiences at key moments of attention. Read more how players like Walmart, Amazon (and GSTV!) are playing a role in the shifting digital ad space from CNBC:
Advertisers boost spending at retailers such as Walmart and Amazon as TV shrinks
cnbc.com
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When confronted with declining market demands and limited resources, what strategies can marketers employ to reverse the trend and drive maximum business impact? Using a data-drive CTV strategy on The Trade Desk, LG was able to achieve better campaign KPIs, positive brand awareness and ad recall targeting potential buyers across the U.S. Read more about the case study here! #ctv #programmaticadvertising #datadrivendecisions
LG Display reaches 1.76m households with data-driven CTV strategy | The Trade Desk
thetradedesk.com
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🚀 Trend Alert: Retail Media & CTV Ad Spending is Growing 📈 2023 is witnessing a surge in digital advertising, especially in retail media and CTV (Connected TV) ad spending. According to recent forecasts: 💠Retail media is not just about search ads anymore. Advertisers are diversifying and are set to spend over $45 billion on retail media this year. 💠CTV ad spending continues its upward trajectory, with significant growth anticipated. In fact, by 2024, CTV ad spending in the US is expected to reach $18.29 billion. 💠By 2027, retail media ad spend is projected to cross the $100 billion mark, marking a major shift in advertising dynamics. This shift underscores the growing importance of omnichannel strategies in today's digital landscape. For businesses and marketers, this means rethinking traditional advertising avenues and embracing the immense potential of retail media and CTV platforms. Let's discuss: How are you adapting your advertising strategies to leverage these booming channels? #DigitalAdvertising #RetailMedia #CTVAdvertising #MarketingTrends #AdSpend #programmaticadvertising #OmnifyTV
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Wow, information overload and mind blown by the IAB #NewFronts this week. A few presentations and announcements that stood out: *Disney, Paramount, NBCUniversal and Warner Bros. Discovery will make their ad inventory available via Google's DV360 platform *With VIZIO now selling "home screen inventory," they're in a unique position to drive ad innovation by owning the hardware, operating system, and data to promise a better user experience *Roku unveiled partnerships with The Trade Desk and iSpot.TV to ease programmatic buying and measurement *Comscore will be the first to measure real world consumer actions driven by Linear TV advertising through their outcomes-focused collaboration with Kochava *Teads is integrating TVision's TV viewer engagement data with Adelaide's attention metrics to introduce one of the most comprehensive omnichannel planning solutions available *Advertisers can now target Kroger audiences through Yahoo's DSP in a first-of-its-kinds retail media data sharing partnership between Yahoo Advertising and Kroger Precision Marketing *Atmosphere TV showcased the power localizing national media at scale to capture unique attention when consumers are watching TV outside of their home and the ease of driving local store sales during relevant drive windows And so many more great insights you should look up from GSTV, Samba TV, Canela Media, Nielsen, LG Ad Solution, Telly, Influential, and more. #iabnewfronts #media #mediastrategy #mediabuying #mediagency #digitalmedia #ctv #lineartv #marketingstrategy #commerce #retailmedia #dsp #performancemarketing #performancemedia #mediameasurement
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"...sometimes you just have to get in the water."* Yesterday at CTV Ad Days Europe, I had the pleasure of joining a panel of industry Connected TV media experts; Lesley Myers-Lamptey, Patrick Zinga, Paul Hackwell, and David Cottell. An hour of discussion dedicated to “Retail Media meets CTV”. Co-op Media Network's perspective is a little different to Amazon, GroupM and Channel 4's, as we are in the process of growing and shaping our data-driven offsite media propositions. Which does not include CTV channels…yet. This means we have the luxury of learning from others. Ensuring that what we release performs for our brand clients, publisher partners, and aligns to our unique ‘convenience media at scale’ proposition. I'm glad I opted to be involved in the discussion as opposed to simply watching from the tables. Thank you for invite Dataxis. My key take-outs... 1) CTV and Retail Media: Scale combined with targeting combined with measurement combined with attention…ticks most advertiser boxes. So, I can only see this growing rapidly with retailer & publisher collaboration. 2) CTV and Convenience: Convenience retail is best placed for servicing ‘want it now, need it now, buy it now’ missions. Successful relevant CTV ads will drive purchase intent and convenience stores will be the closest purchase point to the couch or the desk. Utilising convenience’s store proximity and quick commerce opportunities will create an additional source of growth for brands. 3) CTV and Co-op Media Network: As market leader in convenience and the number one grocer on delivery apps, Co-op’s scale is uniquely placed to unlock convenience missions and habits for relevant brands. No one understands convenience grocery better. *"Surfers don't catch the big wave by watching from the shore...sometimes you just have to get in the water." #CoopMediaNetwork #CTV #RetailMedia #CTVAdDays #ConvenienceMedia
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