Kevin Weiss’ Post

“Audiences are fragmenting, the funnel is collapsing. Instant activation and optimising the path to purchase is vital.” Chris Ziemer, Amazon Web Services. The opportunity that retail media, commerce media, and the growth of shoppable video offers to the advertising ecosystem to optimise the purchase journey is immense. Thanks to our panellists today for unpicking this relatively new market, both in the opportunities it offers and the challenges it faces. Hearing first-hand how Ilya Pozin had built his disruptive new TV hardware company Telly TV was particularly impressive, while we also heard engaging panels on every angle of the retail media, commerce media, and the growth of the shoppable video landscape. Thanks to Catherine Lofthouse from dentsu, Eliza Nevers from United Airlines, Maurits Priem from Ahold Delhaize, Nick Morgan at Vudoo, Soumya Sriraman from Qurate Retail Group, Amazon and BBC, Liam Brennan from Responsible Marketing Agency, Marie-Clare Puffett from IAB Europe, Paul Blackburn from News Corp Australia, Chris Ziemer from Amazon Web Services (AWS), Jenna Cummings from We Are Rival, Nathalie Curtis Lethbridge from Atonik Digital, and Philippe Boscher from TF1 PUB for sharing their expertise. On our final day of panels for Cannes 2024, we will be looking forward to our Futurescape agenda as we examine the coming era of AI and examine its potential to disrupt all areas of media and advertising. Find all the information here and sign up if you haven’t already: https://lnkd.in/eqzZ2rzu #VideoWeekVilla24 #VWVilla24 #Cannes #CTV #Video #Advertising

Organisations define incrementality in retail media in various ways 📈 The most common definitions look at new-to-brand conversions, showing ads to customers who have not purchased before, and serving ads where products are not showing in organic results... A simple A vs B incrementality test just doesn't cut it, which is why we're releasing our Incrementality Hub very soon, to help brands' define their own version of incrementality. Deep-dive into retail media measurement in Skai's latest State of Retail Media Report. Download a copy here: https://okt.to/WBsNXV

Had a great time at ChannelXworld yesterday, one of the more informative conferences i've been to in a long-time, this is despite the 45 minute evacuation half-way through! Some of the highlights for me... Ian Plummer talking us through how Autotrader have expertly pivtotted from being a magazine publisher to a very savvy tech company in the last 20 years, whats most impressive for me is not just the data they collect, but the transparency they have in sharing this with partners. Kimmo Jukuri echoing the same thoughts around data but also how it's important for suppliers to also share data to help retailers try new things, which is one of the great things about marketplaces in allowing retailers to test and analyse new SKUs/brands/categories with alleviated risk. Hayley Ashton-Kelly on Marks and Spencer marketplace journey, how marketplaces can be created to fill a gap and not cannibalise your own products. This is done through carefully selecting partners who can help you fill the gaps in the category, but also partners who align to the standards you set from a CX POV as well. Allen Yu on how data is great to base great ideas on, but its just the base and to really make use of it you have to be creative using that data. Citing examples on how beauty clients of his have seen huge gains through creatively activating off of Zalando first party data. It's an exciting time to be working in the data monetisation space, retailers are seeing their peers making huge amounts of revenue from doing this properly, brands also seeing the value this brings are asking for more data from all their retailers - the demand is there but the supply is not. Convert Group gives retailers the ability to unlock the true value of their 1PD in a collaborative platform they share with brands. Meaning they can start sharing insight that empowers their brands to sell more with them, win-win. A big problem in this space is around huge initial investment and slow speed of ROI (can take 12-24 months with no guarantee of launch) - this is where we are different. We require no upfront investment and have already worked with a big retailer in Europe in getting them live in 21 days - meaning you can start seeing ROI at pace. Drop me a DM if you want to chat through this more.

I'm in the process of putting together Year 3 of what's now our annual Digital Disruptors report in QSR. It really has turned into one of the most insightful things we do all year, in my view. Here's a little preview, courtesy of the brain of Olivia Ross (hint, she's a Digital Disruptor): "I believe that Consumer Data Platforms will become table stakes for major brands in the next five years. We will be able to break down the data about our customers so that we can be more intentional in how we communicate with them. For example, we may have a guest who we’ve identified as a family meal purchaser and know they order the same thing every other Thursday on their way home from work to feed their family. We can preemptively send them a one-click purchase push-notification that reminds them to order and schedule a pickup based on the time it takes for this individual to go from work to our restaurant. We can then take it a step further, delivering an email with ideas for leftovers for school lunches and we can continue to support that consumer as their tastes and preferences evolve, delivering strategic offers, messaging and content across our ecosystem. These CDPs will also support front of house employee interactions, R&D, Supply Chain, marketing decisions as well as so much more."

Learning from Groundhog Day: #retailmedia growth Many retailers have launched retail media networks in recent years to monetise their shopper data and real estate. However, some are struggling to see these operations meet their full potential. Today is the day to think about the Bill Murray comedy Groundhog Day (genuinely my favourite movie of all time): February 2nd. In the film, Murray’s character Phil finds himself trapped in a time loop, repeating the same day over and over again. After indulging in some pretty reckless (hilarious) behaviour, he realises the only way forward is through personal growth and positive change. This reminds me of the internal challenges throttling some retail media offers. Certain dynamics have stifled innovation and revenue growth - executive conflicts, territorial mindsets or inefficient processes. Rather than pointing fingers at the sales team, technology or economic conditions, what if retailers focused first on working through internal friction points? Every department reflecting on how they contribute to the dynamics? Gradually adopting more constructive communication, transparency, cooperation or compromise into day-to-day interactions? Just as Phil Connors broke his cycle and changed fate through self-improvement, retail media might ignite growth by evolving from the inside out. If each department asks “How can I positively shift dynamics that aren’t working?” together, they can transform retail media into the revenue engine it promises to be. The solution may be new software (hello Crealytics), but look inward first. What needs to change within the business to get to February 3rd!

Navigating Amazon's ad space can be a bit tricky due to its limited capacity. This limitation means without impacting the shopping experience, Amazon cannot just add more ads, leading to potentially higher ad costs as competition for space increases. How can we tackle this? ⬇️ 🟠 Engage with Them Early: Since Amazon ads target users ready to buy, engaging customers earlier in their journey is becoming even more crucial. 🟠 Investing in Awareness: Upper-funnel tactics, like Amazon DSP, allow for early, disruptive engagement, increasing brand awareness before the search begins. 🟠 Full Funnel Approach: Embracing both upper and lower funnel tactics offers a competitive advantage. Tools like Amazon Marketing Cloud (AMC) can help enhance our understanding of the customer's path to purchase. How are you planning to adapt your strategy to connect with your audience sooner and more effectively? ------------- Get weekly insights right to your inbox 📥 Subscribe to our newsletter: https://lnkd.in/gjbSVnAa

Today, Douglas Rozen, Rokt's CMO, sat with Ad Age’s John Dioso to discuss the power of relevance, the Paradox of Choice and how they will make this holiday season the hottest ever (over $1 trillion) - ironically as we bask in the heat of Cannes Lions International Festival of Creativity. At Rokt, we see 5 shifts this holiday: 1) Shopping goes seamless with alternative payments 💳 2) Ads get supercharged by AI 🤖 3) Black Friday is now Black Fall 🎃 4) Online shopping goes offsite 📱 5) Giving is the new getting 🎁 Learn more at rokt.com/cannes #CannesLions2024

👋 Did someone say incrementality? Just got back from eTail and this was a hot topic! Organizations define incrementality in retail media in various ways 📈 The most common definitions look at new-to-brand conversions, showing ads to customers who have not purchased before, and serving ads where products are not showing in organic results... Want to learn more? Deep-dive into retail media measurement in Skai's latest State of Retail Media Report. Get your copy: https://okt.to/Dvd5Bz

United Airlines, Uber, Walmart, Instacart, and The Home Depot are unlocking new monetization opportunities by leveraging customer data for personalized ad campaigns. How are customers responding to these campaigns? What are the ROI and data privacy implications? Explore our latest post to learn more and join the discussion! #RetailMedia #MarketingInnovation

The race for 1st party data is on, and everybody wins when first party is done well! Looking forward to talking at this event about how brands and publishers can take control of first-party data, and build addressable audiences moving forward. Where any entity asks a consumer for their data, there has to be a quick, simple, and easy value exchange. Example: A consumer lands on a page in The Times food section that they found via Google. The content is a review of the top 10 microwave ovens. The consumer clicks on the Panasonic one they want, which opens up a digital checkout right there and then, and allows them to buy direct from Panasonic, without leaving the page. Everybody wins! The consumer wins - a quick, easy, recommended purchase made in record time. The publisher wins - they don't send the user away from The Times to Amazon or wherever, AND they get the first party data from that consumer. The brand wins - Panasonic have reduced the friction between impulse to buy and checkout, and have turned The Times trusted content into a sale. This frictionless checkout from any platform or page is what Playrcart is delivering, and I can't wait to talk about this and more. Looking forward to talking about this and more at the Martech London Meet Up next week! #marketing #retail #firstpartydata