We're excited to kick off Season 2 of the Beyond The Shelf podcast with an interview with Harvey Ma, Vice President at Albertsons Media Collective.
Three things really stood out for me in talking with Harvey.
First, he leads by example. Here’s one quote (among many) that really resonated: "I'm not going to let excuses for why things have been hold us back from what I think could be in the future."
Second, he’s not afraid to ask “why?” From his early days at Roundel to his current role working with leading advertisers at Albertsons Media Collective, Harvey doesn’t shy away from asking, as he put it, not just the first why, but the second why and the third why—and to keep going with “why” until he gets to the core reason that something is being done the way it is.
Asking "why" enables Harvey and his colleagues and partners to understand whether an existing way of doing something is the best way or if there’s an even better way.
Third, when it comes to retail media, Harvey has a vision of not just where things are today but of where they’re headed. As one of the original players in retail media, he has a unique vantage point on the space and how it has evolved over time. Harvey started at Roundel (Target’s in-house agency) in the very early days when it was a $12.5 million business.
Harvey thinks about retail media in three lifecycles:
Lifecycle 1: The first lifecycle was about how retailers could monetize data through advertising.
Lifecycle 2: The second evolution involved retailers starting to see what would happen if they acted like publishers. But there are some really big publishers out there, so it’s hard to differentiate solely as a publisher in retail media.
Lifecycle 3: The third evolution is what Harvey is really excited about: the connected commerce total flywheel. It’s about the ability to pair merchandising with marketing with data and with other assets. “It’s not just about selling ads anymore,” it’s about so much more than that, Harvey shares with us during the podcast.
During the episode, Harvey also tells us about a unique approach some of his leading advertising partners are using to stand out in the space and hints at some exciting news that Albertsons Media Collective will be sharing at CES.
You’ll definitely want to tune in for this one. I know you’ll enjoy hearing Harvey’s perspective as much as I did.
The Beyond The Shelf podcast is brought to you by itsrapid.ai. If you’re looking to build shoppable images, videos and content to help support your retail media campaigns or product detail pages, head on over to itsrapid.ai. You can take advantage of a special free creative asset offer for podcast listeners with code “BeyondTheShelf”.
#retailmedia #retailmedianetworks #albertsons Harvey Ma Bryan Gildenberg
We're kicking off season 2 of the Beyond The Shelf Podcast with a bang!
Dave spoke with the inspiring Harvey Ma of Albertsons Media Collective. The duo discussed how Harvey got to where he is today and how he and his team are changing the world of RMNs.
You won't want to miss this one! Give it a listen here:
https://lnkd.in/e-4g9rZw
#BusinessPodcast #ECommerce #RetailMediaNetworks
President / GM / Advisor
3moI am going to start a podcast one day just so you can be my first guest. Amazing Xander Kotsatos