As commerce data and retail media technology move further into television, streaming and other brand environments, where does retail media end and the wider media market begin?
Contrary to what the name ‘retail media’ suggests, it isn’t a revenue opportunity reserved exclusively for retailers. James Milne, VP Business Development at Epsilon, looks at the burgeoning opportunity for non-retail businesses to activate their owned customer data and what’s needed to make it work.
Here is the uncomfortable truth for marketers: consumers don’t move through their shopping journey according to a channel plan, writes Helen Johnson, Managing Director at Capture. She explains why moments don’t exist in isolation, so neither should brand messaging – and how to create a consumer plan, not a channel plan.
Trying a new brand always involves a small leap of faith. Shoppers want to know whether the products they purchase will live up to their promise and whether they are worth the money. This is where retailers can play a particularly important role: according to Epsilon’s Golden Quarter research, 65% of Gen Z shoppers and 62% of millennials are more likely to place faith in retailers whose opinion they value.
ISBA has just launched the second part of its industry-first Digital Retail Media Study; Clare O’Brien, Associate Media Advisor at ISBA, reflects for Retail Media Age on the study’s findings and why shared definitions are so crucial for retail media to move forward as an industry.
If your retail media P&L is built on onsite monetisation, you have a problem arriving faster than your roadmap.
When advertisers decide where their next pound or dollar goes, friction should never be the deciding factor. Ollie Shayer, Senior Director, Global Strategy & Innovation at SMG, makes the case for retail media being easier to work with, together with points for where to start.
Mrunal Bhagat is Retail Media Lead at Pearson. In this opinion article, she explains the limitations of ROAS as a measurement approach in the “recommendation economy” – and why she has created a model that lets businesses truly understand where to allocate spend.
For years, retailers have poured investment into attracting customers, optimising websites and reducing basket abandonment. Yet one of the most commercially valuable opportunities in ecommerce often arrives after the transaction has already taken place.
As commerce media matures, success will depend less on what individual organizations can build on their own and more on how retailers, brands, agencies, publishers, and technology partners combine their data, expertise, investment, and customer relationships to create value they could not deliver independently.
While a wide range of brands have embraced commerce media, there is a significant difference between participating in commerce media and fully unlocking its value. Helen Johnson, Managing Director at commerce media agency Capture, unpacks the findings from new research to reveal where brands need to focus their efforts in order to unlock its full value.
As retail media matures, the industry is discovering that growth alone does not guarantee efficiency, writes Claire Trbovic, Global Head of Product at SMG. She argues that the next phase of retail media growth will not be defined by the number of networks that launch – but by the infrastructure that connects them.