{"id":8383,"date":"2024-08-08T19:09:01","date_gmt":"2024-08-08T19:09:01","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/retail-media-networks-and-advertisers-going-from-guesswork-to-growth\/"},"modified":"2024-08-08T19:09:01","modified_gmt":"2024-08-08T19:09:01","slug":"retail-media-networks-and-advertisers-going-from-guesswork-to-growth","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/retail-media-networks-and-advertisers-going-from-guesswork-to-growth\/","title":{"rendered":"Retail media networks and advertisers going from guesswork to growth"},"content":{"rendered":"


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Retail media networks (RMNs) are a fast-growing space in advertising \u2014 up 16.3% last year<\/a>. Retailers are adding channels and providing better measurement and execution for advertisers<\/a>. And agencies are answering their clients\u2019 calls to include RMNs in the mix.\u00a0<\/p>\n

While brands are increasing their spend, there are still growing pains around the lack of standardization. Without the ability to compare apples to apples from one RMN to another, brands and agencies are left with more number-crunching and guessing. However, the opportunity to reach high-intent customers within a retailer\u2019s network is too powerful to pass up.<\/p>\n

So what\u2019s the current state of the RMN-advertiser relationship? That was the focus of an IAB roundtable this week featuring agency and RMN representatives.<\/p>\n

IAB introduced media measurement guidelines<\/a> in September 2023 so RMNs and adtech partners could begin to help brands and agencies connect the dots. If it\u2019s easier for advertisers to execute and measure campaigns across multiple RMNs, they\u2019ll increase their overall spend, the theory goes.<\/p>\n

\u201cWe were very cognizant that adoption [of measurement guidelines] would take 12 to 24 months,\u201d said Jeffrey Bustos, VP, measurement addressability data at IAB. \u201cI think from all the conversations with retailers, the momentum and their investment in moving toward standardization is still very strong.\u201d<\/p>\n

While standardization remains a goal rather than a reality, the increasing opportunities within individual RMNs as they expand offsite and in-store offerings make them something advertisers must consider.<\/p>\n

\u201cWhen you look at retail and consumer spending, a lot of that still happens in a store format,\u201d said Praveen Menon, head of analytics and business intelligence for CVS Media Exchange (CMX). \u201cSomeone like CVS, who has 9,000 stores, [attracts shoppers] coming into these stores with a lot of attention and urgency, with a clear consumer need they\u2019re looking to fulfill.\u201d<\/p>\n

CVS Media Exchange can measure the connection between when loyalty members search in the CVS app or online and when they purchase in-store through the loyalty program.<\/p>\n

\u201cOver 50% of our loyalty members, when they browse something online, they come to our store within 48 hours,\u201d said Menon. \u201cFor us, the in-store experience is a key unlock.\u201d<\/p>\n

CVS plans to build better shopping and ad experiences through in-store screens and other touchpoints. The retailer has 1,700 screens in its stores and plans to add more this year.<\/p>\n

Dig deeper: Why we care about RMNs<\/em><\/strong><\/a><\/p>\n

Data collaboration for offsite measurement needs<\/h2>\n

At some level, all RMNs serve the function of a data collaboration. The retailer uses customer data in a privacy-safe way to help outside parties serve timely, relevant messages. This collaborative environment extends to offsite channels beyond an RMN\u2019s owned digital and in-store properties.<\/p>\n

For instance, CVS partnered with visual discovery platform Pinterest and adtech company LiveRamp on a clean room initiative that helps CVS measure the effectiveness of offsite ads on Pinterest that lead to CVS purchases by loyalty members.<\/p>\n

\u201cWhat data clean rooms allows us to do is to provide advertisers and agencies with precise, attributed and meaningful performance insights for campaigns they run with CMX, especially on offsite channels where we have limited ad exposure data,\u201d said Menon. \u201cThis really allows us to report back about performance with a high degree of accuracy.\u201d<\/p>\n

He added: \u201cOn some other platforms, where they don\u2019t share some of those ad exposures or don\u2019t collaborate via clean rooms, measurement is more of a black-box solution. So for us, as we think about our innovative offerings, we want every channel that brands invest in through CMX to be measurable.\u201d<\/p>\n

Advertisers and agencies push for standards<\/h2>\n

This collaborative environment might one day lead to multiple RMNs adopting the same measurement standards. That\u2019s at least the intention with the IAB guidelines. Agencies are seeing great RMN interest from clients. Agencies and brands have influence, through the budget they spend, to support RMNs that are standardized.<\/p>\n

\u201cWe have to put our money where our solutions are,\u201d said Evan Hovorka, VP of product innovation, Albertsons Media Collective. \u201cThat might require some brands forcing the next dollar to go to an RMN that supports some of these adopted standards.\u201d<\/p>\n

\u201cWhat\u2019s really interesting is that our [clients] are so excited to adapt and test and learn, because they\u2019ve seen the success of retail media,\u201d said Kavita Cariapa, SVP, head of commerce activation at dentsu. \u201cAnd luckily there\u2019s actually a good framework being built out with partners like CVS and Albertson\u2019s. There\u2019s a groundwork built on tech partnerships, collaboration.\u201d<\/p>\n

\u201cOutside of its adoption rates, there are a couple of [IAB member RMNs] that have done fantastic jobs,\u201d said Riyaad Edoo, executive director of commerce at EssenceMediacom. \u201cAccountability is really what holds progress back. If my investment (on behalf of a brand client) isn\u2019t going to directly reflect what my asks are, then those asks are empty. But that might not be the right conversation. In most instances, we can survive on some amount of measurement inconsistency and not be happy about it. We do have advanced data analytics teams working tirelessly to sort of weather these anomalies.\u201d<\/p>\n

\u201cOne of our biggest wins that we present to our brands is, baseline, how to inform a channel investment,\u201d said Cariapa. \u201cThere\u2019s always questions on how and when and where to invest. How do they invest in a retailer as they expand their opportunities?<\/p>\n

Dentsu reports how clients are growing market share with campaigns and how specific channels perform, so brands aren\u2019t just tracking impressions but results, Cariapa said.<\/p>\n

Less than halfway through IAB\u2019s two-year estimated timeframe for guideline adoption, it looks like better RMN measurement is likely, as advertisers and agencies continue to invest in this growing ecosystem.<\/p>\n

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\"2024\"2024<\/a><\/figure>\n<\/div>\n

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Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Retail media networks (RMNs) are a fast-growing space in advertising \u2014 up 16.3% last year. Retailers are adding channels and providing better measurement and execution for advertisers. And agencies are answering their clients\u2019 calls to include RMNs in the mix.\u00a0 While brands are increasing their spend, there are still growing pains around the lack of […]<\/p>\n","protected":false},"author":3,"featured_media":8384,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-8383","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"\nRetail media networks and advertisers going from guesswork to growth - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/en\/retail-media-networks-and-advertisers-going-from-guesswork-to-growth\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Retail media networks and advertisers going from guesswork to growth\" \/>\n<meta property=\"og:description\" content=\"Retail media networks (RMNs) are a fast-growing space in advertising \u2014 up 16.3% last year. 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