Learn about commerce media at IAB's Connected Commerce Summit

Retailers, advertisers, and brands—are you tapping into the full potential of data-driven advertising? Matthew Conlin’s article on Forbes demystifies the buzz around Retail Media and Commerce Media, showing how each strategy can elevate your marketing game. 🛍️ Retail Media: Think targeted ads leveraging a retailer's first-party data. From tailored offers on retailer websites to off-site placements, Retail Media focuses on high-intent shoppers and proximity to the point of purchase. 🌐 Commerce Media: Go beyond single platforms with data aggregated from multiple retailers. This approach scales your reach, enabling holistic consumer engagement across the digital ecosystem—from recipe sites to connected TV! Here are some key takeaways: - Retail Media is perfect for influencing cart additions through precise, platform-specific targeting. - Commerce Media expands scale and touchpoints, creating opportunities to connect beyond checkout. - Combining both can unlock new revenue streams, enhance customer experiences, and foster loyalty. 📖 Read the insightful article through this link: https://lnkd.in/gsBhZ2mP #RetailMedia #CommerceMedia #DigitalAdvertising #MarketingStrategy #Ecommerce #AdvertisingInnovation #KontrolMedia

EMARKETER predictions for #RetailMedia until 2028 makes interesting reading. Here’s my summary and POV: "The rise in retail media ad spend may be due to its ability to deliver on performance-related goals. Over half (59%) of retail marketers worldwide say performance-driven paid media." This points to the potential of wider Commerce Media. Travel has been massive for years (ask any of the team at Booking, Expedia or TripAdvisor), and it will be interesting to see what’s next. As a proof point, knowing that the majority of global RM is on-site search, and if 2/3rds of advertisers (as per this report) buy it because it delivers against performance targets, then other non-retail marketplace-style environments should be able to replicate this success. Discoverability Problem = Paid Search Opportunity. "Although ad spend on in-store retail media will remain less than 1.0% of total retail media ad spend in the US through 2028, it will grow steadily over the next four years, per our forecast. But in-store retail media often requires heavy investment in new technology, which could be a barrier to further adoption." Probably the most interesting bit of the report:  1. Totally agree with the heavy investment problem (e.g. hardware, rewiring of stores, maintenance, logistics) = low margin. 2. <1% though? If we removed pure-play e-comm retailers from total US RM revenue, would this number still look the same? I doubt it. Grocers are still ~90% sales in-store. Anecdotally I hear UK Grocer Shopper Marketing spend is ~70% in-store… Walmart or Target would be useful US omnichannel examples to look at. I struggle to believe in-store is <1% for them? Would love to see en estimation on % RM split here if anyone has one. 3. Unless...Europe is just that much further ahead in terms of in-store roll-out? (see 1st comment). "More than half (53%) of brands in the US take advantage of data and media opportunities with retailers that don’t carry their products (a.k.a., non-endemic brands), according to August 2023 data by Merkle." I don’t believe this. There’s clearly a non-endemic opportunity in RM, but over half of all non-endemic US advertisers? There’s been too much over-promising in Retail Media, too many fingers burnt based on forecasts of TAM like this. (To be fair, perhaps Merkle surveyed a small group & it's been extrapolated and misquoted from there). "The retail media landscape is growing, making room for new players like financial media networks (FMNs), advertising platforms that leverage financial institutions’ (FIs) proprietary data to target personalized ads to customers in FIs’ channels. We expect US ad spend on FMNs to more than quadruple over the next two years, growing from $350 million in 2024 to $1.50 billion in 2026." Love this. Check out the Klarna and Tabby (Middle East) apps. They’re up & running with boosted listings from partners. This aligns with an Amazon-style Sponsored Products offer. Going great guns from what I hear!

I believe retail media is just the starting point, signalling a shift toward the broader trend of commerce media. This shift isn’t just a fad; it’s a strategic move addressing the limitations of traditional advertising, writes Flow's Daniel Levy. 'Commerce media is an approach to advertising that leverages data from various e-commerce and digital platforms (not just retailer-owned channels) to connect brands with consumers throughout their purchasing journey.' #ecommerce #commercemeda #retail #retailmedia #data #advertising #digitalmarketing

Retail media is transforming how brands connect with consumers—𝗯𝘂𝘁 𝗶𝘁’𝘀 𝗳𝗶𝗿𝘀𝘁-𝗽𝗮𝗿𝘁𝘆 𝗱𝗮𝘁𝗮 𝘁𝗵𝗮𝘁 𝗵𝗼𝗹𝗱𝘀 𝘁𝗵𝗲 𝗸𝗲𝘆 𝘁𝗼 𝘀𝗺𝗮𝗿𝘁𝗲𝗿 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝘁𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴 𝗮𝗻𝗱 𝗵𝗶𝗴𝗵𝗲𝗿 𝗥𝗢𝗜. 🚀 👉 Read more about why brands are investing in retail media and how it’s reshaping the advertising landscape: https://bit.ly/41auFRl 💰 As Flow Co-CEO, Daniel Levy puts it, “Brands are chasing rich data from retail media networks because it fuels hyper-personalised, ROI-focused campaigns. This opens the door for any sort of commercial enterprise to own a media channel within their business.” 👉 𝗔𝗿𝗲 𝘆𝗼𝘂 𝗵𝗮𝗿𝗻𝗲𝘀𝘀𝗶𝗻𝗴 𝘁𝗵𝗲 𝗽𝗼𝘄𝗲𝗿 𝗼𝗳 𝘆𝗼𝘂𝗿 𝗱𝗮𝘁𝗮 𝘁𝗼 𝗱𝗿𝗶𝘃𝗲 𝗿𝗲𝘃𝗲𝗻𝘂𝗲? 𝗩𝗶𝘀𝗶𝘁 𝗙𝗹𝗼𝘄 𝘁𝗼𝗱𝗮𝘆! https://bit.ly/3OARjuG #Flow #RetailMedia #FirstPartyData #MarketingInnovation

The #retailmedia market is in a state of constant flux, pushing #brand advertisers to experiment with new formats and expand their promotional mix. NielsenIQ recent survey data reveals a significant trend: more than 50% of respondents plan to increase their marketing budget across various promotional formats. In a quest for top efficiency, #loyalty program promotions and personalized proximity promotions are set to see the most significant increases in investment. A whopping 57% of the survey respondents reported they will up their investment in these tools in their next marketing budget. This aligns with the market trend of leveraging #retail both brick and #ecommerce first-party data, offering engaging and relevant ads to shoppers in a highly personalized way. Moreover, the increased focus on personalized proximity promotions - offering personalized and targeted ads based on a consumer's proximity to a specific location - underscores the importance of personalization for brand advertisers. Retailers should consider partnering with location analytics companies to enhance personalization and location relevance, improving ROAS. Interestingly, more brand advertisers plan to cut back on in-store formats than any other category, highlighting the growing importance of the digital channel. Even major retailers with a large store footprint are turning to digital. For instance, Dollar General's retail media arm partnered with Meta in March 2023 to enable advertisers to leverage the retailer's first-party data to reach 90 million unique customer profiles through various placements on social media platforms Facebook and Instagram. And most importantly, these trends present significant opportunities for brand advertisers to connect with consumers in a more personalized and engaging way.

Unlocking the true value of retail media 💭 In today's complex advertising landscape, leveraging first-party retailer data is key. With consented, opted-in data, advertisers can achieve unmatched accuracy and efficacy in targeting. However, challenges like fragmentation and walled gardens persist. David Fieldhouse, UK Head of Commerce, explores the industry-wide challenges that need solving before retailer data can realise its full potential 🔗 https://lnkd.in/eyNmxdUB ___ #GroupMUK #RetailMedia #DataDrivenAdvertising

I've done the numbers 🤓 This year we have spoken to 250+ retailers this year around the world. Over 65% of them have a CDP, meaning they in theory should have:: 1️⃣ True single view of their customer [unified eComm & bricks] 2️⃣ Ability to analyse to understand RFM, HLV, and other key metrics and behaviours 3️⃣ Build custom segments using 1PD [potentially also 2PD and 3PD] 4️⃣ Activate across paid and owned channels 5️⃣ Have these segments continually update based on events happen, providing the most up to date audience and customer journey Exciting for the 35% that don't currently have a CDP. Incredibly though for the 65% there is a huge amount of Retail Media Networks, not utilising this existing capability. And of course offering this to their advertisers. I only heard a question/comment from the crowd in UK two weeks ago, to a Retail Media Network representative on the panel "𝘐'𝘮 𝘢 𝘭𝘢𝘳𝘨𝘦 𝘣𝘳𝘢𝘯𝘥 𝘢𝘥𝘷𝘦𝘳𝘵𝘪𝘴𝘦𝘳 𝘢𝘤𝘳𝘰𝘴𝘴 𝘵𝘸𝘰 𝘬𝘦𝘺 𝘕𝘦𝘵𝘸𝘰𝘳𝘬𝘴 𝘩𝘦𝘳𝘦 𝘪𝘯 𝘜𝘒, 𝘵𝘩𝘢𝘵 𝘥𝘰𝘯'𝘵 𝘦𝘷𝘦𝘯 𝘰𝘧𝘧𝘦𝘳 𝘢𝘯𝘺 1𝘗𝘋 𝘧𝘰𝘳 𝘵𝘢𝘳𝘨𝘦𝘵𝘪𝘯𝘨 [𝘥𝘪𝘥 𝘯𝘢𝘮𝘦 𝘵𝘩𝘦𝘮 𝘣𝘶𝘵 𝘐 𝘸𝘰𝘯'𝘵 𝘥𝘰 𝘴𝘰 𝘩𝘦𝘳𝘦]. 𝘏𝘰𝘸 𝘥𝘰 𝘺𝘰𝘶 𝘢𝘴 𝘢 𝘕𝘦𝘵𝘸𝘰𝘳𝘬 𝘱𝘳𝘰𝘷𝘪𝘥𝘦 𝘢𝘤𝘤𝘦𝘴𝘴 𝘵𝘰 𝘺𝘰𝘶𝘳𝘴?" Those that do offer audiences, some aren't offering them dynamic, meaning that in some cases the audiences haven't been updated for 1wk-1mth. This of course can significantly impact performance. Given 1PD is the core value and foundation to Retail Media, of course this is critical. I think in 2025 and beyond, we will see an incredible shift from RMNs not only 1PD offerings to advertisers but also how they offer [or not] this across open web monetisation opportunities. Keen to understand what others are are seeing across the market as well, good or not so great. #retailmedia #commercemedia #advertising #marketing #innovation

🚀 *The Power of Retail Media: Transforming the Future of Digital Advertising* 🛒💻 Retail media is rapidly becoming a game-changer in the world of digital advertising. For brands and retailers alike, it offers an unprecedented opportunity to reach highly targeted audiences where buying decisions are made—within the retail ecosystem. 🔑 *What is Retail Media?* Retail media refers to the advertising opportunities offered within a retailer's digital properties (websites, apps, etc.) as well as off-site but retailer-linked channels. It allows brands to advertise directly to consumers during the shopping journey, utilizing first-party data, and engage them at the point of purchase. 💡 *Key Benefits:* 1. *Precise Targeting*: Retailers have rich first-party data on customer behavior, allowing for personalized and hyper-relevant ads. 2. Closed-Loop Measurement: Advertisers can track the entire customer journey from ad impression to purchase, offering clear ROI insights. 3. *Seamless Integration*: Ads placed within retail platforms blend with the shopping experience, making them more likely to convert without being intrusive. 4. *Revenue Stream for Retailers*: Beyond product sales, retailers now have a new revenue stream by monetizing their digital real estate. 🌟 *Why it’s Booming:* In a privacy-first world where third-party cookies are disappearing, retail media’s reliance on first-party data provides a safe and effective alternative for targeted advertising. Retail giants like Amazon, Walmart, and Target are leading the charge, but more retailers are joining the trend. 📊 *2024 Trends to Watch* Retail media networks are expanding beyond traditional retailers to CPGs and even automakers. Increased investment in *shoppable ads* and *product placements* within retailer apps. Enhanced analytics for deeper insights and attribution tracking. Retail media is no longer just an emerging trend—it's a critical pillar in the future of digital advertising. Are you leveraging it yet? 📈 #RetailMedia #DigitalAdvertising #MarketingTrends #FirstPartyData #AdTech

Exciting read from EMARKETER & DoubleVerify; "Ads on retail media networks enjoy a 183% higher engagement rate than the baseline average across all impressions tracked by DoubleVerify, ...[by their] annual study, which analyzed over a trillion impressions from more than 2,000 brands across 100 markets." More interesting is the article goes on to say that viewability is higher off-site than on site. As we know, off-site on its own tends to give lower returns. Concluding that "Striking a happy medium between sales and brand awareness is necessary." The findings are not surprising, the primed environment means shoppers are open to be spoken to by brands. A seperate study by Kantar have self-reported survey partipants rating Amazon Ads highest compared to ads on other platforms. This was a global survey across more multiple countries too. #retailmedia #amazonads https://lnkd.in/esHzMD-H

Costco Wholesale's new initiative to build an ad business using shopper data is brilliant! By tapping into their vast data, they can offer brands targeted and measurable advertising opportunities. BUT what if they add Nimble SERP API? 𝗔𝗻𝘀𝘄𝗲𝗿: Real-time competitive analysis. >> Knowing 𝗰𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗼𝗿𝘀' keywords and ad strategies. >> 𝗦𝗘𝗢 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 to enhance online presence with top-performing keywords. >> 𝗠𝗮𝗿𝗸𝗲𝘁 𝘁𝗿𝗲𝗻𝗱𝘀 𝗺𝗼𝗻𝗶𝘁𝗼𝗿𝗶𝗻𝗴 to personalize ads based on real-time customer search behavior. >> 𝗦𝗲𝗮𝗿𝗰𝗵 𝗲𝗻𝗴𝗶𝗻𝗲 𝗿𝗮𝗻𝗸𝗶𝗻𝗴 𝗮𝗻𝗱 𝗸𝗲𝘆𝘄𝗼𝗿𝗱 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝘁𝗿𝗮𝗰𝗸𝗶𝗻𝗴: Swiftly adapt ad strategies for better results. >> 𝗗𝗮𝘁𝗮 𝗮𝗴𝗴𝗿𝗲𝗴𝗮𝘁𝗶𝗼𝗻 to gain a comprehensive view of market trends and customer preferences. >> 𝗗𝗲𝘁𝗮𝗶𝗹𝗲𝗱 𝗮𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝘀 to measure and optimize ad performance across channels. >> 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗼𝗿 𝗮𝗱 𝘁𝗿𝗮𝗰𝗸𝗶𝗻𝗴 to refine strategies. Costco can elevate their internal data analysis by integrating external data collection to ensure maximum ROI. Ask for a FREE data consultation with our SERP API in comments! Read more about Costco Ad Business in Marketing Brew's article: https://lnkd.in/gFPFyMZz #costco #retail #ecommerce #webscraping