Leanna Morken’s Post

Personalization for packaged goods and other OEM brands has been hard when you do not have the direct customer contact. Retail Media Networks unlock the first party data from retailers and open up new possibilities. But it will require creatively-developed partnerships. Great piece on understanding the current state and where it can go to accelerate personalization, and value growth, on multiple fronts

🚀 Reflecting on my Journey at DOUGLAS: How Transforming Retail Media turned us into a Media Powerhouse Looking back, it’s amazing to see how far Retail Media at DOUGLAS has come. What started as a bold idea in 2019 has grown into a powerful engine that connects brands with customers in ways I never imagined. For me, Retail Media isn’t just another channel—it’s a shift from broad advertising to data-driven precision. Using customer data, we’ve created targeted campaigns that drive real impact. This transformation has been incredible to witness. 🌐 I remember when we started with just 4 people, thinking like a start-up—moving fast, learning, and educating the market as we went. Next year we will have grown to 50 experts across nine international markets. Here are five key factors that shaped our success: 💥 Start-up Mentality: We embraced speed and flexibility within the corporate framework, constantly testing and adapting to new opportunities. 💥 C-Level Support: Our leadership champions us, driving Retail Media as a core part of DOUGLAS’ strategy. 💥 Balancing Today & Tomorrow: We had to deliver results today while dreaming big for the future, keeping us focused on both. 💥 Fail Fast, Learn Faster: Mistakes became our greatest lessons, fueling resilience and growth. 💥 Data-Driven Campaigns: Every campaign is unique, tailored through deep data insights to meet specific client needs. 📊 As Retail Media rapidly grows, we’ve stayed ahead by engaging with key industry events and groups like the Bundesverband Digitale Wirtschaft (BVDW) e.V. and IAB Europe. Looking back, one of the most rewarding parts of this journey has been watching us evolve and expand. Looking forward, we’re expanding our product offerings with on-site video ads and integrating Retail Media into our stores for a fully omnichannel approach. The next step? Strategic partnerships within the ad tech world to keep us at the forefront of innovation. As I reflect on all of this, I can’t help but feel a sense of pride. What we’ve built at DOUGLAS isn’t just a business unit—it’s a transformation of how brands connect with their audiences. The future is full of possibilities, and I’m excited to continue leading the charge. 🌟 If you want to know more about our journey, read through my retrospective: 👉 https://lnkd.in/ev2f4it2 #RetailMedia #Reflection #Innovation #Growth #DouglasMarketingSolutions

🚀 Retail media is the future, but to fully reap its benefits, be sure to join us for the Great Debate on Retail Media, a hybrid event hosted by GroupM and live-streamed for all on 23rd April at 14:00 CET in Amsterdam. We'll dive deep into the evolving landscape of Retail Media, as we explore its potential through expert insights, discussions on standards, and powerful case studies. 🎙️ Speakers Include: Daniel Knapp, Jason Wescott, Larisa Dumitru, Patricia Grundmann, and top voices from Unlimitail, Advertima, GroupM Nexus, Unilever and more. 🔗 Register Now: https://lnkd.in/ey7HA2dg 💡 Why Attend? Gain unparalleled insights into Retail Media's impact across Europe, learn about new standards addressing buy-side challenges, and discuss strategies for future growth. 📈 Retail Media's Promise: Directly linking ad spend to sales, enhancing targeting, and improving consumer experiences. 🤝 Join Us! #RetailMedia #DigitalMarketing

We’ve still got Retail Media Summit UK on our minds…here are impactful takeaways that left a lasting impression: - Collaboration matters: Alice Anson from Nectar360 showed how through partnerships, they see CTRs of 8.58% and a ROAS of 263. - Digitized in-store media is the next frontier: Nick Ashley, Client Development Director of Tesco Media and Insight Platform proved how in-store retail media generated a 7% increase in sales. - Programmatic retail media drives demand: Koddi’s Paul Dahill discussed how opening up retail media inventory to programmatic channels where agencies and brands are already buying will drive incremental demand for retail media networks. - It’s not just about conversion: Maurits Priem Prep from Ad Retail Media shared how campaigns on Albert Heijn are influencing the upper and lower funnel, boosting sales lift 21% and brand lift 15%. - Data is king: Over and over, speakers shared how liberating data, showcasing ROPO, and delivering insights-based targeting is essential to delivering advertiser goals. We’re excited to keep talking about these takeaways and see how they play out in 2025. #commercemedia #retailmedia

My short stories from the Retail Media World! Ad spending on retail media is on a steadfast rise. Insider Intelligence's latest projections indicate a strong surge, with global outlays expected to grow by 22% this year and an additional 19% by 2025. These staggering figures are set to reach a significant milestone of $165.9 billion, claiming a substantial 22% share of all digital advertising dollars worldwide. 📢 Retailers gather around! I'll share some key principles you'll need, to build a successful Retail Media network. 🚀 Invest in important technology. 🚀 Allow Access to quality first-party audience data 🚀Plan together with your Brands ( endemic or non-endemic) every year 🚀Focus on public relations ( Promote your RMN) 🚀Offer real-time unified metrics. Ensure you measure them effectively #RetailMedia #Retailers #RMN #retailers #brands #agencies #engagement #retailinnovation

💡 Exploring the Intersection of Branding & Performance at Advertising Week NYC 💡 During Advertising Week NYC, I had the pleasure of attending a powerful session titled “Are We Branding or Selling Today?” featuring industry leaders Cara Pratt (SVP, Kroger Precision Marketing at 84.51˚ ), Amy Worcester Lanzi (CEO, Digitas North America NA), and Whitney Rifkin (Jones) (VP, Client Service, The Trade Desk). The discussion centered around balancing branding and performance in modern marketing, with some eye-opening perspectives: Key Questions and Insights: # Are branding and performance at odds? Amy Worcester Lanzi emphasized that consumers don’t distinguish between brand-building and purchase moments, highlighting the importance of brands remaining contextually relevant across both experiences. # How to approach effective media planning? Amy Worcester Lanzi stressed the importance of audience-first, channel-agnostic planning to avoid fragmentation and effectively integrate data signals. # What’s the role of retail data in strategy across different verticals? Whitney Rifkin highlighted how retail data signals offer a holistic view of consumers, enabling brands to make informed decisions across industries like travel, hospitality, and retail. # How do we leverage lifetime customer value? The panelists emphasized the importance of understanding and investing in lifetime customer value to build loyalty, as well as aligning short-term and long-term goals for strategic decisions. # What’s the suitable operating model for relevance? The discussion stressed the need for a unified set of KPIs across teams and finding the right mix of brand-building and performance to drive accountability and sustained growth. Key Takeaways: 🔑 Be relevant in every consumer interaction. 🔑 Prioritize audience-first, channel-agnostic media planning. 🔑 Leverage retail data for tailored engagement across industries. 🔑 Focus on lifetime customer value to build loyalty. 🔑 Align KPIs across teams for the right mix of brand and performance. I sincerely thank the Fordham Gabelli School of Business and The Marketing Area at Gabelli School of Business at Gabelli for this incredible opportunity to expand my knowledge and grow professionally. 🎥✨ #AdvertisingWeekNYC #MarketingInsights #Branding #PerformanceMarketing #DataDrivenStrategy

"We’re trying to create a new media channel here and you have to show that it actually works," Ashley Nickell, our Head of Marketing, shared with EMARKETER. The proof? Incrementality. Grocery TV has analyzed five years of data from multiple studies, confirming an average 14% sales lift across a variety of CPG categories. Echoing the pioneering days of social media, we're proving the tangible value of in-store retail media, giving brands compelling reasons to invest with confidence. For brands across all sectors, whether endemic or non-endemic, the potential to enhance your reach and impact through in-store digital advertising is significant. To gain deeper insights into our recent study and understand what in-store media can achieve for both brands and retailers, check out Sara Lebow and Arielle Feger's latest article. #RetailMedia #DigitalAdvertising #CPG #MarketingStrategy

Great article on the challenges that retail media faces, successfully addressing these issues is crucial for retail media to effectively engage audiences and enhance brand awareness. Easy read! 🚀 https://lnkd.in/dfp5KMFE

Just read a great article about the evolution of retail media networks, and a few key themes really stood out: • Driving real business impact: It’s time to go beyond vanity metrics and focus on outcomes that truly matter. • Insights from observed data: Bridging the gap between what consumers say and what they actually do unlocks smarter strategies. • Evolving marketer skill sets: Today’s focus is all about ROI—marketers need to adapt fast. • Keeping the consumer at the core: Because real impact starts and ends with understanding your audience. Exciting times for those of us in this space! Brands that lead with Consumer WIN! What’s your take on these trends? #digitalmarketing #strategy #MRX #advertising

Retail Media Networks (RMNs) are reshaping digital advertising, giving brands unmatched access to targeted consumers. With nearly a quarter of all US media ad spend expected to go into RMNs by 2028, they are evolving into full-funnel marketing powerhouses—especially for CPG brands. To maximize RMN potential, brands should collaborate with retailers to leverage first-party data, craft hyper-relevant creative content, and address key challenges like media measurement and data access. With 41% of marketers increasing RMN investment in 2025, now is the time to refine your approach. 𝗛𝗼𝘄 𝗶𝘀 𝘆𝗼𝘂𝗿 𝗯𝗿𝗮𝗻𝗱 𝗽𝗹𝗮𝗻𝗻𝗶𝗻𝗴 𝘁𝗼 𝗹𝗲𝘃𝗲𝗿𝗮𝗴𝗲 𝗥𝗠𝗡𝘀? #MarketingTrends2025 #BrandGrowth #CPGMarketing #BrandGrowth #AdvertisingFuture #MarketingTrends #RetailMedia #FMCGMarketing #RMN