Fragmentation: The big challenge for retail media in 2024
The space is increasingly crowded with competitors and with few unifying standards to join them together.
The space is increasingly crowded with competitors and with few unifying standards to join them together.
It’s still early days for in-store retail media. What will it mean for brand strategies and what is the potential for dynamic content and personalisation?
The retail media market has come a long way since Amazon first launched its network in 2012. Since those early days, a broad range of retailers and other businesses have established their own retail media networks, from Walmart to Kroger, Tesco, Best Buy, Instacart and even Marriott. This has catalysed growth which is set to […]
Retail media is evolving into a solution that can address the whole funnel – not just the bottom bit where a sale is made. What might this look like in 2024, and what are the implications for privacy?
Google has begun testing another feature from its Privacy Sandbox, IP Protection, which takes aim at the use of IP addresses as ad targeting identifiers. We spoke to some experts about how it works, and what it means for advertisers.
This webinar takes a deep dive into retail media. It looks at the key networks and players before providing guidance on developing and executing a retail media strategy.
Retail media can help brands reach in-market customers near the point of sale. This guide looks in-depth at the retail media opportunity, with best practice advice on strategy, campaign execution and measurement.
Part of Econsultancy’s Paid Search Best Practice Bundle, this report looks at the growth and opportunities of video and audio advertising, including practical advice on ad formats and targeting options.
Search engines are often the first port of call in the customer journey. Econsultancy’s Paid Search Best Practice Bundle covers everything businesses need to know about the complex and constantly evolving area of paid search advertising.
A collection of the most recent statistics and market data on online marketing, ecommerce, the internet and related digital media. This report is aimed at marketers looking for benchmarking stats, evidence for use cases or persuasive figures for procuring investment.
With the digital arena expanding to include apps, TVs, virtual worlds and even outdoor billboards, digital advertising has grown vastly in size and scope in recent years. This best practice guide looks at how marketers can successfully plan, create, execute and measure digital ad campaigns.
Reports of television’s demise as a mass-marketing platform may have been greatly exaggerated by some of online advertising’s proponents in the past decade, but the numbers show the inevitable impact of media competition and fragmentation on broadcasters.
In one section of his presentation from February of this year, The New Gatekeepers, Benedict Evans looks at the impact on broadcast viewing as media has fragmented. A notable slide includes a chart showing Nielsen ratings for the top-rated US TV show, which was viewed by over 60% of TV households back in the early 1950s, but by barely 10% of households in 2020, a time of streaming and creator content.
So, what does connected TV (CTV) look like in 2023?
The railway network provider partnered with Tribera for an organic social campaign with paid social and PR boosting that saw all 10,000 codes claimed on launch day, prompting a pivot in its strategy. West Midlands Railway | Tribera
The San Francisco Environment Department worked with Most Likely To on a campaign aimed at creating awareness and inspiring action among all San Franciscans, using positive messaging, UGC- style social video content and in-person engagement, all in three languages. San Francisco Climate Action Plan | Most Likely To
The drinks brand partnered with Digital Natives to elevate its brand image and address perception issues among younger consumers. YAZOO | Digital Natives
Amazon partnered with Code and Theory to drive brand awareness and revenue growth with a campaign positioning itself as a collaborator and ally to small businesses. Amazon Ads | Code and Theory
The US-based sports brand partnered with Seznam Brand Studio to promote its product range with a microsite that utilised users’ pre-existing Seznam login details and automatically synced progress from the Mapy.cz app. Columbia Sportswear | Seznam Brand Studio
The car manufacturer partnered with Seznam Brand Studio to build positive brand associations via a podcast featuring family-centred fairy tales, expressly linked to the Austral model. Renault | Seznam Brand Studio
Artisanal business Janek Chocolate partnered with Seznam Brand Studio to create a content series celebrating the spirit of entrepreneurship and highlighting the brand’s links to the historic Czech chocolate trade. Janek Chocolate | Seznam Brand Studio
The drinks brand partnered with Dawning Digital to build brand awareness and increase audience engagement in new markets with paid and organic social tactics. CANDY CAN | Dawning Digital
Working with BODEN Agency, the scholarship programme promoted its partnership with Echazarreta across paid media channels and earned PR coverage, aiming to inspire Hispanic high school students in the US to pursue further education. McDonald’s HACER® National Scholarship | Boden Agency
What exactly do we mean when we talk about contextual advertising? Why is this particular type of advertising – once the predominant method of online ad targeting, which later took a back seat to behavioural targeting – experiencing a resurgence in popularity? And how can brands employ it to best effect?
A five-week industry testing period recently concluded for Google’s Privacy Sandbox initiative, during which Google announced that it would be pushing back the deprecation of third-party cookies for a third time. What are the current concerns from industry bodies and regulators, and what does it all mean for advertisers?
The Director of Digital Marketing & Media talks growing retail sales at the consumer healthcare company by learning from D2C brands, avoiding paid search competition and extolling the virtues of simple language.
Non-endemic retail media will be one way in which the channel continues to grow. But can it undermine the shopper experience?
To make the most of retail media, brands are restructuring teams, changing their planning cycles, updating their approach to measurement, and reassessing how they target shoppers.
Advertisers are on a quest for incrementality in retail media. David Pollet, CEO at Incremental, talks to Econsultancy about measuring the return on this fast-growing form of ad targeting, including the limitations of legacy approaches and complexity at big brands.
The EMEA VP of display, video, audio at the supply side platform tells us about her favourite ads, and describes the deprecation of third-party cookies as “as close to [a comprehensive reset] as we’ve seen in programmatic… since the introduction of header bidding.”
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