The Time for Execution in Retail Media Is Now: Priorities for 2022
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The 2022 Amazon & Retail Media Virtual Summit emphasizes the importance of retail media in digital advertising, highlighting significant growth in ad spending and the emergence of various programmatic offerings. Key presentations focus on leveraging data trends in Amazon advertising and enhancing ad strategies across retail channels like Walmart, Target, and Kroger. Industry experts, including Elizabeth Marsten, stress the need for clear goals, audience strategies, and measurement to optimize advertising effectiveness.
The Time for Execution in Retail Media Is Now: Priorities for 2022
- 1. The Time For Execution in Retail Media Is Now Priorities for 2022
- 2. Today’s Logistics Kerry Mallett Senior Content Specialist, Webinar Recording & slides will be in your inbox by Friday Download relevant resources Join our chat and submit questions for live Q&A Log back anytime with same link Join our poll questions - including if you want to talk to our teams after!
- 3. WE’VE MASTERED THE MEDIA THAT MATTERS MOST Tinuiti is the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Facebook, Amazon. Employees Media managed Award-winning culture* $3B #1 1000+
- 4. Some of Our Clients Our Recognition For commerce leaders of today and the future
- 5. Our Speaker ELIZABETH MARSTEN Senior Director, Marketplaces
- 6. What has been your favorite winter Olympic sport to watch so far? Tell us in the chat! POLL
- 7. Elizabeth Marsten Senior Director, Strategic Marketplace Services PAID SEARCH, MARKETPLACES, RETAIL MEDIA ● 15 years in digital and eCommerce ● based in Seattle, WA. ● AdWeek contributor ● @ebkendo on Twitter ● LinkedIn 7
- 9. Retail Media Grabs 1 in 8 Digital Ad Dollars 9 Last year, advertisers increased their spending on retail media by nearly 50% year over year (YoY) in the US. In March 2021, we forecast that ad spending in the ecommerce channel—a close proxy for digital retail media—would grow by 27.8% YoY to reach $23.92 billion in 2021, or 1 in 8 digital ad dollars. Given the massive growth rates for the respective ad businesses of Amazon (up 87% YoY) and Walmart (up 95% YoY) in their most recent quarterly earnings, this forecast will see a significant upward revision when we update it later this year.
- 10. Blink twice if you need help. 10
- 11. It All Starts to Look the Same.
- 12. Programmatic 1P Offerings in Retail Media 12
- 13. Programmatic Offerings & How to Activate 13 The Big Three - Programmatic Menu Retailer Walmart Connect Self-Service Offsite Display with Trade Desk - drive to Walmart or .com. Managed Onsite DIsplay with WM Connect OTT/CTV - via Trade Desk Target Roundel Self-Service Offsite Display - platform agnostic - in store reporting after specific spend thresholds. Drive to Target or .com Managed with Target Roundel Managed with Roundel Kroger KPM 8451 Self-Service Offsite Display - platform agnostic - in store reporting from KPM. Drive to Kroger or .com Managed with KPM 8451, PromoteIQ (Targeted Onsite Ads) Roku Offsite OTT/CTV Onsite
- 14. Self Service Options Via Trade Desk (only) Endemic to WM stores/online In-store reporting in TTD platform Recommended min budget DSP agnostic Non-endemic and endemic to stores In-store reporting (after a $ threshold) No minimum budget DSP agnostic Endemic to stores In-store reporting via KPM Minimum budget
- 15. Managed Service = Packaged Up Audiences Walmart Connect Target Roundel Kroger KPM8451 CVS Media Exchange (CMX) Macy’s Media Network Ulta Digital Marketing Partner Program Walgreens Advertising Group Best Buy Ads
- 16. What You’re Likely to See in an IO for Audiences Category (same as advertised item set) Category (adjacent/complementary to item set) Competitor or Lookalike Sub Category (that item set belongs to) Previous or Lapsed Purchasers (brand and/or category) Contextual Homepage or App Lockouts Propensity
- 17. Next Level Considerations Seasonal events Sampling recipients / coupons Experimenting with different windows of past/lapsed purchasers Retailer specific moments Not using 1P data - see what is readily available is the DSP Bring your own 1P data Layer on 3P (depends on the platform and the retailer)
- 18. Questions to Ask ● What’s the campaign goal relative to the audiences selected, items being advertised and is someone going to flip out if ROAS isn’t 2:1 or higher? ● Are the audiences and ad types aligned against the funnel to support the goals/KPIs? ● If not ROAS, what? (I recommend new to brand!) ● Keep an eye on pacing - watch for spikes and events during the campaign flight time ● Match rate (how well did the loop actually close?) ● % of attributed sales that were measurable ● Are you measuring at the brand, category and item set level? ● Campaign % lift (applies mostly to understanding in store effect) ● Campaign influenced sales vs. total sales during the period that the campaign ran
- 19. Now What? ● Internal organizational alignment ● Establishing cohesive or a flow for these campaigns for the year (what’s test and learn vs. ongoing?) ● Aggregation or hub to help guide/remind on what you know vs. what you’d like to know ● We’re just getting started.
- 20. Staying on Brand Now that you’re everywhere…. 20
- 21. Where does a Brand Show on a Retailer Site? Product Detail Page (PDP) Brand/Store Page Social Search Editorial
- 22. Programmatic Offerings 22 The Big Three - Creative Menu Retailer Walmart Connect Brand creates, uploads via TTD. No logo required for .com - WM logo needed for WM.com. Performance available by creative ID available via TTD. WM creates via submitted raw assets. Two-ish rounds of review with brand. Self-service banner display now open - use in platform template, upload images, add text Raw assets submitted by brand, posts created by retailer Target Roundel Brand creates, uploads via DSP. No logo required for .com - Target logo needed for Target.com. Performance by creative ID available with TTD. Target creates via submitted raw assets. Two-ish rounds of review with brand. Performance by creative available with wrap report. Raw assets submitted by brand, posts created by retailer Kroger KPM 8451 Brand creates, uploads via DSP. No logo required for .com - Kroger/store logo needed for .com. Managed with KPM 8451, PromoteIQ (Targeted Onsite Ads) Raw assets submitted by brand, posts created by retailer Offsite Social Onsite
- 23. Instacart Brand Pages ● Dedicated landing page - curate which products ● Leverage unique URLs to send traffic to within Instacart experience ● Free Inspiring Consumers with Instacart Ads’ New Brand Pages and Suite of Display Products Inspiring Consumers with New Instacart Ads Products
- 24. Instacart Onsite Display Banners ● Behavioral and Keyword Targeting ● CPM bidding ● Drive to curated page of products ● Flexible campaign length ● Bring your own banner, built to IC specs
- 26. Instructional / Product Use Content
- 27. And Let’s Not Forget Social… …with a side of Influencer
- 28. I also freaked.
- 29. What is Retail Media’s Impact? ● Share of Voice / Shelf - clarify organic vs. advertising (and the definition of) Check out Criteo (Gradient) & Datahawk ● Category benchmarks at the retailer (from the retailer) Check out Walmart Omnichannel ● Peer brand, research firms for that insider track Check out the Poppi convo ● Total sales lift with one retailer or many, commitments with the buyer, forecasting Check out KMG - broker
- 30. Winning on Retail Media today requires a whole lot more than just advertising. Schedule Your Consultation with a Retail Media Expert
- 31. Q&A ELIZABETH MARSTEN Senior Director, Marketplaces @ebkendo
- 32. 32 Stay informed on the future of digital marketing Visit our new content hub ➜
- 33. Thank you!
- 34. 2022 Amazon & Retail Media Virtual Summit WEDNESDAY, FEBRUARY 16TH How to Leverage the Latest Data Trends in Amazon Advertising 10AM PT | 1PM ET The Most Pressing Amazon Operations Challenges — and How to Address Them 10:35AM PT | 01:35PM ET Using Market Share Data to Improve Your Amazon Sales 11:10AM PT | 02:10PM ET Amazon as a Brand Building and Demand Gen Platform: Emerging Trends in Amazon Posts, Stores, Video, and Streaming 11:45AM PT | 02:45PM ET How to Successfully Forecast on Amazon — Even During Year Three of Ecommerce Disruptions 12:20PM PT | 03:20PM ET THURSDAY, FEBRUARY 17TH The Time for Execution in Retail Media Is Now: Priorities for 2022 10AM PT | 1PM ET Walmart’s Omni-Channel Opportunities: Creating an Insights-based Ad Strategy 10:35 AM PT | 01:35 PM ET Scaling Growth Across Digital Grocery Marketplaces 11:10AM PT | 02:10PM ET Getting Your Products on (and then off) the Shelf: Working with Brokers and Creating Winning Advertising 11:45AM PT | 02:45PM ET
- 35. We’re on a break! We’re on a break! Thanks for joining the 2022 Amazon & Retail Media Virtual Summit! We’ll be back at 10:35AM PT | 01:35PM ET