Brian Spencer’s Post

It was an insightful couple of days at ADWEEK's #Commerceweek '24! Fresh from the bustling streets of Manhattan, Client Director Tara Hekmat shares her top 3 takeaways. 🗽 🛍️ Center the shopper: The consumer reigns supreme in every decision we marketers make. Dive deep into the importance of personalization and connection, as highlighted by industry leaders, like Amanda Bopp from Kate Spade and Kofi Amoo-Gottfried from DoorDash. 📈 Test & Learn: Continuous improvement is the name of the game. Discover the power of experimentation, with insights from Mondelēz' Steve McGowan and Campbell Soup Company's Marci Raible. 🍪 Adapt: Embrace the downfall of the #cookie and welcome a new era of innovation. Explore alternative targeting strategies (i.e. #retailmedia) and seize the opportunity to redefine online marketing, with insights from Chicory co-founders Yuni Baker-Saito and Joey Petracca. ADWEEK's Commerceweek 2024 exemplified the ongoing transformation in the retail and commerce marketing landscapes. Let's take these challenges and turn them into opportunities! SMG

As retail media networks race to improve their capabilities and win ad dollars, they must be careful to adopt best practices that fit their own business model rather than “checking the boxes” by following industry standards. Mars United’s Michele Roney explains why industry guidelines should be strongly considered but not blindly adopted as retailers focus on building media networks that reflect the unique aspects of both their business and their shoppers: https://lnkd.in/eCZbhksb #retailmedianetworks #standards #brandstrategy #ecommerce

Our "Win with Target Promotions" webinar featuring Maya Mirt from Krazy Coupon Lady was packed with invaluable insights. Maya highlighted a significant trend: "Overall Target engagement is up 3% year over year, but during Target Circle Week, it's up a whopping 26%! Consumers are keenly looking for the best value amid inflationary pressures." Target Circle Week is a critical time to capture consumer attention and showcase your brand. https://lnkd.in/g8DE-CE7 #TargetPromotions

📈 **Retail Media on the Rise: Costco Joins the Movement!** 📈 A few weeks ago, we discussed what retail media is and how retailers are diversifying their businesses by leveraging their data for marketing benefits and revenue growth. According to eMarketer, Retail Media will constitute a fifth of global ad spend in 2024, reaching an investment of $140 billion. With over 20% growth, Retail Media has become the fastest-growing advertising investment format. Following the footsteps of rivals Target and Walmart, Costco is launching its own Retail Media network, led by Mark Williamson, the new Executive Vice President of Retail Media at the company. Leveraging data from its membership program, Costco and advertisers will be able to better target shoppers with relevant ads based on their purchasing behavior. Costco’s membership-based model presents a wealth of first-party data, making it an attractive option for advertisers. To read more, check out the article: https://lnkd.in/edK5wkr8 #RetailMedia #Costco #Advertising #Marketing #DataDriven #Ecommerce #DigitalMarketing #AdTech #RetailInnovation #FirstPartyData #MarketGrowth #BusinessStrategy #ConsumerEngagement

Is there anywhere you don’t see retail media today? The rise of retail media networks is transforming the advertising landscape, with more surfaces becoming shoppable and brand awareness channels expanding. Major players like Amazon, Walmart, and Target are being challenged by non-traditional retailers like Chase Bank and United Airlines entering the space. Advertisers are expected to spend over $54 billion on retail media this year, signaling a shift towards more sophisticated media buys and a focus on brand marketing budgets. As retail media evolves beyond direct response channels, it presents exciting opportunities for brands to build awareness and drive transactions within the retail walled gardens. For more on this, check out this article from Digiday: https://bit.ly/3Y64Wbe #RetailMedia #DigitalRetail #Advertising #BrandAwareness #Ecommerce

With retailer media networks maturing & evolving these past few years, are more brands embracing retail media as a full-funnel play? See Jenny Holleran of #KrogerPrecisionMarketing at 84.51˚ & Threefold's Justin Sparks speak with P2PI’s Cyndi Loza about innovating retail media to build long-term brand equity beyond short-term goals, like #ROI & #ROAS. The group also discusses how brands can leverage #retailmedia as a tool to build consumer loyalty, & the challenges & opportunities that remain.

Happy to have the stage to talk about the resilience of Douglas as a retailer, the growth & success we are seeing in the premium beauty segment and the retail media market. I got to share with the audience Retail Media's role in advertising when times are tough, when it comes to providing insights and answers to how campaigns impact sales. Thanks for the audience question on standardisation of Retail Media metrics, I was really happy to be able to explain in simple terms, with a basic example on how complex of a challenge it is. When the shopping experience is not standard across e-commerce platforms, it increases the complexity of standardising the measurements.

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Today we shared how we are making it easier for suppliers to combine Walmart Luminate’s insights with Walmart Connect’s closed-loop, omnichannel retail media solutions. Read more about how this is creating more relevant shopping experiences for customers and helping brands grow their business at Walmart: https://lnkd.in/dyytYsPM

Hold on to your shopping carts, folks! Costco's about to get into the advertising game! 🛒 The warehouse giant known for its bulk buys and loyal members is building an ad business using all that juicy shopping data they've been collecting. 💰 Targeted ads with laser focus: Costco's shopper data is gold for advertisers looking to reach super-specific audiences. A sleeping giant wakes up: Costco has a massive, dedicated member base. This ad program could be a game-changer for revenue growth, not just for Costco, but for the entire retail media space. The test kitchen is open:  With a growth of 21.8%, retail media is growing faster than almost any other form of ad spend. - EMARKETER Costco is still figuring things out, but their entry is a sign that retail media is a force to be reckoned with. It'll be interesting to see how they navigate this new territory. Costco shoppers are famously brand loyal, and their spending habits are a goldmine of insights. Being an early player in this space could mean getting dibs on a whole new generation of super-targeted advertising. Ryan Barwick | Morning Brew Mark Williamson | Costco Wholesale  Mike Feldman | VaynerMedia #RetailMediaNetwork #AdTech #ProgrammaticAdvertising