Thank you to everyone who attended DV IMPACT: Bangalore! It was an insightful evening with esteemed industry leaders as Nachiket Deole, Jaiti Hariani and Samir Karpe led conversations about key trends in digital advertising. Shoutout to our panelists for sharing their knowledge: Gaurav Tyagi, Associate Vice President of Media Planning at Interactive Avenues Chetan Sharma, Head Of Digital Marketing at Cleartrip Gaurang T., Head Digital Marketing & E-Sales at Royal Sundaram General Insurance Co. Limited Kunwarbir Singh, Senior Global Marketing Manager at Lenovo If you enjoyed this event, we are taking our DV IMPACT series across the world. Be sure to follow along as we continue to discuss the latest trends and topics in the advertising industry. ✈️
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Award-winning digital media executive serving the Fortune 500 | Forbes Communication Council | 40 under 40 | Top Women in Media: Tech Leader, Social Media Groundbreaker & Data and Research Trendsetter | SVP, Marketing
Quid pro quo. "If you don’t spend, you’re going to suffer the consequences." "Spend or else." Big thank you, Digiday and Kimeko McCoy for today's illuminating article, "Retail media frenzy muddies negotiations with brands, who agency execs say must spend or ‘suffer the consequences,’" and fellow Path to Purchase Institute 40 Under 40 Class of 2022 honoree, Mike Feldman, for sharing it with your network. (Link below.) Until now, this dynamic between brands and retailers had mostly been shared with me privately by a number of Aki Technologies' clients. As I wrote in my Forbes 2024 predictions (link below), EMARKETER reported that 58% of retail media decision-makers see lower ROI with their retail media investments compared to other channels. While I believe this reported 58% still leaves plenty of space for retail media investments to perform, I also stand firmly on my stance that Retail Media Networks, like all media providers, need to prove their efficiency as a marketing channel if retailers are going to ask brands to spend with them. As an official rallying cry, I invite our media industry—both retail media and traditional media—to systemically reconsider: 💸 Sales team incentives that don’t align with the needs of clients and their customers 💸 Spend requirements that aren’t in the best interest of the brand or their customers 💸 Media recommendations that don’t prioritize the best outcomes for clients and their customers Noticing the pattern? As a media industry, let’s focus on delighting our clients and their customers (Inmar Intelligence's mission) rather than pressuring investments into areas that may or may not deliver optimal results. (I know Risa Crandall 🚀, Todd Benedict and many others at Aki Technologies and Inmar Intelligence share my take on this!) Curious to see what delighted customers look like? Check out what Amie Owen of KINESSO and UM Worldwide, April Carlisle of Spark Foundry, Drew Ingram of Frito-Lay North America, Alex Ryan of Initiative, Kate Brady of PepsiCo and Kent DeCesare of AbbVie say in this video: https://lnkd.in/gV7khW_M Kimeko McCoy's article closes with an agency exec’s quote: “If they have a finite budget to invest in marketing for the year and that marketing budget needs to support sales activities, then brands need to think about what does the rest of that media mix look like.” YES. If you're managing a media budget with retail media investment, DM me to brainstorm how retail media accelerators fit into your mix.
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