Summary:
Retail media networks (RMNs) are a rapidly growing sector in advertising, offering brands targeted and measurable campaigns through retailers' channels. However, to unlock further growth and access broader brand budgets, RMNs must evolve to Retail Media 3.0. This involves:
Data Sharing: Sharing data-driven insights with brands, creating a strategic partnership and flipping the script on data hoarding.
Media Excellence: Matching the capabilities of advertising giants with self-service solutions, automated buying, and real-time reporting.
Full-Funnel Reporting: Providing deep customer insights across the entire purchase journey, not just sales.
Enhanced In-Store Experiences: Integrating digital elements into physical stores, offering dynamic creative updates and programmatic inventory.
Key Takeaways:
Retail Media 3.0: This represents a significant shift for RMNs, focusing on strategic partnerships, data-driven insights, and delivering full-funnel marketing solutions.
Brands' Expectations: Brands seek data-driven insights, media excellence, full-funnel reporting, and enhanced in-store experiences from RMNs.
Data Sharing as a Differentiator: RMNs can leverage their unique access to first-party data to provide valuable insights to brands, a key advantage over other media channels.
Importance of Partnerships: Collaboration between brands and RMNs is essential for designing products that meet full-funnel needs and driving business impact.
Trends:
Programmatic Open Ecosystem: Standardization and the use of aggregators will enable advertisers to easily purchase across multiple networks.
Omnichannel Advertising: RMNs are creating innovative solutions that integrate in-store and digital experiences, providing valuable insights into campaign effectiveness.
Privacy Focus: With increased data privacy regulations, RMNs must prioritize consumer privacy protection while still offering targeted advertising solutions.
Conclusions:
Retail Media Growth Potential: The US retail media market is projected to exceed $100 billion in revenue, but RMNs must evolve to Retail Media 3.0 to unlock this growth.
Strategic Importance of Retail Media: Senior-level marketers are increasingly recognizing retail media as a powerful strategic tool, not just a tactical channel.
Adapting to Evolving Demands: Both brands and RMNs must take specific actions to prepare for Retail Media 3.0 and meet the changing expectations of advertisers and consumers.
Implications for Brands:
Restructure for Growth: Brands should break down silos between teams and collaborate with RMNs to develop full-funnel marketing strategies.
Invest in Data Capabilities: Building data capabilities is crucial for leveraging insights from RMNs and driving strategic planning.
Prioritize Key Networks: Focus on high-impact RMNs and use technology to manage the long tail of smaller networks.
Implications for Retailers and RMNs:
Flip the Script on Data: Share data-driven insights with brands to build stronger partnerships and unlock value for all stakeholders.
Publish the Store: Create digitally enhanced in-store experiences that connect with consumers and provide valuable data insights.
Prepare for Programmatic: Standardize inventory, explore working with aggregators, and offer self-service solutions.
Update Commercial Strategy: Adapt go-to-market strategies to cater to both top-tier and long-tail accounts.
By embracing these changes and investing in the necessary capabilities, both brands and retail media networks can thrive in the rapidly evolving retail media landscape.
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