Erica Randerson

New media channels have to prove that they work. Recently, we released an incremental sales lift benchmark for CPG brands using in-store retail media based on 16 studies over the last 5 years. In a follow up interview with Sara Lebow and Arielle Feger at EMARKETER, I had the opportunity to share a bit more about the study and what we’ve seen in terms of adoption of in-store retail media over the last 8 years. In short, it’s been easier for non-endemic brands to jump on board vs. CPG brands primarily because of the budget silos. The non-endemic brands have thought of Grocery TV as another opportunity to reach their audience in a brand-safe environment where they're more likely to be paying attention. The idea of non-endemic in a grocery store is somewhat controversial, but we’ve seen a number of creative, contextual campaigns that tie the environment to the product (ex: credit card companies including messaging about grocery points at the point-of-sale). We're looking forward to providing more benchmarks for both CPG and non-endemic brands to make it easier for them to invest. #DigitalAdvertising #CPG

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Another milestone: Yahoo DSP advertisers now have seamless access to Kroger audiences. At Kroger Precision Marketing, we believe in the power of our precision purchase signals. Shopping behaviors reveal lifestyles, aspirations, and life stages more meaningfully than demographics alone. This builds on the self-service programmatic capabilities we announced last Fall. Both Yahoo and Kroger Precision Marketing have first-party signals at the core of this offering. Much of the digital media industry has been using the same third-party data signals for decades – and those signals are fading. Big brands are making the switch to retail data. Some key features in our approach: ✅ Programmatic Controls: Manage your own campaigns & activate custom-built, Kroger purchase-based audiences with closed-loop sales measurement in your existing Yahoo DSP seat. ✅ Flexibility: Apply quality controls including verification and brand safety tagging. Easily layer Kroger audiences onto your media strategies, maintaining control of optimizations and rail settings. ✅ Pricing Transparency: Fully-transparent pricing model; know exactly how much of your media investment is allocated to inventory vs. audience vs. measurement. I’m proud of the entire team behind this at KPM. And a special shout-out to our Yahoo collaborators, Elizabeth Herbst-Brady, Mike Brunick, and Beth Nussbaum Gross - among many others. Read more from Kathryn Lundstrom at ADWEEK [article link in comments] #adtech #KrogerPrecisionMarketing 84.51˚ #RetailMedia

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This is a must-read for CMOs! Mars United Commerce recently spoke with CMOs at leading retailers to hear what business challenges they are currently facing. Michele Roney outlines three key capabilities retailer CMOs must build within their marketing organizations to help tackle these challenges. Link to read it in the comments 👇

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Retail is not just about "experiences" in 2024—it's about connected experiences, says #RetailMediaSummit keynote Jessica Hendrix, EVP and CMO of Hy-Vee, Inc.. And that's where #retailmedia comes in—expanding the relationship between shopper and retailer to also include brand advertisers. As a regional chain, Hy-Vee has always been deeply integrated into communities, offering regional insights beyond national chains. Demonstrating the evolution of experiences, Hy-Vee has installed food courts in stores (inspired by Eataly)—Chinese, Italian, and American fare. Shoppers have shown time and again they will spend more money at a location if they connect to the experience. Capturing shopper attention is harder than ever, but delivering relevancy is about diving deeper into the shopper data—beyond demos to psychographics and behaviors. Also, kid influence is much stronger now with parent shoppers than in the past. But there are challenges in measuring relevance—what did the shopper communicate all the way to the register? Biggest trends for the next 12 months: • In-store media will become more important. • Brands/agencies will build centers of excellence to maximize their retail media spend/campaigns. • Value of 1st-party data will continue to evolve. And the big question going forward: how will AI fit more specifically into #retailmedia? How will it become integrated into our needs? Path to Purchase Institute

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Ads on Grocery TV’s In-Store Retail Media Network Achieve an Average 14% Sales Lift for CPG Brands: NEW YORK, April 16, 2024 — Grocery TV, an in-store digital advertising network reaching 1 in 5 Americans, today announced the results of a meta analysis that showed, on average, consumer packaged goods (CPG) brands achieve a 14% incremental lift in sales by advertising on their network. The meta analysis included studies from the last […] #DOOH #digitalbillboards #digitalsignage

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This is a must-read for CMOs! Mars United Commerce recently spoke with CMOs at leading retailers to hear what business challenges they are currently facing. Michele Roney outlines three key capabilities retailer CMOs must build within their marketing organizations to help tackle these challenges. Link to read it in the comments 👇

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As a general rule we tell a lot of our CPG and retail clients not to rely on discounts and promos for customer acquisition. It’s not a sustainable model to bring long-term buyers to your brand. And it’s sound advice. Someone buying your products just because they’re cheap is not a consumer who will drive your brand via loyalty and stickiness - two crucial aspects of the consumer reltationship. Which makes the recent acceleration to the bottom in terms of fees and scoping by agencies to secure new business all the more concerning. If brands are choosing an agency based mostly on price, the likelihood of it leading to a solid partnership is low. If the work is good, the price should be, too. This weeks newsletter is live (and a bit spicy, but that’s what an 18th banner will do to a Celtics fan.)

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Today, one post can redefine a brand's future and impact the bottom line. One viral Tiktok took Walgreen's gummy mango peelable candy to the stratosphere. And yet, most brands are still allocating their big production budgets into a TV spot that will get ignored. To win today, brands have to rethink their internal team structure and approach. In the era of social brands your competitors are also consumers, making it imperative to be social-first ready.  #BrandStrategy #SocialMediaMarketing #ViralContent #SocialBrandEra

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A technical advantage isn't enough to dominate the market. We started working with a CPG brand 19 months into its life and stayed with it for over six years. We began with brand tracking, which led us to identify the gap between the brand's current performance and its potential. We found the brand had a clear technical advantage over its three larger competitors. By consistently communicating the key benefit within an emotional package, we helped the brand gain trial. This strategy resulted in impressive growth. In Year 5, we emphasized loyalty enhancement, and the results were even greater. Understanding the gap and consistently communicating key benefits can transform a brand’s market position. With MSW Research’s expertise, this CPG brand saw significant growth and increased market share. 📈 #BrandGrowth #MarketResearch #MSWResearch #CaseStudy

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RETAIL MATTERS TO BRANDS. Successful retailers have spent years cultivating trusted relationships with shoppers. Building loyalty. Delivering value. Creating experiences. And that loyalty translates into shared opportunities for brands to inspire those shoppers. Thanks to ADWEEK's Kathryn Lundstrom for profiling Kroger Precision Marketing in this article. In 2024, you’ll see us continuing to expand our list of media partners and capabilities. We’re committed to being channel-agnostic to empower brands to reach shoppers wherever they are spending time. And we’re continuing to lead on new measurement capabilities to give brands a near real-time view into how their ad spending is impacting business outcomes like household penetration and incremental sales. The future of commerce is dependent on more meaningful experiences and messages. We’re proud to be on this list of retailers making it happen! #KrogerprecisionMarketing 84.51˚ #retailmedia #CPGmarketing

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Measurement is key to maximize (and prove) marketing impact. Kroger shares how they hold traditional reach mediums like CTV accountable to actual conversion outcomes. Explore more from LiveRamp's #RampUp24 here: https://lnkd.in/gzgVGSrr

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ICYMI: In-store retail media spend will grow to $1 billion in 2028 but will not reach 1% of total retail media spend (EMarketer): In-store retail media ad spend will reach $1.06 billion by 2028, accounting for 0.8% of all retail media spend, according to our March 2024 forecast. Beyond the chart: In-store retail media’s growth is the result of a growing number of screens at retailers. Almost all (99.3%) of retail media ad dollars will be put toward […] #DOOH #digitalbillboards #digitalsignage

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Retail Media Networks have started behaving more like media networks than retailers, and I am here for it. In case you missed it, two giant retail media networks have opened up to near-endemic and  non-endemic advertisers in the past few months. Walmart Connect in April, and now Albertsons Media Collective Walmart: https://lnkd.in/dBmKERhJ Albertsons: https://lnkd.in/dUCh_VtP btw, both are targeting advertisers from the same industries- automotive, entertainment, financial services and travel. However, it’s interesting to note that both have a very different type of offering for non-endemic advertisers. Walmart Connect’s offering is rooted primarily in data monetization. Non-endemic advertisers can leverage Walmart’s first party audience data for targeting shoppers on Walmart’s offsite network - walmart’s onsite inventory is NOT available to them. On the other hand, Albertsons Media Collective is monetizing its onsite ad inventory - only caveat being, the inventory available to non-endemic advertisers is on post purchase pages like order confirmation page. Now, why am I so excited about this? Four reasons. Three reasons come from the way retail media is evolving. The fourth one gives me bragging rights. Why is this a good thing for the retail media industry? → RMNs leaning exclusively on endemic brands are bound to hit an ad revenue ceiling - after all how much ad spend can be extracted from the same set of advertisers? → Thanks to first party targeting, non-endemic ads need not be irrelevant eyesores for shoppers - additional media dollars flow in without impacting shopper experience → Retailers get to charge advertisers a premium - third party cookies are dying, non-endemic advertisers also know that retail media is their best bet The fourth reason and why do I get bragging rights? → At Osmos, we foresaw this evolution in retail media. Hence, we already have the tech to enable non-endemic advertising on retail media networks - whether they want to go the Walmart Connect way or Albertsons Media Collective way. #retailmedia #non-endemic-ads #walmart #walmartconnect #albertsons #albertsonsmediacollective #osmos #offsite

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Measurement is key to maximize (and prove) marketing impact. Kroger shares how they hold traditional reach mediums like CTV accountable to actual conversion outcomes. Explore more from LiveRamp's #RampUp24 here: https://lnkd.in/gfAzGy9c

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Introducing Walmart Connect's in-store measurement capabilities: Discover Skai's how-to on bridging online advertising and offline sales and the 3 key metrics you should focus on: https://okt.to/Hp89Bn

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Jounce Media's newly published State of the Open Internet Report explains the industry’s chronic bidstream congestion issue and how to address it. This latest research highlights the trend toward consolidation we are seeing on the supply side and is a must-read.

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