Mary Ann Pruitt’s Post

RETAIL MEDIA INTERSECTS BRANDING & PERFORMANCE INITIATIVES In this article Andrew Lipsman charts how ad formats usually seen as “upper-funnel” have been proven to drive performance in the context of retail media. By residing at the intersection of the advertising industry’s three biggest dislocations, #retailmedia provides brands with exactly what they need at this critical juncture: > decline of linear TV ratings > deprecation of third-party cookies > digitization of physical stores Proof Points: 1. On-site display and video ads deliver the highest ROAS 2. Retail media streaming TV brings measurability to “the least measurable medium” 3. In-store retail media ads deliver reach, quality, and performance Article link in first comment. #cpgmarketing #brandmarketing #performancemarketing #conveniencestores

As the fight for consumer attention heightens, retail media is becoming more relevant in a media eco-system. Here is some interesting insight into what is happening in this dynamic space. #retailmedia

Super strong growth opportunity in retail media over the next four years.

“If you think of retail media or what a retailer has, you can think of the funnel, and in reality, you’ve got performance at the bottom of the funnel. A retailer has that, so they’ll have sponsored product ads. But actually, as the retail media networks expand, you move into CTV, you move into what historically is at the very top of the funnel, and that’s quite a unique scenario.” Stephen Shepherd, Media Strategy and Partnerships Director at dunnhumby, explains why collaboration between Connected TV and retail media is exciting. Listen to the full episode: https://hubs.la/Q01Z4S4m0 #InfoSum #RetailMedia #ConnectedTV

Investment and optimism for CTV/OTT advertising remain high, with 2 in 3 CTV/OTT advertisers are planning to increase their spend this year, with an average increase of 23%. Spend increases are being driven by the ability to capture declining TV audiences (46%), provide the benefits of TV with digital capabilities (44%) and the ability to achieve full-funnel objectives (39%).

As the advertising industry moves beyond cookies, marketers must rely on their first-party data and channels like connected TV (CTV) that provide access to verified audiences. At this critical inflection point, data-driven strategies rooted in identity, retail, and more make a better TV ad experience. Last week, The Trade Desk hosted an event in Toronto with industry leaders from Rogers Sports & Media, CBC & Radio-Canada Media Solutions, Paramount, and EssenceMediacom Canada for a deep dive into how brands can grow with CTV — everything from dealmaking and technology to utilizing data and measurement to finding your audience more effectively in a post-cookie world.

Investment and optimism for CTV/OTT advertising remain high, with 2 in 3 CTV/OTT advertisers are planning to increase their spend this year, with an average increase of 23%. Spend increases are being driven by the ability to capture declining TV audiences (46%), provide the benefits of TV with digital capabilities (44%) and the ability to achieve full-funnel objectives (39%).

Our Account Director Maria Petkova shares key takeaways from the E-Marketer Summit 2024: - Research by IAS shows that consumers are most receptive towards advertising on shopping websites. These retail platforms are particularly valuable to advertisers due to their valuable first-party data as well as their proximity to sale. - Now retail media is also a driving force behind the growth of other channels including CTV and video. By 2027, EMarketer expects 20% of CTV ad spend to come from retail media. - While Netflix and other streaming players aren’t connected to a powerhouse e-commerce platform like Amazon, they’re finding creative ways to fill in those gaps, like partnering with other media networks (for example, NBC Universal partnering with Walmart). - The end result is to get ads in front of consumers where they’re spending most of their time. #digitalmarketing #retailmarketing #emarketersummit #retailmedia

🚀 Exciting News in Advertising! Insider Intelligence/eMarketer's latest forecast reveals the rapid growth of Connected TV (CTV) in narrowing the ad gap with traditional TV. 📈 CTV ad spending is set to soar by 22% in 2024 to $30.1 billion, with a whopping 72.5% growth by 2027, reaching $42.4 billion. 💼 Traditional TV and CTV combined spending to surge by $12 billion between 2023 and 2027. 🌐 CTV is projected to command 47% of the total TV spend of $97 billion by 2027, up from 29% in 2023. 📺 Netflix and Disney+ ad-supported tiers and Amazon's entry will drive CTV ad inventory expansion. 🛒 Retail media spend in CTV to skyrocket by nearly 336% in 2024, constituting 12.1% of total CTV ad spend. 📊 According to ViewNexa, 58% of U.S. adults stream videos on connected TVs, highlighting the CTV dominance. Reach out to our knowledgeable data experts at sales@ventiveiq.com. Let's embark on a journey of precision, empowerment, and unparalleled insights! . . . #CTVAdvertising #DigitalMarketing #AdvertisingTrends #MarketingStrategy #RetailMedia #ConnectedTV

Connected TV is projected to grow 21.2% this year. However, this is still the tip of the iceberg. US adults now spend over a quarter of their daily digital media time with CTV, yet marketers are allocating less than 10% of their digital budgets to CTV. No matter how advertising evolves, 'follow the eyeballs' will always hold true! The question is no longer whether you advertise on CTV, but rather are you investing enough to maximize your return. #opportunity (data source eMarketer) #ctv #streamingtv #mediaagency #marketing #marketer #mediabuying #digitaladvertising #amazonads