Ryan Mayward

We're running a webinar for Brands in a couple of weeks' time on Retail Media from an Advertiser's perspective (all of the information can be found below). If you're a CPG Brand Manager, Shopper Marketer, Ecommerce Owner, or you're in Digital Marketing, this could be a helpful session for you. A lot of the content out there right now is based on the theory - our intention for this session is to make it super practical & based on real-life case studies of those who we think are getting it right. We have a great panel line up, so you'll be hearing contributions from brands on how they're working in their organisations to set up for success in this 'new world' of advertising and I'm hoping they'll also be brave enough to tell you what they've gotten wrong too!

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So glad to see Digiday and Kimeko McCoy write about retail media networks that every marketer, especially those in CPGs, needs to read and absorb. There are pros and cons. My business partner Boris Litvinov contributes. Unfortunately, we are seeing marketers over-invest in RMN with blind faith without realizing the 2X-6X cost implications which affects ROI/ROAS. In an economy when budgets are so tight, no CPG marketer can afford to be that frivolous with their investments, but they are. #rmn #retail #media #retailmedianetworks

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To hyper-target or not to hyper-target? 🤔 Gordon Eldrett, our VP of Media & Tech at Circana, dives into this very question in this chat we had. Sure, technology and data lets us be precise but that doesn’t always mean you should. Reach and volume are important especially to CPG brands .It's a fine seesaw balancing act! 🎢 On one side, reducing waste by eliminating broad targeting might seem efficient, but what about that other 30% of potential customers? Those light or new to category buyers? Perhaps it's time to rethink: Are we sacrificing reach for precision? Are our ad messages becoming a whisper in a crowded room? 🤫🗣️ Check out Gordon's view below, on finding the balance between targeting and advertising reach. I will be sharing some data and examples soon on how Circana believes we can achieve the balancing act, after all, it's all about engaging the right audience without limiting ourselves too much! 💡 #audience #Advertising #MarketingStrategy #Targeting #Circana

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I had a fab time at the AdTech Economic Forum as we brought together some of the best minds from advertising and finance to share valuable insights and best practices. Big shout out to Michael Farmer and Sabrina Traskos for chatting it up with me on stage about the economics of creative. As we discussed, the creative renaissance really is about creative intelligence and data that is driven by more robust, AI-empowered media planning. I also want to put the spotlight on some of the other leaders at yesterday’s event! Sir Martin Sorrell, Founder & Executive Chairman of S4 Capital Group, shared that personalization at scale is one of the biggest opportunities for generative AI when it comes to creative. Brian Wieser, CFA, Principal at Madison and Wall, expressed that the minority of brands that are proactive about investing in better creative will actually find greater success during economic uncertainty. Finally, Rishad Tobaccowala put it best: “It’s not about the pipes, it’s about the poetry!” How brilliant! All this is to say, we need to get the right, personalized creative in front of the right audience at the right time to drive the right outcome. And please let’s reduce the waste!! #AdTechEconomicForum #Advertising #XRExtremeReach #AI #MediaPlanning #GenAI XR Extreme Reach

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There is so much going on in the political advertising world this season. I had the best time diving into the political landscape with The AdTech Forum! We discussed current trends in political digital advertising, the pain points we are facing and what ad tech folks need to know about our unique niche. Watch at the link below, or give it a listen here: https://lnkd.in/efPaMMGJ

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Yet another story reaffirming the sad truth: the traditional brand safety approach is broken. Consumers want an open and free internet experience, Advertisers want accurate classification at scale, ensuring they place ads in environments they deem valuable, and Publishers want to successfully monetize against their premium content. Legacy, over-restrictive brand safety tactics do nothing to serve the interests of these three key entities. If you are interested in learning more about how AI is solving industry problems and discussing #advancedcontextual solutions, feel free to reach out to illuma. https://lnkd.in/eWwNS_Mw

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