ICYMI Jeremy Goldman and I joined Megan Harbold of Skai for a conversation diving into the #nonendemic advertising opportunity in retail media. We covered a lot of ground - both in terms of presentation content and during our conversation and Q&A, where we benefited from Megan's first-hand perspective working with advertisers and retailers on non-endemic campaigns. One area we covered: how the digitization of the physical store will create opportunities for #nonendemic advertisers hoping to reach shoppers across an increasingly diverse set of digital formats. You can access the webinar recording at the link in the comments.
Thanks Sarah Marzano and Jeremy Goldman! Such a pleasure working with you on this, and excited for the next one! I really like how the 'getting started' framework is coming together - More to come from me on this approach but in summary: STRATEGIZE THE EXPERIENCE - Reframe your audiences to fit the retailer experience - pivot from demo/HHI to lifestyle/in-market context. - Reframe your content, creative, and message to fit that context to make sure you're a relevant addition to the experience, not a distraction. VALIDATE THE OPPORTUNITY - Find the budget - Get started with as little as $20,000, and a recommended minimum of 1M impressions is all that's needed for a meaningful campaign test. - Know what to test - Clarify what experiences are incremental in reach, then verify engagement and relevance. Finally, confirm you can successfully engage within the confines of your expected return. - Prepare your measurement - You're going to want a clean room solution or 3rd party partner to help decipher the data. comparing a walled garden to open web media is impossible otherwise.
Such an insightful webinar! Loved the very specific advice on how advertisers and RMNs can tap into this opportunity.
It was such a pleasure to ask you and Megan Harbold tough questions from our audience on one of my favorite topics of 2024! Folks, if you missed this one live, be sure to check out Sarah's terrific presentation via her link in the comments.
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Retail and Commerce Media at EMARKETER
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