Fragmentation: The big challenge for retail media in 2024
The space is increasingly crowded with competitors and with few unifying standards to join them together.
The space is increasingly crowded with competitors and with few unifying standards to join them together.
It’s still early days for in-store retail media. What will it mean for brand strategies and what is the potential for dynamic content and personalisation?
The retail media market has come a long way since Amazon first launched its network in 2012. Since those early days, a broad range of retailers and other businesses have established their own retail media networks, from Walmart to Kroger, Tesco, Best Buy, Instacart and even Marriott. This has catalysed growth which is set to […]
Retail media is evolving into a solution that can address the whole funnel – not just the bottom bit where a sale is made. What might this look like in 2024, and what are the implications for privacy?
Google has begun testing another feature from its Privacy Sandbox, IP Protection, which takes aim at the use of IP addresses as ad targeting identifiers. We spoke to some experts about how it works, and what it means for advertisers.
This webinar takes a deep dive into retail media. It looks at the key networks and players before providing guidance on developing and executing a retail media strategy.
Retail media can help brands reach in-market customers near the point of sale. This guide looks in-depth at the retail media opportunity, with best practice advice on strategy, campaign execution and measurement.
Part of Econsultancy’s Paid Search Best Practice Bundle, this report looks at the growth and opportunities of video and audio advertising, including practical advice on ad formats and targeting options.
Social media platforms can offer brands highly targeted and effective advertising in a wide variety of formats. This best practice guide covers the key opportunities, with practical advice on navigating the challenges, designing campaigns and developing a strategy.
Search engines are often the first port of call in the customer journey. Econsultancy’s Paid Search Best Practice Bundle covers everything businesses need to know about the complex and constantly evolving area of paid search advertising.
A collection of the most recent statistics and market data on online marketing, ecommerce, the internet and related digital media. This report is aimed at marketers looking for benchmarking stats, evidence for use cases or persuasive figures for procuring investment.
With the digital arena expanding to include apps, TVs, virtual worlds and even outdoor billboards, digital advertising has grown vastly in size and scope in recent years. This best practice guide looks at how marketers can successfully plan, create, execute and measure digital ad campaigns.
Reports of television’s demise as a mass-marketing platform may have been greatly exaggerated by some of online advertising’s proponents in the past decade, but the numbers show the inevitable impact of media competition and fragmentation on broadcasters.
In one section of his presentation from February of this year, The New Gatekeepers, Benedict Evans looks at the impact on broadcast viewing as media has fragmented. A notable slide includes a chart showing Nielsen ratings for the top-rated US TV show, which was viewed by over 60% of TV households back in the early 1950s, but by barely 10% of households in 2020, a time of streaming and creator content.
So, what does connected TV (CTV) look like in 2023?
Dassault Systèmes and OST worked to segment industry types and build awareness before generating leads that exceeded their target by 400%. Dassault Systèmes|OST
The UK DTC florist partnered with Outbloom to engage a new Gen Z customer base with targeted offers-based advertising, using a blended CPA approach for new and returning customers. Arena Flowers|Outbloom
The drinks brand worked with agency Trio Media, using buyer personas, geotargeting and social media ads to target a wider demographic and improve clickthrough rates across EMEA. Croft Sherry | Trio Media
The international sports betting brand enlisted Code and Theory to deliver a multichannel campaign using insights from ChatGPT and other data to drive audience understanding and inform campaign creative. Tipico | Code and Theory
The UK’s first CQC-registered medical cannabis clinic partnered with Summit to grow its assisted referrals, with Performance Max campaigns playing a key role in cutting through in the tightly regulated space. Curaleaf Clinic|Summit
The Australian B2B wholesaler of barber products partnered with Online Path to boost online conversion value while maintaining return on ad spend. BarberCo|Online Path
The Greek footwear brand partnered with Revenue Growth Agency to build scalable growth in the US, UK and Europe across paid search and social, with DTC becoming the primary revenue source within 12 months. Ancient Greek Sandals|Revenue Growth Agency
The UK swimwear brand partnered with Iff Digital to drive DTC ecommerce growth by optimising efficiency across its paid advertising channels. Seaspray|Iff Digital
The UK fashion brand partnered with Nest Commerce to shift its marketing spend to top of funnel tactics in order to drive customer acquisition and support its broader business goals. Crew Clothing|Nest Commerce
What exactly do we mean when we talk about contextual advertising? Why is this particular type of advertising – once the predominant method of online ad targeting, which later took a back seat to behavioural targeting – experiencing a resurgence in popularity? And how can brands employ it to best effect?
A roundup of research that paints a picture of the growth, but also the context for the growth, in retail media.
Interviewees in last year’s Econsultancy Retail Media Best Practice Guide highlighted the increasing number of brand-side cross-functional teams.
Nataly Kelly is Chief Marketing Officer at consumer insights platform Zappi, which helps B2C brands with their advertising research and innovation. We caught up with Kelly to ask about the changing nature of market research; any brand doing ad testing ad hoc “will miss out on the latest opportunities to leverage AI for consumer insights,” […]
From AI to incrementality, a land grab-fuelled talent race to non-endemic partnerships, and more programmatic buying to boot.
Google has begun testing another feature from its Privacy Sandbox, IP Protection, which takes aim at the use of IP addresses as ad targeting identifiers. We spoke to some experts about how it works, and what it means for advertisers.
Experts from House of Performance and Oliver Agency tell Econsultancy how the balance shift from personalisation to privacy is impacting paid social and its measurement.
Raise your floor in digital marketing with Econsultancy’s Fast Track to Digital Marketing, for one or one thousand employees, all included in your Econsultancy membership.
This programme combines the best of our on-demand, live, social and interactive elements into highly engaging team-learning experiences.
Through this hybrid course, you and your team will be empowered to: