Marty Kahnle’s Post

Retail media is the bell of the ball as we kick off “new fronts”. 🚀 Media Trends Update: Retail Media and CTV Take Center Stage 📺🛒 As advertisers navigate an evolving landscape, two channels are stealing the spotlight: Retail Media and Connected TV (CTV). Here’s what you need to know: Shift in Budgets: Advertisers are reallocating funds to these high-growth channels, driven by engaged audiences and measurable outcomes. Convergence: Media giants (think Disney and NBCUniversal) are teaming up with retailers (like Walmart and Instacart) to blend CTV’s brand-building power with retail media’s data-driven capabilities. First-Party Data: It’s the secret sauce! Both retail media and major players emphasize leveraging first-party data for personalized targeting and optimization. NBCUniversal x Instacart: A new collaboration lets CPG advertisers reach in-market consumers across streaming and linear channels. Win-win! Cookie Deprecation Challenge: With Google delaying third-party cookie deprecation, innovative partnerships aim to overcome signal loss. Amazon’s ad business is thriving due to innovative streaming ads and e-commerce tie-ins, with new formats enhancing audience engagement amidst intense competition. 🚀💥📺 Stay tuned for more updates! 🌟 #MediaTrends #Advertising #CTV #RetailMedia #AmazonAds #StreamingAdvertising #MarketingInsights

This is how you turn TV into a commerce-enabled performance marketing channel. Legacy media companies and retailers are leveraging partnerships to merge the reach of connected TV (CTV) with the precision targeting of retail media, capitalizing on the evolving advertising landscape. Amidst privacy concerns and technological advancements, digital ad spending is expected to increase, with a focus on retail media and CTV. Deals like NBCUniversal's collaboration with Instacart and Disney's partnership with Walmart Connect demonstrate this convergence. These collaborations enable advertisers to target specific audiences and measure campaign effectiveness using first-party data. Link in the comment section. #advertising #firstpartydata #datacleanroom #ctv

#30DaysofRetailMedia | Day 24: CTV Shakes Up Retail Media Retail media plays a starring role in TV’s evolution. Retail media connected TV (CTV) advertising spend in the US will reach $813 million this year, jumping to $5.63 billion by the end of 2027. Retail media and CTV are converging, as retailers and streaming services unite, including: ⭐ Kroger’s partnership with Roku ⭐ Kroger’s partnership with Disney (Hulu) ⭐ Amazon Prime Video and Amazon Freevee Why are retailers teaming up with streaming services? 📣 Retailers expand their off-site reach with ads on major media networks 🛍 Brand advertisers reach consumers earlier in their shopping journey 🎯 Streamers access retailers’ first-party data for superior targeting Unlike traditional TV ads, retail media CTV ads enhance both branding and performance due to superior targeting and measurement. That’s why CPG giants like P&G and L’Oréal are investing more in CTV ads with help from retail media networks.     What would you add? #retail #ecommerce #media #CTV

"The next frontier for the ad market isn’t on TV — it’s at screens near points of sale." 🚗 Retail media networks are rapidly taking a significant part of total ad spend and providing marketers with more opportunity to find their audiences at key moments of attention. Read more how players like Walmart, Amazon (and GSTV!) are playing a role in the shifting digital ad space from CNBC:

🚀 Trend Alert: Retail Media & CTV Ad Spending is Growing 📈 2023 is witnessing a surge in digital advertising, especially in retail media and CTV (Connected TV) ad spending. According to recent forecasts: 💠Retail media is not just about search ads anymore. Advertisers are diversifying and are set to spend over $45 billion on retail media this year. 💠CTV ad spending continues its upward trajectory, with significant growth anticipated. In fact, by 2024, CTV ad spending in the US is expected to reach $18.29 billion. 💠By 2027, retail media ad spend is projected to cross the $100 billion mark, marking a major shift in advertising dynamics. This shift underscores the growing importance of omnichannel strategies in today's digital landscape. For businesses and marketers, this means rethinking traditional advertising avenues and embracing the immense potential of retail media and CTV platforms. Let's discuss: How are you adapting your advertising strategies to leverage these booming channels? #DigitalAdvertising #RetailMedia #CTVAdvertising #MarketingTrends #AdSpend #programmaticadvertising #OmnifyTV

When confronted with declining market demands and limited resources, what strategies can marketers employ to reverse the trend and drive maximum business impact? Using a data-drive CTV strategy on The Trade Desk, LG was able to achieve better campaign KPIs, positive brand awareness and ad recall targeting potential buyers across the U.S. Read more about the case study here! #ctv #programmaticadvertising #datadrivendecisions

FYI: Volta Charging pitches the benefits of advertising on place-based screens at the point of purchase decision (paid promo article on AdAge): Brandt Hastings is the president and CEO of Volta, a member of the Shell Group, where he leads the company’s dual EV charging and digital media network in North America. Remember that in-store audiences are still 70% larger than digital retail media audiences, per data from Placer.ai and Comscore Media Metrix Multi-Platform. For the majority […] #DOOH #digitalbillboards #digitalsignage

FYI: Volta Charging pitches the benefits of advertising on place-based screens at the point of purchase decision (paid promo article on AdAge): Brandt Hastings is the president and CEO of Volta, a member of the Shell Group, where he leads the company’s dual EV charging and digital media network in North America. Remember that in-store audiences are still 70% larger than digital retail media audiences, per data from Placer.ai and Comscore Media Metrix Multi-Platform. For the majority […] #DOOH #digitalbillboards #digitalsignage

“Store visits is what we really want to measure as we start to view #CTV as a performance channel,” said Jennifer Tate, CMO at CKE Restaurants, Inc., parent company to Carl’s Jr. “We view CTV as both important for awareness and brand messaging, but also critically important that it’s driving store visits.” Increasingly, Carl’s Jr. is spending more on CTV and less on things like linear television, per Tate. It’s unclear how those dollars are shifting as Carl’s Jr. did not disclose specific figures. That push into CTV–again, powered by IRIS.TV–has led to 2.2X higher return on ad spend compared to other targeting methods and a 152% incremental lift in sales, according to a company spokesperson. The company also did not detail specific figures around #ROAS or lift in sales.