RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First Impression

Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.

Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.

1. Marvin Vacquier Droop
Debunking
the non-endemic
myth

2. This will be the year
of mobile

3. 2024 will be the year
of mobile
non-endemic revenue

5. 5 to 10% from revenue
is now non-endemic
There is a lot of room for growth

6. BUT,
Why are not more non-endemic brands
coming to our retail media network?

7. Understand how
marketers of non-endemic
brands think.

8. First let’s distinguish the advertisers
as anendemicadvertiser,
theproduct is soldon theplatform or
in thestore whereyouwant toadvertise
Endemic

9. First let’s distinguish the advertisers
as a near-endemicadvertiser,
youdo notsellyourproduct or service
on theplatform or in thestore
BUT youdo have a close relevancetothestore’s
assortmentof products
Near-endemic

10. First let’s distinguish the advertisers
as a non-endemicadvertiser,
youdo notsellyourproduct or service
on theplatform or in thestore
Non-endemic

11. Then let’s understand
the customer journey
1. Morning
2. On the way to work
3. On a break
4. In the store
6. During a walk
5. At home

12. Fit the customer view
in the journey

13. Audience data are not available or not
matching the audience data marketer’s need.
But the biggest
challenge is
Cheap Harry, Deal seeker Susan, Big spender Mo…

14. “Normal marketing”
•Third party data
•Contextual
•Cleanrooms
Retail digital (website & app)
•Lots of first party data
Retail in store first party
(POS)
•Lots of untapped first
party data

Sale / Conversion
•Lots of first party
data
Infinite data loop
for marketing funnel

15. Experts in digital signage
solutions for retail & brands
It’s all about experience
Pleased to meet you
We are
First Impression

17. Challenges
•Realtime audience data
•Demographic information
•Sensors

18. Focus points
to increase value for
retail media networks
•Digital vision in a legacy tech industry
•Technical challenges with signage infrastructure
•IT at retailers
Actionable data for instore retail media

19. Experience center & HQ Maidstone 24 5026 SK Tilburg NL| Cruquiusweg 111C 1019 AG Amsterdam NL | [phone] | firstimpression.com
Business lead software & integrations
Marvin Vacquier Droop
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