RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heidi Anthonis | Happy Horizon

Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.

1. Landscape
Retail media worden of
erop adverteren?
Wat moet je ermee
als je geen AH of
Unilever bent?

2. Becoming a
retail media
network
yourself?
2
Retail Media dilemma’s
Advertise
on retail
media
platforms?

3. Deploying it
for reach &
& awareness?
3
Retail Media dilemma’s
Focus on
activation
and / or
(point of) sale?

4. Is it actually
a
marketplace
?
4
Retail Media dilemma’s
Or is it rather
programmatic
advertising?

5. Only
B-to-C?
5
Retail Media dilemma’s
Or also
B-to-B?

6. Such dilemma's!!!

7. Heidi Anthonis
CIO Happy Horizon
●10 jaar retail
●20 jaar media buying

8. Retail media isn't new NOW…
So what’s the hype?
Marketing funding through
supplier contribution,
part of category
management deals
Separate offering of
advertising inventory, apart from
category management, for
ENDEMIC advertisers
The old days… As of 2015…
Increasing
# of non-food retail
launches retail
media networks
Now!
Retail media platforms
in NL start
allowing NON-ENDEMIC
advertisers
New playing field

10. Zalando Media
Services

12. -Instore screens, vlonders en kopstellingen
-Folder advertentieruimte
-Gezamenlijke themagedreven SEA campagnes
-Media planning tool en dashboard
-Alleen Endemic
Technische Unie
Also B-to-B!

13. Landscape
Blurring boundaries
between channels

14. To Retail media or not to Retail Media?
Blurred line between display & retail media

Reguliere
browser,
cookies
accepted
Incognito,
cookies
rejected

15. 4x assortment,
curated vendors

16. Non - Endemic








Endemic
Marketplaces ProgrammaticRetail media
Channel definitions are becoming diffuse
Marketplaces vs. Retail media vs. Programmatic

17. Media mix
Where in the funnel
does Retail Media fit

18. Orientation Consideration Conversion
POINT OF PURCHASE - Endemic

19. Orientation Consideration Conversion
AWARENESS - Endemic

20. Orientation Consideration Conversion
Non-endemic Endemic

21. Orientation
Endemic
Banner ads website / shop / app
Category banners (online)
Extended reach (online)
Instore digital screens
Instore shelf
communication
Sponsored products
Kassa screens
Print magazines
Email banners
Flyer bezorgkratten
Consideration Conversion Retention
DO!
When you want to advertise
close to the conversion
moment

22. Orientation
Non- endemic
Consideration Conversion Retention
DO!
When you want to build
additional reach with specific
targeting
Banner ads website / shop / app
Extended reach (online)
Instore kassa screens
Print magazines
Email banners
Flyer bezorgkratten
Check! Link-out option to
your own site?
MUST! Creative hook
to smoothen experience

23. Creative hook
Use of context

Bron; Ahold Retail Media

24. Creative hook
Use of context

Bron; Jumbo Retail Media

26. Ecosystem
Becoming or using
Retail Media

27. Becoming Retail Media Using Retail Media

Ad inventory
Does your platform offer a diversity of ad inventory? Are multiple ad formats available?
Targeting
At what scale can you leverage your customer profile data to enrich targeting on your platform?
(A.k.a. how attractive is your platform for qualitative reach)
Volume
What is your monthly online and offline traffic? Do you encounter seasonality?
(A.k.a. can you deliver reach at scale to advertisers)?
Becoming or using retail media?
Commercial challenges

28. Becoming Retail Media Using Retail Media
Becoming or using retail media?
Commercial challenges

Viable business model
> 1 mio monthly visitors
Consider the level of
recurring vs one time
customers
High traffic, broad
audiences
Specific niche
audiences
Volume
Traffic a.k.a. reach at scale?

29. Becoming Retail Media Using Retail Media
Becoming or using retail media?
Commercial challenges

Data insights (can be
made) available based
on demographics and
behaviour
Proprietary
customer(-card)
database
Targeting based on
specific context or
purchase behaviour
Targeting based on
geography / socio
demographic profile
Targeting
Customer profiles available?

30. Becoming Retail Media Using Retail Media
Becoming or using retail media?
Commercial challenges

Automation to deliver
personalized /
segmented campaigns
Choice of offline /
online media, possible
to create tailored media
mix
Auction based /
automatic planning,
Preferred positions
Ad inventory
Multiple formats available?
Offer consists of at least
>3 types of inventory

31. Becoming Retail Media Using Retail Media
Becoming or using retail media?
Commercial challenges

Automation to deliver
personalized /
segmented campaigns
Choice of offline /
online media, possible
to create tailored media
mix
Auction based /
automatic planning,
Preferred positions
Ad inventory
Multiple formats available?
Offer consists of at least
>3 types of inventory
Data insights (can be
made) available based
on demographics and
behaviour
Proprietary
customer(-card)
database
Targeting based on
specific context or
purchase behaviour
Targeting based on
geography / socio
demographic profile
Targeting
Customer profiles available?
Viable business model
> 1 mio monthly visitors
Consider the level of
recurring vs one time
customers
High traffic, broad
audiences
Specific niche
audiences
Volume
Traffic a.k.a. reach at scale?

32. Landscape
Take Aways

33. Old!
But new!
Non-endemic
is the next
opportunity
Media
landscape
disruption
Data driven
advertising in
hands of new
contestants
Value for
money?
Benchmark
each ad asset
on its own
merits