Omnicom’s Post

Accounting for ~115 billion dollars in ad spend in 2023, retail media networks are quickly becoming one of the fastest-growing segments of the advertising space. (source in comments) And keen observers are starting to realize that the application of this model – and its potential gains –extends well beyond the retail space alone. With affordable, scalable adtech offerings on the market and rich first-party data sets abound, businesses in a variety of industries are in prime position to punch their own tickets. Having helped multiple clients develop internal media products in the past year that now operate as low-effort, high-margin revenue streams, I thought I'd share my thoughts on how interested parties can get started. My latest for Forbes:

For years the marketers, agencies and media buyers for multi-location brands have performed digital ad optimization at the DMA or market level. They strive to increase ROAS by maximizing what works for the whole. Last we checked, franchisees cared a bit more about their local ad performance than that of their collective peers - as nice as their peers might be 💘 When great tech like Hyperlocology enables location-specific optimization, the collective gains can far outperform dated market-wide strategies. Here are 5 financial and customer 𝐁𝐞𝐧𝐞𝐟𝐢𝐭𝐬 𝐭𝐨 𝐋𝐨𝐜𝐚𝐭𝐢𝐨𝐧-𝐋𝐞𝐯𝐞𝐥 𝐀𝐝 𝐎𝐩𝐭𝐢𝐦𝐢𝐳𝐚𝐭𝐢𝐨𝐧. #locationbasedmarketing #franchisemarketing #retailmarketing #restaurantmarketing #servicesmarketing https://lnkd.in/g-jvz9qJ

If you needed another reason to listen to today's episode, here it is. And if you need the episode to listen to, here it is: https://lnkd.in/eBpNQUwz

More than ever, advertisers are under pressure to demonstrate measurable outcomes and ensure that every dollar spent is contributing to tangible business results. This shift toward accountability is reshaping how brands approach their media investments, with a clear emphasis on channels that deliver proven ROI.  Aaron Goldman, Mediaocean’s chief marketing officer, summed it up perfectly: “Performance-driven paid media has emerged as the dominant focus for advertisers, reflecting industry-wide scrutiny on channels that deliver measurable business outcomes.” Check out the rest of my article on The Media Leader for more takeaways from Mediaocean's latest market report. https://lnkd.in/en-7WDhb

Came across a good read! The shift towards digital is undeniable! With over 80% of ad spending in key industries like tech, retail, and CPG directed toward digital channels, it's clear where the future of advertising lies. This trend highlights the need for brands to strategically allocate budgets to maximize ROI and stay ahead in a digital-first world. https://lnkd.in/dazn582i

David Nyurenberg, your article struck a chord with me. It reflects where we’ve been as an industry and, hopefully, where we’re headed. I remember when media planning was rooted in quality and context. Early in my career, I worked on campaigns where publisher credibility was as critical as the creative. We poured over placements, ensuring ads appeared in environments that elevated the message rather than just reaching an audience. It wasn’t about chasing impressions; it was about creating resonance. But somewhere along the way, the allure of hypertargeting pulled us off course. I recall the first time I was asked to justify a campaign’s success using metrics that, deep down, I knew didn’t reflect true impact - CTRs on a subpar site that wouldn’t pass even the loosest brand safety checks. It felt like we were trading integrity for convenience. Fast forward to today, and your article highlights the consequences of that trade-off. Made-for-advertising sites, inflated metrics, and automation tools prioritising scale over quality are symptoms of an industry that has lost sight of its purpose. But as you pointed out, there’s hope. Voices like Hershey’s Vinny Rinaldi and Walgreens’ James L. pave the way for a much-needed shift that values the environments in which we place our messages as much as the audiences we target. This shift feels personal to me. It’s a return to what I first loved about marketing: the balance of art and science and the belief that where you tell your story matters as much as the story itself. The challenge now is to act. To hold platforms accountable. To educate teams on the importance of supply-path optimisation. To champion quality-first metrics. Your article reminds us that change is possible, but it requires all of us to step up. The question is no longer whether this shift is necessary - it’s whether we dare to lead it. Let’s ensure this moment isn’t just a reflection but the start of a revolution. Keep up the great work, my friend. Ivan

With more than 200 retail media networks (and counting) and finite media dollars, agency executives say a retail media reckoning may be on the horizon. Retail media networks (RMNs) have been touted as the industry’s latest silver bullet. But given that glut of competition, agency execs say they’re advising clients to be more calculated with their RMN spend. Retailers are increasingly asking for bigger media spend commitments, agency execs say, and advertisers are grappling with how to keep pace. Given the range of competitors, CPMs have a wide range, too, and are anywhere from $25 to $65, depending on the media type and the network, according to an agency exec who shared figures on the condition of anonymity. CPMs go for $15 for on-site display, $8 to $9 for off-site display, $12 for social and $33 for CTV, according to an agency executive who oversees digital commerce. (This second executive also spoke with Digiday on the condition of anonymity). But before forking over more money, advertisers are questioning whether the juice is worth the squeeze. “Increased share of voice within a retailer continuing to invest in sponsored products does not always translate to incremental outcomes,” said a third agency executive who spoke on the condition of anonymity. Meaning, bigger budgets and more ad opportunities don’t necessarily translate to booming sales and brand awareness. “There’s a point of diminishing returns — there’s a point of diminishing returns with all media.”

"Retail Media: A Game-Changer for Brands and Retailers." Q: What exactly is retail media? A: Imagine leveraging first-party data to target consumers with unparalleled precision—on-site, off-site, or even in-store. IAB Europe's Retail Media 101 Guide lays the foundation for understanding this transformative advertising channel. Q: Why should brands care? A: "The numbers speak for themselves," says Jason Wescott from GroupM Nexus. With ad spend in retail media projected to hit €25 billion by 2026, it's poised to surpass traditional TV advertising. Q: Isn’t it too complex for newcomers? A: Yes, complexity exists, but the guide simplifies it with clear definitions, campaign strategies, and measurement methods. Townsend Feehan, CEO of IAB Europe, emphasizes the need for standardized approaches to streamline buying and attribution. Highlights from the guide: Key formats: on-site sponsored ads, off-site programmatic, and digital in-store screens. Measurement focus: Sales and ROI as top metrics for advertisers. Targeting evolution: Using purchase history and basket data for precision. The Retail Media 101 Guide empowers industry players to navigate this dynamic space with confidence. Download the guide and join the movement toward smarter retail advertising and contact us at Freedelity.be to look how we play a role in this movement. Read more and equip yourself for the future: https://lnkd.in/e6BGJfCz

It's been quite a journey since I first stepped into the world of advertising measurement. Back in the day, when I was cutting my teeth at IRI (BehaviorScan, InfoScan scanner data products) from decades ago through comScore Media Metrix, we were just beginning to scratch the surface of digital performance metrics. Fast forward through Yahoo!, iSpot.tv, and my time as CEO at Ace Metrix, and it's amazing to see how far the industry has come. But measurement blindspots and bad habits still remain. Today, I'm excited to share that I'm joining Upwave's Advisory Program. Why Upwave, you might ask? Upwave reminds me of those early days at Ace Metrix when we first introduced new technologies for evaluating advertising performance.  There's that same spark of innovation that drives to push boundaries. But more importantly, there's a genuine understanding of what brands and agencies need in today's complex media landscape– upper funnel measurement and progress through to actual purchase. Let's face it, the advertising world has changed dramatically. The lines between traditional and digital media are blurring. Consumers are more discerning, more sceptical, and often ad-avoidant. . In this environment, gut instinct or what I call “autopsy” metrics that measure marketing effectiveness too late to take action just don't cut it anymore. That's where Upwave comes in. They're not just measuring brand lift; they're redefining how we think about brand impact across all channels and at all points in the consumer purchase funnel. . It's the kind of approach I've always advocated for – holistic, data-driven, and actionable. Of course, joining the Upwave advisory board  isn't just about what I can bring to the table. It's also about working with a group of industry innovators, several of which I’ve crossed paths with before,  on how we can move the industry forward, measuring the right things, and driving advertiser (and publisher) success. So here's to new beginnings, to pushing boundaries, and to never stopping in our quest to understand the complex world of brand marketing. Thank Chris, and the entire Upwave Team. Also the PR announcement by Upwave is linked in the comments.

In today’s data-driven world, understanding the right metrics is critical to ensuring the success of your Digital Out-of-Home (DOOH) campaigns. From impressions and engagement to conversion rates and advanced programmatic insights, these metrics redefine how we assess and optimize advertising impact. Red more: https://lnkd.in/dgM4AW8u #DigitalAdvertising #DOOHMetrics #ProgrammaticAdvertising #MarketingInsights #OutOfHomeAdvertising