With so many shifts in shopper behavior, there have been so many headlines about the new consumer, but what about the new marketer? From changes in the marketing landscape from a cookieless future, to shifts in shopping behaviors, to the expansion of CTV advertising, brands and agencies need to recalibrate their media mix.
What is a retail media network?Retail media networks are advertising networks created by retailers that allow advertisers to purchase ad space across their owned online properties (like apps and websites), or sometimes through paid media opportunities. Retail media networks allow brands to advertise directly through the retailer channels, reaching shoppers who are already interacting with that particular retailer to drive awareness of their products.
What are the benefits of retail media networks and retail media advertising?Purchasing ad space with a retail media network often comes with a set media commitment and helps brands to uphold key retail partnerships. Retail media networks can provide brands access to crucial first-party data directly from the retailers, but there is value in other first and third-party data points that can underscore new audiences with high-intent to make a purchase.
How can GroundTruth complement retail media strategies?At the end of the day, for CPG and Shopper Marketers, the most important screen is the screen the consumer is currently on. While there is value in investing in retail media networks, diversifying your marketing efforts ensures that you’re reaching key audiences in the moments that matter most.
3 Benefits of Using Retail Media Networks and GroundTruth
What are some of the benefits of working with a partner like GroundTruth on top of your retail media network investments?
SpeedVendors can often provide faster turnaround time to launch a campaign than the lead time that a retail media network requires. Less time to get up and running means more time to test, learn, and optimize in real time. GroundTruth campaigns can launch within days depending on the criteria and tactics and you get access to detailed reports to help you understand performance and optimize the next flight.
Innovative SolutionsOutside partners can often provide newer solutions custom-built to fit your needs. For example, if you’re looking to drive sales of a product only available in a few stores, a localized strategy might better fit your objective. For example, GroundTruth’s In-Stock Targeting solution powers your ads to dynamically update the drive-to-store call-to-action to direct the shopper to the store nearest to them with available inventory. No more disappointed shoppers leaving a store empty handed or with a competitor’s product because they couldn’t find yours.