Alison Ehrmann

Good news for us #B2C marketers out there! And super interesting... wonder how many other institutions might follow suit... and if this is a long or just short-term workaround to third-party data restrictions. 🤔 #digitalmarketing #datatracking #marketing

8

1 Comment

Retail Media Networks have started behaving more like media networks than retailers, and I am here for it. In case you missed it, two giant retail media networks have opened up to near-endemic and  non-endemic advertisers in the past few months. Walmart Connect in April, and now Albertsons Media Collective Walmart: https://lnkd.in/dBmKERhJ Albertsons: https://lnkd.in/dUCh_VtP btw, both are targeting advertisers from the same industries- automotive, entertainment, financial services and travel. However, it’s interesting to note that both have a very different type of offering for non-endemic advertisers. Walmart Connect’s offering is rooted primarily in data monetization. Non-endemic advertisers can leverage Walmart’s first party audience data for targeting shoppers on Walmart’s offsite network - walmart’s onsite inventory is NOT available to them. On the other hand, Albertsons Media Collective is monetizing its onsite ad inventory - only caveat being, the inventory available to non-endemic advertisers is on post purchase pages like order confirmation page. Now, why am I so excited about this? Four reasons. Three reasons come from the way retail media is evolving. The fourth one gives me bragging rights. Why is this a good thing for the retail media industry? → RMNs leaning exclusively on endemic brands are bound to hit an ad revenue ceiling - after all how much ad spend can be extracted from the same set of advertisers? → Thanks to first party targeting, non-endemic ads need not be irrelevant eyesores for shoppers - additional media dollars flow in without impacting shopper experience → Retailers get to charge advertisers a premium - third party cookies are dying, non-endemic advertisers also know that retail media is their best bet The fourth reason and why do I get bragging rights? → At Osmos, we foresaw this evolution in retail media. Hence, we already have the tech to enable non-endemic advertising on retail media networks - whether they want to go the Walmart Connect way or Albertsons Media Collective way. #retailmedia #non-endemic-ads #walmart #walmartconnect #albertsons #albertsonsmediacollective #osmos #offsite

27

1 Comment

Marketing, tech, and finance need to be on the same team if you want sustainable and lasting success in your marketing department, and as a company. Communication is key. Everyone needs to be on the same page, not just departments communicating with themselves. Get together for strategy building, and you'll find yourself with a clearer picture. #Marketing #MarketingStrategy #BusinessGrowth

3

Is CostCo the new Walmart…or is it just Hotdogs and Loo roll? Walmart struck gold with its retail media business, raking in a whopping $3.4 billion last year from its e-comm platform alone. Now, all eyes are on Costco to see if they can replicate that success as they launch their beta. With over 73 million paid members - that's more people than the entire population of France! - Ohh la la! Costco has a massive captive audience that brands would kill to reach and let's not forget their rapidly growing e-commerce sales, which could be a goldmine for advertising spend. But is it all hot dog combos and huge TV’s…..there are a few hurdles Costco needs to clear first: 🤺 Competition: Walmart and other retail giants are already dominating this space, so Costco needs to bring something unique or drive more value to stand out. 🏗️ Infrastructure: Building a robust retail media platform isn’t cheap or easy. Costco might need to invest in some serious tech and data analytics firepower (but I know they already have an awesome base with Circana) 🔒 Privacy Concerns: Customers value their privacy like they value those giant tubs of peanut butter. Costco needs to tread carefully to maintain trust whilst proving a credible value exchange 🤼‍♂️ Supplier Tensions: Introducing advertising could ruffle some feathers with existing suppliers, especially if certain brands get preferential treatment. Despite these challenges, the potential rewards could be juicier than pallet of strawberries for Costco to ignore. If they can crack the retail media code, they could be swimming in those pools they sell. What do you think? Did you spot all the CostCo shopping references? Comment below and give your view. #retailmedia #retailmedianetworks #advertising #Media #costco

49

7 Comments

Exciting news! Path to Purchase Institute just published my latest article on Impulse Shopping. At Provoke Insights, we surveyed 1,500 individuals across the US to uncover who's most prone to impulse buying and which industries are most susceptible to impulse shopping. Our findings reveal crucial strategies for marketers. Big thanks to Melissa Conforto for her hard work on this project! #ImpulseShopping #MarketingInsights #marketresearch https://lnkd.in/e5DV3MUx

14

If every company in the mid-2010s was a “data-first organization” and every company in the mid-2000s was going through a “digital transformation,” the mid-2020s will be a consolidated “AI transformation” to become “AI-first.” That said, this is a very straightforward article on the practical application of AI in a very “not AI” industry.

11

Distribution coverage, availability, penetration always makes a big difference in volume. Something we've always known as marketers. I tend hew close to the 4Ps as we marketers tend to get distracted by the most recent shiny thing. Another, always good to see with data and cool infographics post.

2

Great article from the one and only Rob Hall! Let's get behind a narrative that allows us to "think about the mindset that users are in" versus targeting users based on past browsing history. https://lnkd.in/gpdjNj3s

41

Add another retail media network to the mix—Costco has entered the game! As the article headline quote says, "Advertisers could soon be targeting hot-dog-combo enthusiasts who buy toilet paper by the truckload." The retail giant is leveraging its 74.5 million household membership data to roll out targeted advertising both on and off its website. Think that Costco, the third-largest retailer in the U.S., may soon be a major competitor in the highly competitive retail media market? This market is projected to grow to $166 billion by 2025 and account for 20% of all digital media spending this year, as reported by eMarketer. #retailmedia #rmn #retailadvertising

10

With third party cookie deprecation coming soon, I've been working with several of my fractional CMO clients to get the teams, systems and data ready for the change. I've outlined some of the things we've been working on in the article below. If you've already addressed these, great! If not, you should definitely take a look. These are things you should be considering. https://lnkd.in/g-HuERfM

7

3 Comments

Much like the seltzer craze - maybe the big beverage companies should jump on and ride the wave? From NA to nootropics, and cbd to just some plain ol' mocktails (Have you tried them?!?! You might be surprised!) What would a more sober America look like? Combining the supplement market, health & beauty, and drink market.....sounds like a $$ maker!! #healthieramerica #healthierworld #mocktails #NonAlcoholicBeveragesAdSpend #GuidelineData

10

2 Comments

I've seen so many Shopify themed posts on LinkedIn recently. "Shopify or bust" posts need a bit more meat on the bones comparing product roadmaps between competing platforms. Oversimplification doesn't serve an audience well. Shopify has its place...as do Mach vendors and evolving monoliths like Adobe Commerce, et al. Imo...agnoticism re: platform evaluation is a prerequisite to making a well considered decision with major consequences for a merchant.

17

4 Comments

Is it retail media or commerce media? The distinction goes beyond semantics. As my Skai colleague Nich Weinheimer explains in his article for Total Retail, the classification determines "how advertisers will manage, staff, budget and strategize their programs. This distinction impacts everything from operational execution to strategic planning and will shape the next era of advertising." Read the whole thing: https://lnkd.in/ezKFcTV2

6

10 reasons and 1 sense for startups, small and midsize CPG (consumer packaged goods) marketers and brand owners to save money by outsourcing packaging. Here are 10 key reasons why contract packaging (co-packing) can lead to significant cost savings for startups, small and midsize CPG marketers and brand owners: 1.     Avoid upfront capital investments – Outsourcing eliminates the need to invest in expensive packaging equipment, facilities, and staff training.   2.    Economies of scale - Contract packagers can leverage bulk purchasing power to obtain materials and supplies at lower costs.   3.    Variable costs - Outsourcing allows startups to only pay for the packaging services they need, avoiding fixed overhead costs.   4.    Expertise reduces waste - Experienced co-packers optimize material usage and minimize packaging waste through efficient processes.   5.    No overhead costs - Startups avoid costs associated with operating packaging lines in-house, such as labor, utilities, maintenance, etc.   6.    Scalability - Outsourcing makes it easy to scale packaging up or down based on demand without major investments.   7.    Sustainability options - Co-packers can guide startups towards cost-effective sustainable packaging materials and designs.   8.    Faster time to market - Avoiding packaging line setup accelerates product launches for quicker revenue generation.   9.    Focus on core business - Outsourcing frees up capital and resources to invest in product development, marketing, and sales.   10. Flexibility for customization - Contract packagers can cost-effectively accommodate packaging changes and customization needs   By leveraging the expertise, economies of scale, and flexibility of outsourced packaging services, CPG startups, small and midsize, can significantly reduce packaging costs while focusing resources on core growth areas.   Saving money by co-packing is a matter of common sense. https://lnkd.in/emkPrXWu Globel Copacking LLC

14

Anybody want some good news? It’s blowing in, my friends. The Conference Board's Consumer Confidence Index reached 102 in May, a level not seen since the early 2000s. (A reading above 100 indicates a strong and optimistic consumer outlook, making this surge a promising sign for brands and the agencies that serve them. As the kids say: LFG!) Consumer spending remains robust, as evidenced by the recent successes of companies like Dick's Sporting Goods (5.3% increase in comparable sales, largely driven by my relentless purchasing of pickleball supplies) and Abercrombie & Fitch (22% year-over-year jump in sales for the first quarter for a company that's finally turning the corner). These examples perhaps demonstrate that consumers are willing to spend when presented with compelling value (perceived worth relative to price). Rising consumer confidence and lower prices are like wind and sails for a ship – together, they can propel a brand forward with incredible speed and efficiency. Brands that effectively combine the appeal of value with the growing optimism among consumers will find themselves well-positioned to outsail their competitors. To harness this powerful combination, brands should consider emphasizing the long-term value and benefits of their products or services. By positioning their offerings as smart investments that will pay off over time, brands can tap into the confident and optimistic mindset of consumers. For example, a technology company could highlight how their latest smartphone model is built to last, with features that will keep it relevant and valuable for years to come. A home appliance brand could emphasize the energy efficiency and cost savings their products offer, appealing to consumers' desire for both value and long-term benefits. This combination has been witnessed before, notably during the 1990s economic boom when consumer confidence soared and value-driven brands experienced unprecedented growth. I remember it like it was yesterday! Grunge and flannel and free-spending, oh my! Sure, caution is also in the wind. As economist John Kenneth Galbraith once said, "The only function of economic forecasting is to make astrology look respectable." While the future is uncertain, the current alignment of rising confidence and value-driven messaging presents an opportunity brands cannot afford to ignore. Ambitious brands and their stewards must stay attuned to the evolving consumer landscape and pivot their approaches to harness the wind of rising confidence and the appeal of value. Those who effectively navigate these waters will find themselves sailing towards a brighter future. #ConsumerConfidence #BrandStrategy #ValueMessaging #NavigatingChange

50

5 Comments

Came across this post by CMO Steve Hardy that addresses spray-and-pray vs. sales/marketing aligned pipeline discipline. There needs to be more of this thinking. It is the path to sanity and to sustainable value creation in GTM. A good read.

8

1 Comment

📉 Tough #economy? Great #leaders know how to pivot and with urgency. Applebee's $1 boneless wings 🍗 and margaritas 🍹 are not just crowd-pleasers but also a smart, profitable strategy. John Peyton, CEO of Dine Brands, shows that value-driven deals can keep the business booming. Daniella Alessandra Genovese explores how Applebee's is thriving amidst economic challenges in this article on Fox Business Network. #Applebees #BusinessStrategy #Marketing Moving Minds®

2

When was the last time you saw a TV commercial? Many consumers have moved to streaming television (CTV/OTT) over linear cable, but ads are quickly infiltrating what has been an ad-free arena. Two things are happening: the American public is moving to streaming, and ads on streaming are growing fast. A recent report by DoubleVerify and TVision highlights some compelling data on the growing influence of CTV ads, indicating a shift in viewer attention that marketers cannot afford to ignore. According to the report, U.S. viewer attention to CTV ads surged to 51.5% in the first quarter of this year, up from 49.2% the previous quarter. While linear TV still holds a slight edge in overall ad attention at 54.5%, premium CTV apps have now surpassed linear TV, achieving a remarkable 56.1% attention rate. This trend signifies a pivotal moment for advertisers. With CTV ad volumes increasing across major brand categories, industries like education, electronics, and consumer products are witnessing significant boosts in ad spend. Additionally, political and government ads have seen a surge as we approach the upcoming election cycle. The report also reveals interesting insights into consumer behavior. Most households use three or fewer CTV apps, with YouTube, Netflix, and Hulu leading in viewership. Furthermore, the reach of free ad-supported streaming TV (FAST) apps, such as The Roku Channel, has grown by 9%, reflecting the expanding CTV ecosystem. So, what does this mean for advertisers? 1️⃣ Enhanced Engagement: CTV offers an interactive and immersive viewing experience, capturing viewers' attention more effectively than traditional linear TV. 2️⃣ Targeted Advertising: With advanced data analytics, CTV enables precise audience targeting, ensuring that ads reach the right demographic at the right time. 3️⃣ Flexibility and Innovation: CTV allows for creative ad formats and dynamic content delivery, allowing brands to experiment and innovate. Yan Liu, CEO of TVision, aptly stated, “Each quarter, we see advancements in CTV advertising - in terms of reach and scale but also in terms of attention and engagement from viewers.” This sentiment is echoed by the report's findings, which underscore the increasing value and effectiveness of CTV advertising. As we continue to navigate the transformation of media consumption, it's clear that the CTV trend continues to grow despite naysayers. But evenmore importantly, in the same way that death and taxes are inevitable, so are ads. Brands that leverage the unique advantages of CTV will be better positioned to engage their audiences, drive conversions, and achieve long-term growth. ❓ What are your thoughts on the evolution of CTV❓ Comment 👇 For more insights, check out the full article here: https://lnkd.in/etw-q_Ri #Marketing #CTV #Advertising #DigitalTransformation #AdTech Data Genomix

126