Wenn Sie nur einen kurzen Blick auf das digitale Marketing werfen, haben Sie wahrscheinlich schon gehört, dass Einzelhändler sich vom einfachen Verkauf von Produkten online und im Laden zum Angebot von digitalen Full-Service-Werbeprogrammen sowohl auf ihrer Website als auch außerhalb entwickelt haben. Diese neuen Medienangebote sind mit der rasanten Beschleunigung des digitalen Einkaufens, die durch COVID19 ausgelöst wurde, für Werbetreibende noch relevanter geworden. Heute möchten wir dem People of Programmatic-Publikum diesen aufkommenden Trend im digitalen Marketing vorstellen und zeigen, wie er sich auf programmatische Medien und das gesamte Handelserlebnis auswirkt.
What's different about retail media?
Medienplattformen für den Einzelhandel haben die einzigartige Fähigkeit, Werbetreibenden dabei zu helfen, Kunden zu erreichen, wenn sie gerade einkaufen, und ihre First-Party-Daten innerhalb der Plattform zu nutzen, um sie mit den Verkäufen in Verbindung zu bringen.
"(Retail Media) ist wirklich eine Gelegenheit, eine Beziehung zum Shopper aufzubauen, näher an ihn heranzukommen ... dort, wo er sich in der Shopper-Mentalität befindet, mit seiner Kreditkarte in der Hand".
- David Haase
Sean Cheyney adds that contained retail media platforms can give advertisers a level of trust and synchronicity that may not be available through other channels. One significant factor is the retailer’s access to first-party data, which can have benefits over publicly available data.
“A lot of that (public) data is modeled, and advertisers don’t have control over the age of the data,” says Cheyney. Executing a campaign through a retailer platform allows you to “tie it back with closed loop reporting … getting the proof that your campaign is working.”
"Wir sind davon überzeugt, dass der beste Indikator für zukünftige Käufe auch vergangene Käufe sind."
- David Haase
Should retailers share their data or keep it exclusive?
Recent announcements from organizations like Walmart and The Trade Desk describe partnerships where retailers are enabling agencies to purchase their first-party data in some circumstances. Is this a trend, where retailers want to have tightly coupled audience targeting on site, but also facilitate agency buying teams with first-party data and measurement?
“It becomes a matter of control and access,” says Sean Cheyney. “If you’re putting your data out there to be used, there still needs to be control over how that’s being used, otherwise you run the risk of devaluing your direct-to-brand retail media program.”
“There is a way to do both, you just have to make sure from a retail media perspective, you’re offering a lot more than what somebody can just simply access through the open web,” Cheyney says.
How should first party measurement be done?
Tim points out that there is a lot of variety in how retailers score their programs. Attribution windows vary widely, from 7 to 14 to 21 days, with some retailers using forensic models as well as other methods. With no industry standard to point to, how do advertisers ensure that the measurements they’re getting are indeed showing real value?
“The big key here is the level of transparency,” says Sean Cheyney. He points out that plenty of methods and metrics are valid as long as advertisers have visibility into how the measurements are calculated.
"Marken-Halos sind großartig, solange es transparent ist, was in diese Berichte hineingesteckt wird."
- Sean Cheyney
How did the the Covid-19 crisis impact shopper and retailer behaviors?
Tim notes the dramatic rise of digital commerce during the pandemic, how quickly consumers adapted their shopping behaviors to the new circumstances, and how brands pivoted to accommodate the shift.
“Seventy-five percent of shoppers are now omni-platform shoppers, moving between buying online and shipping to their house, buying online and picking up in store, and going to a traditional retailer to shop,” Bagwell says. “How is retail going to change after vaccines have full distribution? Do you think there’s going to be some substantive changes to how people shop?”
"Der Wendepunkt wurde mit COVID erzwungen, und jetzt haben Sie Leute, die in der Gewohnheit sind. Die Länge von COVID hat mehr Käufergewohnheiten geschaffen, im Gegensatz zu flüchtigen Käuferverhaltensweisen."
- Sean Cheyney
"Das Verbraucherverhalten hat sich geändert, und ich glaube, es ist dauerhafter, als wir wissen."
- David Haase
“E-commerce now represents $900 billion – but the true number here is that it only represents 14.4% of total commerce. it’s still in its infancy,” said Haase, referring to this e-marketer report.
How are retailers relating to last-mile delivery services?
Last-mile delivery services like Instacart and Drizly gained incredible momentum with shoppers during the COVID-19 crisis, in a shift that might stick around well into the future. How have retailers been navigating this? Are they extending their integration into those services, or are they trying to create their own independent options? Which path benefits the retailer more? Is it more beneficial for them to access the millions of shoppers who use Instacart or to own the entire e-commerce experience with their customer?
David Haase suggests that retailers will increasingly try to own that last mile.
"Ich glaube, das ist sehr wichtig für den Einzelhändler. Sie kennen die Macht von Omnichannel, sie kennen die Macht der letzten Meile und die Wichtigkeit, die Beziehung zum Kunden bis hin zur Tür zu besitzen."
- David Haase
“I think it’s going to be important for retailers to also own their data and take control of that journey for the shopper,” he adds. “They want to make sure that from purchase to delivery, they see it through.”
