如果你只是看了一眼数字营销行业，你可能已经听说零售商已经从简单的在线和店内销售产品发展到在其网站和店外提供全面的数字广告服务项目。随着COVID19带来的数字购物的快速加速，这些新的媒体产品对广告商来说变得更加相关。今天，我们想向People of Programmatic观众介绍数字营销的这一新兴趋势，以及它是如何影响程序化媒体和整个商务体验的。
What's different about retail media?
零售媒体平台有一种独特的能力，可以帮助广告商在购物时接触到购物者，并在平台内使用他们的第一方数据，将其与销售联系起来。
"（零售媒体）确实是一个与购物者建立关系的机会，可以更接近他们......他们处于购物者的心态，手里拿着他们的信用卡"
- 大卫-哈斯
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.”
"我们相信，未来购买的最佳指标也是过去的购买。"
- 大卫-哈斯
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.
"品牌光环是伟大的，只要它是透明的，因为什么被投入到这些报告中。"
- 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?”
"COVID的转折点是被迫的，现在你有的人已经养成了习惯。COVID的长度创造了更多的买方习惯，而不是转瞬即逝的买方行为"。
- Sean Cheyney
"消费者的行为已经发生了变化，我相信它比我们知道的更持久。"
- 大卫-哈斯
“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.
"我相信这对零售商来说是非常重要的。他们知道全渠道的力量，他们知道最后一英里的力量，以及拥有与顾客一路的关系的重要性。"
- 大卫-哈斯
“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.”
