El mes pasado, Walmart y Netflix lanzaron un centro en Walmart.com que ofrece una pluralidad de programas triunfantes de Netflix libres únicamente a través del gigante minorista. Esta es la primera “exhibición digital” de Netflix con un minorista nacional y un caso de de qué manera el comercio virtual altera la industria promocional global de € seiscientos cincuenta mil millones.
Marketers in the B2B and B2B markets have recently been hampered by regulations to protect customer privacy and put an end to intrusive tactics, such as online harassment of service customers through employment. of third-party cookies. In true Silicon Valley fashion, these limitations are now sparking a wave of marketing innovations that the Boston Consulting Group lately called "a once-in-a-generation sea change, much like the shift from traditional media to digital media." Retail media networks are springing up like daisies, transforming e-commerce sites into places to advertise stores. BCG estimates that they could earn up to €XNUMX billion per year in just a few years. That's a boon for an industry with notoriously tight margins, and a potential advantage for customers of the service who could see lower costs as a result.
All about data
Here's how it works: Most retailers, airlines, and other businesses that do a huge volume of business online have memberships and loyalty programs that they've used to collect a wealth of customer behavior and preference data from the service. the long of the time. This is completely legal as long as service customers opt for these programs. This data is valuable to companies that sell through retail channels, such as companies that sell consumer packaged goods or offer complementary products such as car rentals and hotel rooms. By advertising through direct partners to the service customer, such as online retailers, they can take advantage of the registration data that these companies collect without violating any regulations. The pact is essentially a digital version of the store term that has become so popular with retailers of late. In exactly the same way that Samsung buys space at Best Buy outlets to sell devices, online merchants can do the same for the brands they sell in their stores. The relationship can encompass various numerical and even physical properties. Brands get detailed data on how their ads are translating into sales, and retailers get a much-needed additional revenue stream. The model is "based on buying behaviors rather than media viewing," said Marty Kahnie, director of US business sales at InfoSum, which is building a secure data-sharing platform. “Every brand tries to find every opportunity to monetize consumers. "
Flight effect
Retailers have been churning out their own brackets for years, which is why companies like Home Depot and Lowe's are top destinations for DIY enthusiasts looking for tips on fixing leaky faucets or hanging drywall. But in the past, "the idea was to push the consumer into the store," Kahnie said. “It changed after the pandemic to become more of a communications hub,” in which ad associations provide insights that marketers can use to refine their messaging and drive more retail sales. Amazon.com was a pioneer in this area and still controls 89% of the retail media advertising market. However, BCG estimates that an additional €75 billion in advertising activity is at stake and that others are ready to cash in quickly. BCG estimated that a single airline could generate up to €100 million in additional media revenue with an average profit margin of 75%. for such programs. This additional revenue stream could even translate into lower fees for customers. Many specialized agencies have sprung up around this booming industry, including Criteo, PromotionIQ (which was recently acquired by Microsoft), and Quotient Technology. Some major retail brands, including CVS, Walmart, Amazon, and Walgreens, have also launched their own wholly owned agencies, many of which offer self-service features that allow marketers to target their retail ads with exactly the same precision they expect. of search engine marketing.
Ad buyers believe
Ad buyers seem to like what they see. A survey by digital marketing firm Merkle found that 85% of consumer packaged goods companies transfer more marketing dollars to retail media networks and 95% report spending on retail media advertising. Retail outlets add to existing programs for buyers and merchants. The same study found that half of retailers said finding the right partner is a problem, and an equal number said internal organizational barriers and data silos prevent them from taking advantage of opportunities. This is typical of a new market, but the confusion shouldn't last long. "The top three companies in each submarket will dominate, while others will be largely excluded," BCG wrote. “Time is running out for those who want to play. " If your business is spending money on search engine marketing or traditional advertising, retail media opportunities are worth taking a look at. In some markets, they are arguably the best source of data on what informs a decision And in marketing, that's what it is.
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