Retail Media Network(RMN)-Thought Leadership-2023 by Publicis Sapient - an understanding how the retail media and the players around it work and function to run the show.
2. 2
Agenda
• Evolution of Digital Marketing
• What is Retail Media Networks
• Key Concepts
• Metric for Measuring Ad effectiveness
• Major Players
• Benefits and Challenges
• PS Case Study
• Trends to Look out for in 2023
3. 3
There are three things that are really driving this
resurgence in retail media. The impact of third-
party cookies and signal loss, the potential for
closed-loop measurement and the linkage of
online and offline purchases with a digital
persona.
RAY VELEZ, GLOBAL CHIEF TECHNOLOGY OFFICER
5. 5
Digital Marketing
Promotion of products in any digital media – over internet or any electronic media
History of Digital Marketing
First Clickable Banner
Invention of Cookies
Google, MSN, Yahoo
Web 2.0
Emergence of Social media Whatsapp is launched
Facebook Advertising Platform
Mobile overtakes Desktop
Amazon accelerates RM
Launch of wearables
1993
1994
1998
1999
2003
2007
2010
2014
2016
2015
The most common forms of Digital Marketing includes
• Content Promotion
• SEO
• SEM
• SMM
• Affiliate Promotion
• Email and IM
64%
of CPGs Will Increase Retail
Media Spending in 2023
Unilever pushed up Brand
and Media spend by
500 Million
Euro in 2022
First Search Engine Social Media
Mobile
Marketing
Consumer Data
Targeted Campaigns
Voice search &
Interactive content
CPG sector spends $30
Billionon Digital
Advertising,
70% devoted to mobile
6. 6
Retail Media Network - Evolving from Digital Marketing
Retail media Network is becoming increasingly relevant
Additional Revenue Stream
SEO CPC Social Media
Natural Extension of Digital Marketing
Collapsing 3rd Party Cookie
Reach Customer at Point of Purchase
51%
of total media spend by Nestle is
for Digital
45%
of total media spend by Unilever
of its 7.5 Billion is for Digital
8. 8
Is Retail Media Network the same?
• Advertising Platform/Service selling ad space by Retailers, on their online property /
Digital channels (Website, Connected TV, Mobile apps etc.)
• Targeted and curated audience for CP brands for increased visibility and
• To provide Personalized Ads at the Point of purchase for increased Sale by using first-
party data
Ads can exist within several of a retailer’s properties:
• Websites
• Mobile apps
• Streaming services
• Email channels
• Stores (Example - Connected TV near the till)
What is Retail Media?
Retail media is digital advertising that appears on a retailer’s owned and operated assets or
on third-party publishers’ properties and other media content powered by the retailer’s first-
party shopper data.
81%
Plan to spend more media dollars
with retail media networks
62%
Want to work with retail media
networks for access to their first-party
data
58%
View a closer relationship with the
retailer as the biggest benefit of retail
media networks
According to a study by Merkle,
Among the CPG companies
Examples
11. That’s the way the 3P cookie crumbles
11
But…
Rising privacy concerns is forcing all companies to shy away from
cookies.
Apple, Google and Mozilla have all announced plans to phase out
support for third-party cookies in their web browsers.
Netscape engineer invented cookie in
1992 to remember user information and
preference.
$700 Billion
Digital advertising industry in 2023
Ever seen third-party cookies in action?
Fancy seeing Nescafe ad on Facebook after searching for good quality coffee
in your locality?
Or getting an ad of Kellogg's cornflakes while searching for Morning breakfast
on your web browser?
That is cookie in action!
And as per a McKinsey report,
$152 billion
in US digital advertising industry revenue is at risk due to dependence on 3p
cookie. The report also states this is almost
78.4%
share of total US advertising market.
12. Privacy First world
12
Advantages of 1st party Data
• Personalization and integration
• Target the right customers
• Accuracy and control
• Strengthen customer relationships
• Compliance with privacy laws
• Transparency
• Lower cost
As per a Forbes's report, First Party data is the
future for bridging the gap between privacy and
personalization.
Retail Media Network
is the future of Digital Marketing
What Exactly is First party data?
• Data that you collect directly from your customers via channels you
own, such as your website, app, or emails.
• Including but is not limited to data in/from CRM system, website,
app, social media accounts, product level purchases & subscription-
based emails, customer surveys, customer feedback and loyalty
programs.
First Party Data Collection Strategies
98%
of all marketers are planning to take active steps to utilize first
party data
Data is everything but CPG brands need to adhere to the various privacy regulations and laws. That’s where first-party data comes into picture
15. How do we measure the Ads effectiveness
Industry average for ROAS = 2.87:1
When the Media is Ecommerce, ROAS = 4:1
ROAS
Return on Advertising
Spend = Gross
Revenue of Ad
Campaign / Cost of Ad
Campaign
CPM
Cost Per Thousand
Impressions(Mile) =
Price of Thousand
Advertisement
Impressions
CPC
Cost per click = number of
times visitors click on a
display ad
CPA
Cost per Acquisition =
cost of acquiring a new
customer via a specific
channel or campaign
CAC
Customer Acquisition
Cost = how much an
organization spends to
acquire new customers
CTR
Click Through Rate =
Number of clicks /
Impressions
LTV
Customer Life-Time
Value = Customer Value x
Average Customer
Lifespan
Advertisement
View
Impressions
18. 20
Benefits that Brands get with Retail Media Networks
Using first party data and analytics engine, create tailored advertising experiences for individual shoppers.
First party data includes the various analytical metrics like impressions, click through rate which gives idea about shopper behavior and
preferences and the purchase history.
• Personalized product recommendations
• Sponsored products – Amazon showing sponsored brands on top while search
• Complimentary products - Showing ad for mobile cover for a specific brand once the item is in cart
• Dynamic Pricing – Offering promotions based on customer data.
For example, brands may offer a 10% discount if the product has been viewed but the conversion rate is low.
• Retargeting - Retailers can use data to show ads to shoppers who have already interacted with their brand in some way, such as by
visiting their website or adding items to their cart.
For example, Facebook showing Ticket price from makemytrip.com while viewing a tourist destination.
• Personalized ad creative – Tailored ads based on customer interests. E.g. Netflix creates almost 10 variants of a trailer based on
customer preference.
• Increase Brand awareness – RMN offers an opportunity to reach wider but targeted audience for Brands. This means brand
awareness which result in higher conversion rate for the brands.
19. Why is it growing?
CPG Brands prefer it
• Targeted audience with high conversion rate
• Lower CPA and better ROAS
Amazon forecasted
$34.59B
revenue from advertising
business in 2023
Retailers like it
• Linear and steady Additional Source of Revenue
• Shift from third party cookie amid security concerns and utilizing first-party customer data
• Pandemic driven rise of eCommerce sales
• Targeted shopping possible lower down the Retail Funnel
Customer accept it
• Personalized experience providing them better products
• Delivering content when, where and how they like to engage best
• Better Price control and options
20. Challenges
Competition from big players
• Every large Retailers is producing their own version of RMN. Brands
may need to spend money on multiple RMNs to increase the reach.
Privacy concerns
• The use of first party data by advertisers raises some concerns.
Brands would need the Retailers need to be open and transparent on
how the data was obtained
Attribution
• Difficult to find out the effectiveness as many factors affect consumer
behavior. Multiple metrics required. Some metrics like ROAS might
not be the most apt one.
Integration
• Seamless integration with other marketing channels pose some
difficulty for the Brands to fully utilize the Retail Media Networks.
22. 24
Product Development
An opportunity to monetize their data through a retail media network that
links to their e-commerce operations.
A custom Retail Media Network was designed to provide a closed-loop
digital platform, with omni-channel execution; optimized to provide
actionable insights in real-time and deliver transparency in measurement.
Business Impact
15X Revenue Growth
360-degree customer insights
15+ tools and platforms integrated
Top US Grocer
On Site Management
Staff augmentation supporting publisher ad operations, media pricing,
planning, and delivery of 1P ad inventory
Business Impact
Scaled to 2.4X increase in campaign volume
Off Site Management
Staff augmentation supporting media pricing, planning, and delivery for 3P
ad inventory across social and programmatic
Business Impact
33% outperformance above margin target
Large North American Retailer
Off Site Management
Capabilities extension into creative development, closed-loop attribution,
sales; managed-service delivery of core offering for off-site programmatic
Business Impact
10:1 ROAS for Gillette Brand
24. PS Guide to Next Retail Outlook details Retail Media Network
trends to look out for in 2023
•
Using loyalty
programs to
create better
value for retail
media
networks
Improving
customer data
quality through
customer data
platforms
(CDPs) and
customer 360
profiles
Creating
closed-loop
measurements
for retail media
by adding in-
store
touchpoints
Transitioning
to retail media
network
platforms led
in-house
Expanding into
larger retail
media
marketplaces
Offering
programmatic
sell-side retail
media
inventory
25. Publicis Sapient Retail Media Network Solution
The building blocks of data monetization
End-to-end Retail Media Network solution
https://www.publicissapient.com/solutions/retail-media-network-solution
26. 28
Retail Media Networks- TIPS
WHAT IS THE TREND?
POSSIBLE SOLUTIONS
IMPLICATIONS OF THE TREND
POSSIBILITIES DUE TO THE TREND
Retail media is digital advertising that appears on a retailer’s
owned and operated assets or on third-party publishers’ properties
and other media content powered by the retailer’s first-party
shopper data.
Retail Media Networks
• Advertising Platform/Service selling ad space by Retailers, on
their online property / Digital channels
• To provide Personalized Ads at the Point of purchase for
increased Sale by using first-party data.
81
%
Plan to spend more with
RMN
62
%
Want to Work with RMN
for access to their first-
party data
58
%
View a closer relationship
with the retailer benefit
of retail media networks
According to a study by Merkle,
Among the CPG companies
Additional Revenue Stream
SEO CPC Social Media
Natural Extn of Digital Marketing
Collapsing 3rd Party Cookie
Reach Customer at Point of Purchase
Amazon rules Supreme in 2022
Amazon $30B
Walmart $2.22B
Instacart $0.8B
Etsy $0.2B
Using loyalty programs to
create better value for
retail media networks
Improving customer data
quality through customer
data platforms (CDPs) and
customer 360 profiles
Creating closed-loop
measurements for retail
media by adding in-store
touchpoints
Transitioning to retail
media network platforms
led in-house
Expanding into larger retail
media marketplaces
Offering programmatic
sell-side retail media
inventory
• Personalized product recommendations
• Sponsored products – Amazon showing sponsored brands on top while search
• Complimentary products - Showing ad for mobile cover for a specific brand once the item
is in cart
• Dynamic Pricing – Offering promotions based on customer data. For example, brands may offer a
10% discount if the product has been viewed but the conversion rate is low.
• Retargeting - Retailers can use data to show ads to shoppers who have already interacted with
their brand in some way, such as by visiting their website or adding items to their cart. For example,
Facebook showing Ticket price from makemytrip.com while viewing a tourist destination.
• Personalized ad creative – Tailored ads based on customer interests. Eg. Netflix creates almost 10
variants of a trailer based on customer preference.
• Increase Brand awareness – RMN offers an opportunity to reach wider but targeted audience for
Brands. This means brand awareness which result in higher conversion rate for the brands.
CPG Brands prefer it
• Targeted audience with high conversion rate
• Lower CPA and better ROAS
Retailers like it
• Linear and steady Additional Source of Revenue
• Shift from 3rd party cookie amid security concerns and utilizing
first-party customer data
• Pandemic driven rise of eCommerce sales
• Targeted shopping possible lower down the Retail Funnel
Customer accept it
• Personalized experience providing better products
• Delivering content when, where and how they like to be engaged best
• Better Price control and options
29. Sales Funnel
Awareness: At the very top of the sales funnel is the awareness stage that is populated by the largest number of
people. These people, not quite ready to be prospects yet, have just had their first interactions with your company
and its offerings. They don’t know much about your brand at this stage, but are aware that it exists.
Interest: The first interactions will hook some of these newly-aware people and draw them slightly deeper into the
funnel. With their interest piqued, these people will spend some time getting to know more about your company
and your offerings. They might browse your website or catalogue, read your blogs, or peruse reviews from past
customers.
Evaluation: Armed with knowledge gathered during the interest stage, your prospects will double down on their
efforts to know your company and offerings better. They may reach out to your customer service team with specific
questions, or fill out a form to access more information. Remember, by this stage they may have already compared
your offerings to those of your competitors. So, it is important to clearly answer their questions and help them
understand how your offerings can solve their problems or needs.
Negotiation and decision: The prospect has now almost decided to purchase your product or service. Depending on
the nature of your offerings, they might begin a negotiation over the price, terms of purchase, or both. But it’s fair to
assume that they have a purchase intention at this stage.
Sale: We’ve reached the bottom third of the sales funnel—the prospect and seller have negotiated the terms of the
sale to their mutual satisfaction, and the prospect pays the seller to officially become a buyer.
Renewal or repurchase: The sale stage is not the end of the sales funnel. Soon a time will come when the sales
contract is up for renewal. The customer must now decide if they want to continue with the same seller. If so, there
might be a fresh round of negotiations over price and purchase terms, followed by a renewal or repurchase.
31. Forbes Data
74%
Brands have
dedicated Retail
Media Budgets
• Retail media networks are able to help brands make the
connection between marketing activities and consumer purchases,
essentially closing the loop on all sales.
$101
BAd Revenue
Potential in 2023
60%
growth by 2027 for
Retail Media
Advertising
$31B
Ad Revenue for
Amazon Ads in
2021
37. Instacart PDP modal
More examples - https://www.youtube.com/watch?v=xLuT3qChc70 - Retail Media's Boom: Why Companies Build Ad Net
Criteo’s take on Commerce and Retail Media - https://www.youtube.com/watch?v=qIen_nYpBpQ
