Retail Media’s Impact on the CPG Marketing Mix

Retail media networks are having a historic year, with projected ad spend growing by $10 million YoY from 2020 to present in the U.S. alone. Even with the delay of cookie deprecation, CPG brands are flocking to these partners to gain access to end-to-end solutions including robust customer data sets, category and competitive insights, and sales attribution. It’s very appealing, especially for CPG marketers who do not have large customer databases.

Here’s how to use retail media in the marketing mix at each stage of your CPG brand’s growth…

The Drum – The Key to Breaking Into International Markets

Launching a brand in a new international market is no easy feat. Thankfully Ryan Green, vice-president of marketing and innovation at Coegi, shares some of the key challenges and considerations to make the transition as seamless as possible.

From a technical standpoint, you have to consider possible language barriers, time zone differences, dynamic advertising regulations, platform preference and availability, and more.

From a cultural perspective, there’s even more to unpack. What’s considered funny in the United States could be completely misunderstood, or even offensive, elsewhere. Holidays and lifestyles are likely to vary dramatically. The consumers’ day-to-day behaviors and perspectives are, simply put, nuanced and distinct. Because of this, the most important component of an international marketing strategy is cultural relevance.

The Drum – Future of TV Panel

Still grappling with the evolution of TV and what it means for brands and consumers alike? Then this session is for you. We’ll be covering the evolving television landscape: bundling (and un-bundling), the future of on-demand, and how traditional broadcast TV is keeping up. You’ll leave with a clear view of how brands can take advantage of the best of both worlds – both streaming and linear.

The Drum – Creativity in a Pinch

With inflation, material shortages, and cost of living crises, people and businesses around the world are feeling the pinch. Nobody reasonable would look forward to downturn, but necessity is the mother of invention and history shows us that times of struggle can encourage leaps of creativity. How are advertisers and brands getting creative in this particular time of strife, and how will the industry weather the difficult times ahead? We asked 7 agency leaders from The Drum Network.

Allie Webb, marketing and innovation strategist at Coegi

When clients have a limited budget compared to competitors, we must strategically focus more on the research portion of the customer journey. Why? Because 30% of people go with a different brand once they start researching. This allows us to draft off of the broader awareness spend of major players in the space while capturing attention by highlighting key differentiators of our brands. From there, we test creative messaging and corresponding audience engagement.

The Drum – Travel’s Return Voyage

Travel was hit hard by the pandemic. Lockdowns and other restrictions decimated business for airlines, accommodation providers and countless businesses downstream of the travel industry. Recovery has been slow in the pandemic’s long tail, with continued trepidation now exacerbated by inflation and cost-of-living crises. Many marketers have been closely involved in travel clients’ pivots, survival strategies and (now) regrowth plans.

We asked five experts from The Drum Network: what should marketers be thinking of during travel’s return voyage?

Thomas O’Malley, senior account manager, Coegi: use the right data in the right way

Travel brands have faced what have, at times, felt like insurmountable challenges during the pandemic. Our team had to be adaptable for our tourism clients, balancing creative ways to meet their goals while maintaining important public health considerations. We began using non-media data to assess consumer reception (and safety) to travel in certain areas.

The Drum – What We Can Learn from Movie Marketing

What can the industry learn from the ways movies themselves are marketed – an area of the industry that sees some of its most creative cut-through work?

Savannah Westbrock, account strategy director at Coegi recommends: tailor assets to maximize excitement

All marketers can take cues from how the film industry has tweaked its standard playbook to bring digital and creative strategy together for the best customer experience and brand storytelling.

Consumer attention started to noticeably decline in the 2010s, and theater owners quickly caught on. They started pushing movie trailers to follow the same advice digital buyers give creative teams: shorten your videos. 2.5 minute trailers can be frustrating to sit through; and putting the same on various platforms can fatigue audiences. Thankfully, film marketers have started to improve their playbook and curate messaging for digital platforms.

Shorter ‘teaser’ trailers before the full trailer are becoming the norm; blockbusters now have multiple trailers introducing new footage to excite audiences over time. These strategies can be applied to any brand’s video strategy. For example, use six-second social media placements to tease standard ads. Or adapt your primary ad to digital video placements across social media and YouTube. Consider using sequential messaging to bring the audience through the full campaign story.

The Drum – Four Tools for Creating Successful Agency-Client Relationships

Things are moving at top speed, and clients’ 2022 goals are no exception. It can feel like a rat race as you re-evaluate budget, implement new tactics, reconstruct messages, tweak creative – doing ‘all the things.’

Being agile and pivoting for every single client whim will keep you on the roster today, but is that the partnership you anticipated when you first began? Coegi’s account strategy director Danielle Wesolowski has four tools to help you build the relationships you envisioned.

The Drum – Automated Buying Strategies Need to Change

It’s time to challenge the status quo for audience targeting and measurement.

Many marketers have become highly dependent on the comfort of retargeting and the convenience of cookie-based ‘deterministic’ audiences. As a result, they readily accept the standard reports that claim that their ads are being served in the proper places (and not to bots).

But vanity metrics will be exposed, requiring marketers to abandon the ‘easy’ option and put in the work to determine what strategic changes must occur to drive growth for their brands.

Marketers need new ways to effectively reach audiences and drive results. That means testing new measurement partners, activating more private marketplaces and direct buys, and using technology to expand measurement capabilities beyond historical defaults. Brands must test and learn, benchmarking performance with cookies versus cookieless, to stay ahead of the competition.

MediaPost – Digital Is Not (And Never Was) an Easy Button

In a cookieless world, the easy button is dead.

Long before acronyms like GDPR and CCPA, brands turned to the broad reach of ad networks and Facebook’s ever-knowing, ever-changing algorithm. Many gave it a blank check, seduced by the reach, click-through rates, and amassed conversions brought on by Wild, Wild West retargeting approaches.  Brand safety wasn’t discussed.

This mentality fed right into the programmatic narrative: Learn as you go, let the data make the decision.  Media planners, especially those who weren’t digital natives, were intrigued by the ease of it all.  Innovation meant testing new programmatic vendors against one another.  Success was measured by whatever metric was the easiest to track and achieve.  The battle for last click and last impression attribution was in full force, customer experience be damned. 

However, savvy programmatic practitioners have always understood there was no easy button.

So where do we go from here?

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