Campbell's Serves Up Retail Media Strategy

Ad Tech Insights

A Soup-er Solution: Campbell's & Walled Gardens

The story: The retail media network landscape is growing rapidly, and with it comes an increase in closed ecosystems, or “walled gardens.” The lack of standardized measurement and ad formats has created a fragmented media landscape that, not for lack of trying, continues to pose significant challenges to marketers.?

To combat these challenges, The Campbell's Company is adopting a week-over-week evaluation approach to optimize campaign performance continuously -- most assessments take place on a monthly or quarterly basis. But with retail media playing a crucial role in Campbell’s marketing strategy, given their partnerships with retailers like 沃尔玛 , 塔吉特百货 , and Instacart , solutions like this are essential. While the IAB has released an initial draft of retail media measurement standards (finalized in January), implementation will still take time.?

The takeaway: The million-dollar question remains -- ?How do you streamline and measure campaign effectiveness across a multitude of retail media networks, each with their own individual walled garden? Solutions are being developed but they’ll take time to implement. In the meantime, advertisers should focus on understanding and leveraging the specific strengths of each network while keeping an eye on emerging solutions like data clean rooms. Most importantly, adaptability remains crucial.?

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Extra Industry Insights

Digiday + Research surveyed brand, retailer, and agency professionals for insights on programmatic. Here are some of their survey findings:

• 77% of brand and retailer pros said their companies currently use programmatic display ads, with an even larger 80% of agency retailers stating the same of their clients.
• 54% of brands and retailers, and just 50% of agencies, said they invest in email newsletter sponsorships or ads. An even smaller 51% of brands and 45% of agencies said they invest in direct-sold site display ads.
• Over one-third of those surveyed (38%) reported an increased spending budget on programmatic site display ads when compared to last year, making programmatic the largest category for brands’ display ad investments, tied for first with direct-sold site display ads.
• 36% of those surveyed told Digiday that commerce or sales is their main measurement of success for programmatic site display ads, making it the top measurement for brands in programmatic, followed closely by clickthroughs at 29%.?

Kevel Catch-Up

LIVE: Kevel x The Times UK

Retail media is the fastest growing advertising channel in the world, but obtrusive, irrelevant and slow loading ads, which fail to harness first party data, could deter brands and consumers...?

Check out Kevel’s feature on why the retail media network experience is critical and how to build it here.?

LIVE: Kevel Blog "Top Marketplace Strategies & Trends"?

As eCommerce grows to $8B by 2027 and retail media surges, online marketplaces need strategies to make the most of that growth. Savvy marketplaces are capitalizing on these trends in order to capture not only new online sales, but also ad spend.?

?Read the full article here to learn more about the top trends and strategies marketplaces can use to grow their eCommerce business and RMN.?

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