Creativity With Automation In Retail Media: Why It Matters
According to a 2023 Merkle report, 42% of brands desire control over creative branding while working with a retail media network (RMN).
But it’s not just creativity that matters to brands. They also prefer highly templatized ads built via dynamic creative optimization (DCO) that offer automation to quickly launch campaigns.?
In this edition of Relevantly Yours, we share some good news for brands with the launch of Jivox IQ DaVinci for direct advertisers. Also, read more about how brands and retailers can make the most of the personalization opportunity in retail using DCO automation.?
Now Available: A Single Workflow For Direct Advertisers To Launch Retail Media Campaigns In Under 5 Minutes
Last week at ShopTalk 2024, we announced an important upgrade to Jivox IQ DaVinci, our self-serve commerce media activation platform. The platform is now integrated with Salsify 's Product Experience Management enabling advertisers to take one source of product content and use a single workflow to launch campaigns across retailers.
Why does this matter?
With Jivox IQ DaVinci, direct advertisers such as CPG brands with many different products to sell can now launch commerce media campaigns across multiple retail media networks in under 5 minutes.?
The Personalization Opportunity In Retail?
Relevance in retail is a win/ win for both the consumers and the brands. For consumers, the right message served at the right time creates a better experience that further bodes well for retailers and brands alike.?
How can brands and retailers ace the personalization game? ?
In a recent webinar we hosted with AdAge, guests from Leap Media, Giant Eagle’s retail media arm shared their success story with personalization. Here are some of their top takeaways.
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#1 Make personalization operationally efficient?
Creating many ads personalized to individual consumers using traditional, manual methods is time-consuming and difficult to scale. Multiple rounds of approvals and edits further slow down campaign activation. With DCO, much of the manual work involved in creative generation and asset delivery can be automated, freeing up precious time for creative teams for larger branded campaigns or value-creating tasks such as optimization. Giant Eagle, for instance, was able to activate retail media campaigns for over 15 supplier brands within the initial launch period, reducing the turnaround time by 67%.?
Jonathon Hunt , Senior Manager, Media Strategy & Activation at Giant Eagle shares more:
#2 Tap into data for success
Retailers must have a multifaceted approach to personalization that begins with understanding customer journeys across the website and tying that data to product feeds and cart history. Marrying such first-party data with contextually relevant data such as weather can further drive relevance for consumers.??
In the case of Giant Eagle, the retailer started by combining their customers’ behaviour across the website with their extensive first-party data, geolocation and contextual triggers such as weather conditions.?
#3 Personalization is a journey that evolves over time
Brands often think implementing personalization with DCO requires a lot of heavy lifting. But that need not be true. Start with the data you already have and build out campaigns that can evolve with time to include more complex strategies. Often, category-level data from the website is the easiest starting point to build a campaign. Viewing personalization as a journey rather than a complicated one-time campaign makes it less intimidating and more feasible in the long run. As Joell Robinson Senior Director at Leap Media & Sales puts it, “Personalization doesn’t have to equal a huge lift and it can be done in a way that is operationally efficient.”?
Watch the full webcast on-demand for more nuggets on personalization in retail:
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