Mark Yessin

More than just media.

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Folks, we have an exciting webinar TODAY on the hottest topic in the media industry right now: Retail Media or Commerce Media. We have an outstanding panelist lined up, and you definitely don't want to miss it. If you're a CPG marketer, this topic is a must for you. I assure you that you'll walk away with actionable insights to bring back to your organization. Click the link below to register. Looking forward to seeing you there!

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Of course it works for Prime Day, but the real story is how well radio works for less-Amazonian e-tailers. A 15:1 sales/spend ROI is pretty damn good no matter what size you are. #RadioAdvertising #Advertising #ecommerce

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WHY CTV IS THE NEXT BIG THING FOR CPG ADVERTISERS? 1. Linear TV is for 50+ population only 2. The rest are streaming via CTV, so it is 90% incremental reach 3. CTV blends the impact of TV with the targeting of digital 4. CTV provides more data on performance and views that Nielsen GRPs 5. CTV drives better brand lift than linear TV (thanks to data) Now, this is not the comfy old TV world... - It is fragmented and complex - AVOD, FAST, OTT, SVOD, etc. - Advertisers and agencies have less bargaining power - many ways to buy - Measurement is still in development But, all in all, expert sources predict CTV will equal TV advertising by 2028 in US. At Teads we are making CTV easy by doing all the heavy lifting on our side. Venture safely into CTV using Teads.

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If you missed the Retail Media Report Card Deep Dive webinar, it's now available to watch on-demand! Watch The Mars Agency's commerce media team discuss how retail media can be leveraged to drive incremental growth for your brand and what capabilities leading retailers are bringing to the table: https://lnkd.in/dUXpPsT4 #retailmedia #webinar #retailmediareportcard

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Explore the world of clean rooms with The Hershey Company! Join this a live webinar with Kyle Shank, Director of Media Tech, Analytics and Ops at Hershey's, and LiveRamp's Tousanna Durgan on May 22 to: ➡ Discover what’s motivating Hershey’s to adopt clean rooms and how they’re making an impact on the company’s success ➡ Explore how clean room technology is transforming everything they do ➡ Gain inside access to Hershey’s early learnings and expert advice, especially for CPG companies and brands looking to navigate the ad tech landscape Ready to uncover the secret to sweet success? 🍫 Save your spot:

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Want to make the most of your advertising? LinkedIn Advertising Solutions and LiveRamp have partnered to help brands measure campaigns accurately, gain valuable audience insights, and deliver personalized ads while keeping data secure. Learn how we do it!

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We're running a webinar for Brands in a couple of weeks' time on Retail Media from an Advertiser's perspective (all of the information can be found below). If you're a CPG Brand Manager, Shopper Marketer, Ecommerce Owner, or you're in Digital Marketing, this could be a helpful session for you. A lot of the content out there right now is based on the theory - our intention for this session is to make it super practical & based on real-life case studies of those who we think are getting it right. We have a great panel line up, so you'll be hearing contributions from brands on how they're working in their organisations to set up for success in this 'new world' of advertising and I'm hoping they'll also be brave enough to tell you what they've gotten wrong too!

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Trying to determine your return on ad spend? You’re not alone. That's why organizations are shifting focus from data collection to measurement optimization in 2024. Check out this new report by Wakefield Research to: 👉 Learn what’s top-of-mind for leading marketing, advertising and brand management executives 👉 Find out how data collaboration can help you unlock the full potential of your data 👉 See why data clean rooms are key to illuminating better measurement and richer insights Download now:

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"As part of its upfronts presentation, YouTube announced the expansion of its YouTube Select program, which allows brands to run against curated content lineups...Advertisers will now have a takeover option via Select to buy out all the inventory against the top 1% of creator content on YouTube. More than 75% of YouTube Select campaign impressions ran on TV screens in the US during the first half of last year, according to Google." - "YouTube also announced an AI-powered ad format for reach campaigns optimized for TV screens. The format repurposes an advertiser’s existing non-skippable ad creative on YouTube so they don’t have to produce new assets." - "YouTube rolled out branded QR codes for TV that incorporate a brand’s logo to help bolster awareness." "...And according to data released by Nielsen earlier this week, YouTube is the second-most-watched media distributor overall on TV, with 9.6% of all TV viewing time, behind only Disney at 11.5% and trailed by NBCU (8.9%), Paramount (8.8%) and Warner Bros. Discovery (8.1%)"

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If you're a brand, agency, or media buyer I'm betting you've contemplated how to market directly to gamers. The problem is these games don't know who those ads are being served to. SCUTI does. We know their names, gender, age, emails, and buying preferences - all volunteered in order to gain valuable rewards by shopping inside the games they love. If you're looking to run direct campaigns or programmatic ads with SCUTI, you are guaranteed a safe environment where waste is minimal, because SCUTI’s AI is delivering the brand right to the best fit player, through the right games.

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Transform your advertising strategy with Simpli.fi's new Streaming TV Success Guide! Learn how to maximize your reach and efficiency with cutting-edge tools and insights. Download your copy today and stay ahead in the digital marketing game.

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Add another retail media network to the mix—Costco has entered the game! As the article headline quote says, "Advertisers could soon be targeting hot-dog-combo enthusiasts who buy toilet paper by the truckload." The retail giant is leveraging its 74.5 million household membership data to roll out targeted advertising both on and off its website. Think that Costco, the third-largest retailer in the U.S., may soon be a major competitor in the highly competitive retail media market? This market is projected to grow to $166 billion by 2025 and account for 20% of all digital media spending this year, as reported by eMarketer. #retailmedia #rmn #retailadvertising

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I shared our new partnership with Nano Interactive yesterday…and already we can see proof of the value for Brand Advertisers as detailed in this case study involving The HEINEKEN Company. It exemplifies a significant advancement in ID-free targeting solutions for CPG advertisers. This collaboration has proven its value by enhancing brand metrics and driving substantial ROI through a pilot campaign with Heineken, focusing on the Cruzcampo beer brand in the UK. Key Outcomes of the Cruzcampo Campaign for Heineken Enhanced Brand Awareness and Market Penetration •           The partnership's pilot campaign with Heineken aimed to increase brand awareness and market penetration for Cruzcampo, a relatively new beer brand in the UK market. By leveraging Nano’s ID-free Intent Personas and Circana’s ProScores™ data, the campaign effectively targeted potential customers in a privacy-friendly manner
 Significant Return on Investment (ROI): • The use of sophisticated modeling techniques and real-time consumer journey data allowed for precise targeting and optimization of campaign spend. This strategic approach led to an ROI that exceeded the set benchmark by 43%, demonstrating the financial viability and effectiveness of the partnership
 Improved Consumer Consideration: • The campaign not only focused on enhancing brand visibility but also aimed at increasing consumer consideration for Cruzcampo. By utilizing in-store shopper sales data, Nano and Circana were able to measure brand uplift and adjust their strategies to maximize impact on consumer perception and buying behavior
 Strategic Implications for CPG Advertisers The success of the Nano and Circana partnership through the Heineken case study provides several strategic insights for CPG advertisers: • Privacy-Friendly Targeting: In an era where consumer privacy concerns are paramount, the ability to deliver effective advertising without relying on personal identifiers is a significant advantage. This approach aligns with current data protection regulations and consumer expectations
 • Data-Driven Decision Making: The integration of Circana’s PoS data with Nano’s contextual analysis tools enables advertisers to make informed decisions based on comprehensive market insights. This data-driven approach ensures that advertising spend is optimized for maximum effectiveness
 • Scalability Across Markets: The demonstrated success of the pilot campaign suggests that this ID-free targeting solution can be scaled across different markets and brands within the CPG sector. This scalability makes it a versatile tool for global CPG companies looking to enhance their advertising strategies https://lnkd.in/ghXtrx3U


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Here's one morsel of advice from Kyle Shank, Director of Media Tech, Analytics and Ops at The Hershey Company🍫: "No resource is valueless and everything has a cost. Make sure you understand how much you need to gain from an investment to make it worthwhile." Get more tips on clean room success in this on-demand webinar from LiveRamp:

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In today's landscape, consumers expect more from brands and retailers than ever before. Consumer-focused businesses must rise to the occasion, delivering authentic experiences that resonate. That's why our seasoned PR and digital marketing experts take a personalized approach based on company-specific IRI data to help connect with audiences authentically and to drive KPIs, like greater traffic, followers and online transactions. Visit our website to learn more how we leverage our retail and consumer clients: https://ow.ly/GLUp50Risqk #retail #consumer

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Earlier this week, The Wall Street Journal wrote about how Television Advertising has lost its relevance - but I think they're misreading signals. Television advertising remains incredibly powerful - 60% of consumers in our most recent AD.VANTAGE study told us TV ads helped them make purchase decisions - outpacing all other forms of advertising. The problem? Brands and marketers have stopped knocking each other over to BUY television ads - we need to SELL them again - and most sales teams aren't set up to, you know..... sell. More details and some proposed solutions in our blog at Magid.com - or shoot me a note and let's chat about how to accelerate demand for your sales teams. #broadcastsales #salesstrategy #GTM #leadgen #aitools #aisalestools #aimarketing

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This is a must-read for CMOs! Mars United Commerce spoke with CMOs at leading retailers to hear what business challenges they are currently facing. Michele Roney outlines three key capabilities retailer CMOs must build within their marketing organizations to help tackle these challenges. Link to read it in the comments 👇

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