“It’s exciting, but it also requires quite a bit of education to train traditional marketers on how to think about parcel shipment versus last mile versus pick up online … Suddenly marketers are having to be experts at each individual retailer. “This space is really pulling all of that together and creating sort of a closed loop of opportunity. “Components of the imagery and creative and content on that page matter hugely, thinking about supply chain and logistics and how that influences and impacts your media strategy,” Harmon explains. So, how exactly is it different, advertising in a commerce-media environment? “Suddenly, you’re having to link how a consumer interacts with your product on an endless aisle in a different and unique way.” Put it together … Understanding the ins and outs of the retailer really matters,” she says. “The education component in this space is really, really important. Harmon says advertisers embracing the arena need to understand a thing or two. Now Flywheel helps buying of ads across Amazon Advertising, Walmart Connect, Instacart, Kroger, Home Depot and Criteo. It acquired Flywheel in 2018 for $60 million, then an Amazon-centric managed services provider (MSP). Harmon was EVP and MD at Flywheel Digital, a commerce platform-centric services agency acquired by Cannes Lions owner Ascential, until she stepped up to Ascential in May 2022. That is according to Abi Harmon, Chief Customer Experience Officer, Ascential. ![]() To get there, however, many brands are going to have to learn how to operate in the new environment. ![]() EMarketer says 2022 will be “ the year of retail media networks“, with US spending growing another $10bn to $41.37bn, representing 17.2% of total US digital ad spending.
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