* . *
  • About
  • Advertise
  • Privacy & Policy
  • Contact
Wednesday, July 2, 2025
Earth-News
  • Home
  • Business
  • Entertainment
    Nantucket Dance Festival opens July 8 – The Inquirer and Mirror

    Nantucket Dance Festival Launches with Thrilling Performances Beginning July 8

    A Secret Society, Ritualistic Killings, and a Century-Old Curse Netflix and YRF Entertainment’s ‘Mandala Murders’ Premieres July 25 – About Netflix

    A Secret Society, Ritualistic Killings, and a Century-Old Curse: Dive into the Chilling World of ‘Mandala Murders’ Premiering July 25

    Susquehanna Raises Penn Entertainment Inc. (PENN) Price Target. – Yahoo Finance

    Susquehanna Raises Price Target for Penn Entertainment Inc. (PENN)

    George Lopez is coming to Spokane – KXLY.com

    George Lopez is coming to Spokane – KXLY.com

    Netflix unveils Dallas immersive venue for fans of hit shows like ‘Squid Game,’ ‘Stranger Things’ – Houston Chronicle

    Step Inside Netflix’s New Dallas Immersive Experience Featuring Hits Like ‘Squid Game’ and ‘Stranger Things

    ‘Puttin’ on the Ritz’: Civic Players bring ‘Young Frankenstein’ to life – Yahoo

    Civic Players Deliver a Hilarious and Unforgettable Performance of ‘Young Frankenstein

  • General
  • Health
  • News

    Cracking the Code: Why China’s Economic Challenges Aren’t Shaking Markets, Unlike America’s” – Bloomberg

    Trump’s Narrow Window to Spread the Truth About Harris

    Trump’s Narrow Window to Spread the Truth About Harris

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Trending Tags

    • Trump Inauguration
    • United Stated
    • White House
    • Market Stories
    • Election Results
  • Science
  • Sports
  • Technology
    Meiwu Technology Company Limited and Shenzhen Zhinuo – GlobeNewswire

    Meiwu Technology Company Limited and Shenzhen Zhinuo – GlobeNewswire

    Owls inspire new revolutionary noise reduction technology – KTEN

    Owls inspire new revolutionary noise reduction technology – KTEN

    New center coming to Mizzou will focus on energy research and technology – Columbia Missourian

    Mizzou Launches Innovative New Center Dedicated to Energy Research and Technology

    Mirrors in space and underwater curtains: can technology buy us enough time to save the Arctic ice caps? – The Guardian

    Can Technology Like Space Mirrors and Underwater Curtains Buy Us Time to Save the Arctic Ice Caps?

    Naples restaurant owner prepares for hurricane season with new flood technology – Fox4Now.com

    Naples restaurant owner prepares for hurricane season with new flood technology – Fox4Now.com

    Emerging Memory and Storage Technology Market Analysis Report 2025-2034 | AI and HPC Boom Fuels Surging Demand for Fast, Low-Power Memory Devices – Yahoo Finance

    How AI and HPC Are Driving Explosive Growth in Fast, Low-Power Memory Technologies Through 2034

    Trending Tags

    • Nintendo Switch
    • CES 2017
    • Playstation 4 Pro
    • Mark Zuckerberg
No Result
View All Result
  • Home
  • Business
  • Entertainment
    Nantucket Dance Festival opens July 8 – The Inquirer and Mirror

    Nantucket Dance Festival Launches with Thrilling Performances Beginning July 8

    A Secret Society, Ritualistic Killings, and a Century-Old Curse Netflix and YRF Entertainment’s ‘Mandala Murders’ Premieres July 25 – About Netflix

    A Secret Society, Ritualistic Killings, and a Century-Old Curse: Dive into the Chilling World of ‘Mandala Murders’ Premiering July 25

    Susquehanna Raises Penn Entertainment Inc. (PENN) Price Target. – Yahoo Finance

    Susquehanna Raises Price Target for Penn Entertainment Inc. (PENN)

    George Lopez is coming to Spokane – KXLY.com

    George Lopez is coming to Spokane – KXLY.com

    Netflix unveils Dallas immersive venue for fans of hit shows like ‘Squid Game,’ ‘Stranger Things’ – Houston Chronicle

    Step Inside Netflix’s New Dallas Immersive Experience Featuring Hits Like ‘Squid Game’ and ‘Stranger Things

    ‘Puttin’ on the Ritz’: Civic Players bring ‘Young Frankenstein’ to life – Yahoo

    Civic Players Deliver a Hilarious and Unforgettable Performance of ‘Young Frankenstein

  • General
  • Health
  • News

    Cracking the Code: Why China’s Economic Challenges Aren’t Shaking Markets, Unlike America’s” – Bloomberg

    Trump’s Narrow Window to Spread the Truth About Harris

    Trump’s Narrow Window to Spread the Truth About Harris

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Trending Tags

    • Trump Inauguration
    • United Stated
    • White House
    • Market Stories
    • Election Results
  • Science
  • Sports
  • Technology
    Meiwu Technology Company Limited and Shenzhen Zhinuo – GlobeNewswire

    Meiwu Technology Company Limited and Shenzhen Zhinuo – GlobeNewswire

    Owls inspire new revolutionary noise reduction technology – KTEN

    Owls inspire new revolutionary noise reduction technology – KTEN

    New center coming to Mizzou will focus on energy research and technology – Columbia Missourian

    Mizzou Launches Innovative New Center Dedicated to Energy Research and Technology

    Mirrors in space and underwater curtains: can technology buy us enough time to save the Arctic ice caps? – The Guardian

    Can Technology Like Space Mirrors and Underwater Curtains Buy Us Time to Save the Arctic Ice Caps?

    Naples restaurant owner prepares for hurricane season with new flood technology – Fox4Now.com

    Naples restaurant owner prepares for hurricane season with new flood technology – Fox4Now.com

    Emerging Memory and Storage Technology Market Analysis Report 2025-2034 | AI and HPC Boom Fuels Surging Demand for Fast, Low-Power Memory Devices – Yahoo Finance

    How AI and HPC Are Driving Explosive Growth in Fast, Low-Power Memory Technologies Through 2034

    Trending Tags

    • Nintendo Switch
    • CES 2017
    • Playstation 4 Pro
    • Mark Zuckerberg
No Result
View All Result
Earth-News
No Result
View All Result
Home General

As retail media grows, more agencies are implementing their own ways to guide clients

January 2, 2024
in General
As retail media grows, more agencies are implementing their own ways to guide clients
Share on FacebookShare on Twitter

This article is part of a series exploring trends heading into 2024. More from the series →

The headlong rush into commerce media — predominantly embodied by the surge of retail media networks launched over the last three years — has been well documented by the B2B press, and Digiday is no exception. As more and more retailers open their data troves to find new ways to monetize them, media agencies (notably the holding companies) have scrambled to assemble commerce or retail media units to help clients navigate this path.

Surprisingly, GroupM’s president of business intelligence Kate Scott-Dawkins revised her estimate of retail media spend downward in her December forecast, to $119.4 billion from $125.7 billion in June — mainly due to a significant slowdown in China. The rest of the world is buzzing.

“Although the U.S. and China are still expected to represent 77.6% of global retail media ad revenue in 2024, they will be among the slowest growing,” wrote Scott-Dawkins in her forecast, predicting 38% growth in Brazil, 24.5% in Mexico, and 22% in France. “By 2028, we expect retail media revenue to exceed that of linear TV and CTV combined.” 

Here in the U.S., the media agency focus on retail media networks has been predominantly holding companies going after the big boys and girls of retail — from e-commerce granddaddy Amazon to the Walmarts, Albertson’s, Targets and Instacarts of the world. But so many other retailers have thrown their hats into the proverbial retail media network ring, including United Airlines, Uber, Dollar General and others.

One independent agency formed by 360i veteran Jared Belsky, Acadia, aims to ply the middle market of retail media, having set up specialty retail units for Chewy but is now launching with Kroger Precision Marketing and Ulta. Belsky said he plans to launch with six more retailers in 2024. In essence, Acadia is creating a long tail of sorts for the retail media network space.

Why is Acadia going after the middle market? Marketers (especially the middle-market brands that form Acadia’s sweet spot) need growth platforms where they matter. That will require navigating myriad options to pick the right vertical platforms. They need to master the long tail of retail media, so they need a lot of help.

“For too many, retail media has been synonymous with just Amazon — and indeed, Amazon is a huge story as the largest of the marketplaces,” said Belsky, whose Acadia purchased Bobsled Marketing, which specializes in retail media work, in 2021. “So there’s a truth in it. But, the truth has gone too far, to the point where it’s not in the industry’s or the clients’ best interest to see retail media as Amazon alone. Knowing how to help a client through Chewy is different than helping a client through Walmart, and different helping a client through Instacart.”

Belsky further argues that the first dollar into a specialty marketplace will be far more effective than the last dollar you spend on one of the big guys, and said he’s seen this in search for years. Agencies will tell clients they don’t need Bing, but incremental spending on Google doesn’t give them comparable lift; by contrast, their initial investments with Bing pay off handsomely.  “The last dollar into Amazon is always worse than the first next new dollar into Walmart or Instacart.”

Acadia has assembled a global 90-person team led by Kiri Masters, who formed Bobsled Marketing eight years ago and is now head of retail marketplace strategy for Acadia. Masters infused Acadia’s approach with the idea that performance requires a lot of work beyond the buy which can only be done if one is steeped in the mechanics of a client’s business and a platform’s operations. 

For example, client Good Wipes, a flushable wipes maker, has been trying to expand in Walmart, but the brick-and-mortar stores have very limited space. “”Even if they had an incredible budget, Walmart [stores are] just too small,” said Masters. “They cannot literally spend trade dollars in the store and get it to go somewhere. But on walmart.com they’re able to invest in brand messaging and media and things like that,” with which Acadia guides the client.”

Tom Spaven, formerly Good Wipes vp of marketing, who’s just left to take a job with Reduce, said the savings achieved by working with Acadia as well as the greater impact with what the brand spends has left him hoping to work with the agency again. 

“You can give them a total budget and then ask them to come back with a recommendation on optimal split rather than giving them the budget by channel to play with,” said Spaven, who’s currently working to figure out Reduce’s agency relationships. “Essentially, they’re coming in upstream and helping you build a retail media strategy as opposed to just spending your money for you in the places you tell them to. They just know all the tricks — they are very embedded with the retailers themselves.”

While other midsized agencies are unlikely to match the resources Acadia appears to be putting in, it’s definitely a direction the agency community beyond the holding companies needs to move in. How soon they will follow suit will unfold in 2024. After all, the category will pass $150 billion in 2026, if Scott-Dawkins’ predictions are correct. 

https://digiday.com/?p=530242

>>> Read full article>>>
Copyright for syndicated content belongs to the linked Source : DigiDay – https://digiday.com/media-buying/as-retail-media-grows-more-agencies-are-implementing-their-own-ways-to-guide-clients/?utm_campaign=digidaydis&utm_medium=rss&utm_source=general-rss

Previous Post

Duolingo’s head of global social strategy, Katherine Chan, talks about making unhinged content work and learning from mistakes

Next Post

Liverpool ‘weigh up’ move for prolific Premier League star

Late Paleolithic whale bone tools reveal human and whale ecology in the Bay of Biscay – Nature

Ancient Whale Bone Tools Reveal Secrets of Human and Whale Life in the Bay of Biscay

July 2, 2025
Exploring three theories of consciousness. – Psychology Today

Unveiling the Mysteries: Exploring Three Fascinating Theories of Consciousness

July 2, 2025
MIT student wins first-ever Stephen Hawking Junior Medal for Science Communication – MIT News

MIT student wins first-ever Stephen Hawking Junior Medal for Science Communication – MIT News

July 2, 2025
Here’s what your morning routine really says about you – New York Post

What Your Morning Routine Says About Who You Really Are

July 2, 2025
David Muir, Diane Sawyer, Charlie Gibson honor ‘World News Tonight’ stage manager – MSN

David Muir, Diane Sawyer, Charlie Gibson honor ‘World News Tonight’ stage manager – MSN

July 2, 2025
Amid Russian economy warnings, Lavrov says NATO’s increased defense spending will lead to ‘collapse’ of alliance – The Kyiv Independent

Lavrov Warns Soaring NATO Defense Budgets May Spark Alliance Collapse

July 2, 2025
Column: The new book ‘Sick and Dirty’ examines the not-so-hidden queerness of classic Hollywood – Yahoo

Uncovering the Bold Queerness of Classic Hollywood in the New Book ‘Sick and Dirty

July 2, 2025

In Good Health: Vaccines, Menopause, And Cardiovascular Disease : 1A – NPR

July 2, 2025
Bush and Obama fault Trump’s gutting of USAID on agency’s last day – CNN

Bush and Obama fault Trump’s gutting of USAID on agency’s last day – CNN

July 2, 2025
Meiwu Technology Company Limited and Shenzhen Zhinuo – GlobeNewswire

Meiwu Technology Company Limited and Shenzhen Zhinuo – GlobeNewswire

July 2, 2025

Categories

Archives

July 2025
MTWTFSS
 123456
78910111213
14151617181920
21222324252627
28293031 
« Jun    
Earth-News.info

The Earth News is an independent English-language daily published Website from all around the World News

Browse by Category

  • Business (20,132)
  • Ecology (702)
  • Economy (727)
  • Entertainment (21,615)
  • General (15,668)
  • Health (9,766)
  • Lifestyle (732)
  • News (22,149)
  • People (728)
  • Politics (734)
  • Science (15,945)
  • Sports (21,224)
  • Technology (15,711)
  • World (708)

Recent News

Late Paleolithic whale bone tools reveal human and whale ecology in the Bay of Biscay – Nature

Ancient Whale Bone Tools Reveal Secrets of Human and Whale Life in the Bay of Biscay

July 2, 2025
Exploring three theories of consciousness. – Psychology Today

Unveiling the Mysteries: Exploring Three Fascinating Theories of Consciousness

July 2, 2025
  • About
  • Advertise
  • Privacy & Policy
  • Contact

© 2023 earth-news.info

No Result
View All Result

© 2023 earth-news.info

No Result
View All Result

© 2023 earth-news.info

Go to mobile version