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What should we watch tonight?
What used to be a simple question (it’s 8:30pm on a Thursday, so “Friends”—duh!), has gotten far more complicated in the past decade. For most TV watchers today, there’s a whole slew of follow-up questions that need to be addressed: Hulu, Netflix, or Paramount+? Series, doc, or movie?? And finally—which actual program to watch???
And while TV’s gotten complicated for everyone, the impact on marketers has been even more pronounced. With the invention and adoption of over-the-top (OTT) content, a staggering amount of increasingly fragmented inventory has become available.
Even still, CTV ad spend has skyrocketed recently, thanks to the powerful brand awareness, leads, and sales the format offers. At the same time, the space is so fragmented and complex that buyers say it’s “in shambles” (or “shambies,” for our Gen Z readers).
Today, we’ll explore how advertisers can create winning connected TV ads and campaigns. And for the agency and brand leaders wondering how to protect their teams from going to shambies themselves while navigating the complexity, we’ll discuss a solution that streamlines the process.
To kick things off, let’s do a quick overview of the CTV advertising landscape today.
Here are a few key figures to know:
Why the explosion? Well, CTV offers some hard-to-ignore marketing opportunities:
Now that we’ve covered some key facts and figures about this media channel, let’s dive a bit more into what distinguishes an average CTV ad from a great one.
Most people watch TV because they’re looking for a story—and this need for narrative extends to the ads viewers encounter while they watch.
That means there’s a huge opportunity to captivate audiences and tell your brand or product’s story through a compelling CTV ad. Not only that—41% of viewers feel that TV ads are an important part of the TV watching experience, so stakes are high for brands looking to connect with audiences.
To that end, we recommend considering the following questions as you plan and execute CTV ads:
Now, let’s talk about what makes a great strategy. For most brands and agencies, this means incorporating CTV as part of an omnichannel approach and focusing on reaching the right audience.
As we’ve discussed, while CTV advertising has many strengths, fragmentation is a notable challenge. Marketers can access inventory from many different sources—from smart TV providers, to programmatic ad exchanges, to streaming device makers, and more. Not only that—consumers can access OTT content in a variety of ways (not to mention the added obstacles of shared logins and multiple subscriptions within a single household).
The downside, as media buyers know, is that this fragmentation makes it difficult to track conversions. That said, marketers can use KPIs like video completion rate (VCR), impressions delivered, and cost per completed view (CPCV) to measure and report on the area that CTV ads excel in: brand awareness. Remember when we mentioned that standout CTV ads tell a compelling story about your brand? Good storytelling + a 100% viewable and non-skippable format = a huge opportunity to build or expand awareness of your product.
What this means for marketers is that CTV ads work best as part of a holistic omnichannel strategy. Within a campaign, customers might encounter a CTV ad that first makes them aware of a brand or product, and then get retargeted via paid search, mobile, display, or another channel. When used as part of an omnichannel strategy, advertisers can focus on boosting awareness through CTV, and then moving customers further down the purchase funnel through additional channels.
Another piece of an effective CTV strategy is identifying and targeting the right audience. Though fragmentation complicates this matter, a good DSP will allow you to layer both first- and third-party data to build audience segments based on demographics, interests, location data, site visits, and more.
And when buying CTV inventory programmatically? Contextual targeting parameters can further help marketers reach the right audience, in the right way. These segments allow for targeting based on content categories, broadcast types, and content types. Plus, with third-party cookie deprecation on the horizon—albeit a bit further down the line than it was a few months ago—getting familiar with privacy-friendly targeting methods is all the more important.
“This is all well and good,” you might be thinking, "but what about that ‘shambies’ bit? Won’t incorporating CTV advertisements into my campaigns just add to the complexity I’m already facing?”
If we’ve read your thoughts, you have a point: in a recent survey, most marketers reported using 9 different platforms for an average campaign. So, if you’re adding an entirely different platform to access CTV inventory? Yeah, it’s going to make things more complicated. But that isn’t the only way to tap into CTV.
By automating their CTV strategy through a single sign-on platform that allows for all-channel activation, marketers can streamline the process of building out omnichannel campaigns. Basis DSP, for example, is built to reduce complexity, via features like:
All in all? Leveraging automated tools and technologies for campaigns that involve CTV will minimize the chaos and allow agencies and brands to efficiently tap into CTV’s many opportunities.
It’s clear that CTV advertising is booming and holds many benefits for advertisers. But due to the fragmentation of the channel, incorporating CTV without using tools that alleviate its complexity might not be worth the trouble for some marketing organizations.
This is where advertising automation comes into play (or, should we say, into view!) By addressing media fragmentation with a variety of tools designed to streamline the entire media buying lifecycle, advertising automation empowers marketers to make the most of the CTV opportunity.
Looking for more? We do a deeper dive on all things automation here. And if learning more about CTV is what you’re looking for, we’ve got a guide for that too!
It’s a Tuesday afternoon, and you’re hopping online for your weekly team meeting. As you chat with your coworkers before the meeting officially starts, you notice that everyone on the call looks a bit…exhausted. Sound familiar?
Though every organization is different—and there are certainly those that prioritize rest and overall employee wellbeing—it’s no secret that tiredness and burnout are common in the marketing world, across all levels of employees (see: The Great Resignation).
There are many causes of burnout, but one thing’s for certain: in the context of economic upheaval, brands need to be firing on all cylinders. To that end, let’s explore a powerful solution for both minimizing burnout and maximizing efficiency: workflow automation.
Over the past several decades, media complexity has soared. We can’t be the only ones who remember the dark ages of only having to choose between Netflix and Hulu, as opposed to ten additional streaming TV platforms…(Right?...Bueller?)
Here’s an example of the factors media buyers had to juggle in 2000:
Annnnd now:
If we’re being honest, this doesn’t even scratch the surface. Consider the expansion of vendors, cost types, and buying and tracking methods—and once you sprinkle in the complexity around consumer data and privacy regulations? I mean, c’mon.
While many marketing organizations have embraced new technologies to help manage this fragmentation, those technologies are often disparate point solutions which, funnily enough, add to the complexity. In a recent survey, the majority of advertisers reported using 7 platforms in a typical day, and 9 for a typical ad campaign. On top of that (and likely because of it), advertising professionals reported spending an average of 6 hours per week on low value, repetitive tasks.
It's no wonder marketers are feeling tired.
In a marketing context, workflow automation is the use of processes and technologies to reduce redundancies and minimize time spent on duplicative, low-value tasks throughout the entire lifecycle of a campaign. Digital advertising workflow automation can look like:
Now that we’ve defined the elements of workflow automation in digital advertising, let’s dig into a few of its (many!) benefits
An effective omnichannel campaign has many moving parts. Now, imagine the added challenge for marketers that have to sign on to a different platform for each of those channels. And when it’s time to pull a report for that campaign? That’s a lot of different data sets to standardize and compile!
By uniting disparate channels, and all parts of the media buying process, into one platform, workflow automation can help mitigate the complexity of today’s digital media landscape.
Remember those 6 hours per week that advertisers are losing to low-value, manual work? Workflow automation can give those precious hours back to organizations by streamlining the campaign management process.
What does that streamlining process look like, beyond uniting channels and campaign functions into a single workflow? Leveraging advertising automation throughout the advertising workflow will also boost efficiency and reduce manual labor. For example, marketers can leverage AI-powered Dynamic Creative Optimization (DCO) to automatically build thousands of digital ads that vary in real-time based on retargeting, creative personalization, audience segmentation, and more.
Remember when we mentioned the impact of The Great Resignation on the advertising industry? One solution to preventing turnover on your team is having an automated and standardized workflow. This allows your people to sidestep time-consuming, manual processes and focus on high-level, fulfilling tasks. Sounds like the kind of work most marketers want to spend their time on, right?
Beyond these benefits, an automated advertising workflow can empower multi-dimensional reporting, granular campaign optimizations, streamlined financial reconciliation processes, and more!
Advertising workflow management can feel like a daunting task—but it doesn’t have to be. In today’s complex digital landscape, brands and agencies can automate marketing workflows by embracing platforms that address the entire lifecycle of a campaign, rather than point solutions that only add to the complexity.
Basis, for example, helps users with all-channel activation, negotiation and contract management, real-time monitoring and campaign reporting, increased collaboration and communication, and much more—all through a single interface. It’s no surprise that 77% of Basis users report being able to move from planning to activation faster, and that 80% agree that it makes their job easier.
At the end of the day, isn’t that what most marketing teams strive for? To embrace tools and innovations that give them the time and energy to focus on creative, high-level work? That’s the promise of workflow automation: fulfilling work, efficient processes, and—best of all—happy teammates.
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For an even deeper dive into all things advertising automation, check out our guide.
Over the past several years, connected TV (CTV) advertising has skyrocketed. Though linear TV still takes up the majority of ad spend in the US, CTV is making significant gains: from 2017 to 2021, US CTV advertising grew from $4.7B to $14.19B, and it’s projected to hit $38.83B by 2026!
Networks and platforms are embracing this digital evolution, with premium platforms like Disney+ and Netflix making plans to join other streaming giants like Hulu and Roku in offering in-video advertising opportunities.
Amidst all the excitement, you probably have some (very understandable!) questions. Things like: What exactly is CTV? What are all these weird acronyms I keep seeing? Why is this CTV advertising surge happening? And what does it mean for marketers? Read on to find out!
CTV, OTT, ACR—oh my! The world of digital video streaming sure has evolved (and that’s putting it lightly!) What just a decade ago seemed like an overwhelming and unattainable piece of a digital marketing portfolio has become a must-have in every brand’s digital repertoire.
In recent years, connected TV has emerged as one critical aspect of that landscape as viewers and advertisers alike move beyond traditional linear TV or streaming video on laptop or mobile devices.
So what actually is connected TV? Simply put, a connected TV is a TV that is connected to the internet. CTVs include Smart TVs; TVs used in tandem with devices like Roku, Apple TV and Chromecast; and TVs hooked up to gaming consoles with build-in streaming capabilities like PlayStation. And CTV ads? Well, they’re those that run on CTV devices.
“Wait, hold up,” you might say. “What the heck is over-the-top (OTT) then? And how does it relate to CTV? Are all these different from linear TV? And didn’t you say something about ACR? Seriously, what is with all these acronyms?”
These are all fair questions! The evolution of digital video has been accompanied by a plethora of terms and acronyms, many of which are closely connected:
Advertising on CTV devices gives marketers the ability to scale beyond traditional TV commercials and reach audiences who are watching content on their TV, but via the internet instead of cable. Next, we’ll dive into the great CTV boom—from both a consumer and advertiser perspective.
Let’s take a quick walk down memory lane (we promise we won’t stay there too long). It’s March 2020, and the world is in the throes of unknown waters: the COVID-19 pandemic. The uncertainty, fear, and anxiety are all real, heightened by quarantines and stay-at-home protocols.
You, along with 64 million other households, turn to the latest Netflix craze for a much-needed escape: Tiger King. Maybe you watch it over the course of several days, or perhaps you binge all the episodes at once (no judgment here).
This is just one example of how streaming video services have exploded over the past few years. During the pandemic, online video subscriptions soared 26%, with revenues exceeding $1B worldwide. And though subscriber growth has since slowed, streaming has surpassed traditional TV as consumers’ video viewing method of choice.
It makes sense, then, that connected TV advertising would follow suit. Brands want to ensure they’re reaching consumers where they are spending the most time. And with 41.6% of the US population using ad-supported video-on-demand services (not to mention that the average time spent watching CTV is approaching 2 hours a day), CTV is a crucial part of any omnichannel marketing strategy.
Now that we’ve tackled what a connected TV device is and how CTV has grown, let’s dive into the nitty gritty of how CTV ads work.
Once a user is streaming video on a CTV device, content distributors such as Hulu, YouTube TV, Roku, and other apps can then serve advertisements, similar to traditional TV commercials. These ads can be placed at the start of streaming (pre-roll), during ad breaks in the middle of the content (mid-roll), or once the video has finished (post-roll).
Depending on their method of purchasing CTV ads, marketers can target audiences based on a variety of factors. When purchased programmatically through a DSP, advertisers can leverage both first-party data available through the CTV vendor, as well as any third-party data that’s accessible through the DSP. This gives marketers more control over precisely who they are targeting, as well as the ability to retarget effectively.
CTV advertising can take a variety of forms and lengths. The most common connected TV ads run anywhere from 15 to 30 seconds, but they can be as quick as 10 or as long as 60 seconds. CTV ads also lend themselves to interactive content, such as those where a user selects their “ad experience” from a selection of two or three options—helping empower the user and giving the advertiser additional insights for use in both A/B testing and retargeting purposes. The length and format of the specific video commercial is up to the brand that is placing the advertisement, and marketers can make adjustments based on strategic priorities for their brand or product.
Connected TV advertising partners like Hulu, YouTube, Sling TV, and Roku have offered CTV ad inventory for a while, and other major streaming players like Netflix and Disney+ have announced they’ll be rolling out new ad-supported tiers as well. For advertisers, this means increased ad inventory available though their CTV advertising platforms and the opportunity to reach more consumers where they are viewing video.
Stay tuned (oof, we’re really dating ourselves with this pun…) for updates on what these new offerings will look like, and how advertisers can gain access to this premium inventory!
As is the case with all digital marketing channels, staying ahead of the changes and progress in CTV capabilities is an ongoing task. Basis Technologies has all the tools and resources necessary to place and execute sophisticated CTV advertising campaigns, from basic content to complex targeting parameters.
As is the case with all digital marketing channels, staying on top of all the changes and progress in connected TV capabilities is an ongoing task. That said, as a channel that’s currently booming, more and more advertisers are turning to CTV ads as part of their omnichannel strategies and seeking out platforms that help them make the most of the CTV opportunity.
Interested in learning more about CTV—including how advertisers can plan an effective CTV campaign, protect their campaigns against ad fraud, and leverage PMPs to effectively target consumers? Check out our guide for an even deeper dive on all things connected TV.
We each encounter a stunning array of stimuli in our daily lives. The images and advertisements that flood our social media feeds, the apartment maintenance team revving up the weedwhacker just as we sign on to a Zoom meeting, our pets softly snoring as we write a blog about podcasts...but we digress.
If everyone was to pause and make a list of all the things they could see and hear in just this precise moment, many would understandably get lost in that sea of sound (and, of course, wind up with some extensive lists!)
Why does this constant state of stimulation matter, specifically for advertisers?
Experts say that it leads to a phenomenon of “continuous partial attention,” in which many things get just a bit of our attention, but a single thing rarely gets it all. This matters for marketers, as attention drives sales. And one particularly under-utilized area of advertising that garners a lot of attention? Podcasts.
Today, we’re digging deep into all things podcast advertising: how it’s currently utilized (or under-utilized), where its value lies for marketers, and where it’s projected to go in the next several years. Read on to learn how podcast advertising can help marketers cut through the noise—pun very much intended!
The vast amount of input we encounter daily is visual—with some images front-and-center, and others in the periphery. This massive visual input is, in no small part, due to the number of ads we see. Sources estimate that most Americans encounter up to ten thousand advertisements each day! It’s no wonder that our attention is constantly divided.
Audio advertising provides a break from visual overload. 56% of Gen Z and millennials agree that audio serves as a much-needed escape. It’s a way to reach consumers without requiring them to focus their attention on an image or video. Within the broad umbrella of audio advertising, podcasts are an especially compelling opportunity, as most people listening are doing so because they want to learn.
Plus, people listen to podcasts everywhere. Recent data shows that most listening happens on smartphones, which means that listening can occur virtually anywhere: in the car, on a walk, at home, etc. As such, podcast ads provide marketers with a captive audience—ripe for high engagement—at any time, and in any place.
Unfortunately, that’s not entirely the case. Despite the popularity of podcasts, podcast advertising is presently an underutilized and undervalued opportunity, especially given the format’s explosive growth in the last several years.
Let’s touch on a few of the current stats on podcasting, which demonstrate this discrepancy between advertising opportunity and utilization:
Now, onto podcast ad spend:
Despite the evidence that podcasts are booming and that podcast ad spend is on the rise, audio advertising is, collectively, under-invested. In the U.S. alone, audio garners upwards of 31% of all media activity. But in terms of ad spend? An underwhelming 8.8%!
Imagine this: a listener of a lifestyle podcast hears the host share their experiences using a certain product. This host is someone the listener trusts, as they listen to the podcast each week. They recall that the host has talked about this product before, and their interest is piqued. Later that week, that same product appears in their Instagram feed or alongside their virtual shopping cart. Because they heard about the product from a trusted source, and have now experienced ads across various channels, they’re ready to hit "Add to Cart."
Podcast ads are a powerful tool marketers can add to their omnichannel strategy that allows them the flexibility to meet their ideal consumer in the right time, and in the right way. They offer opportunities for marketers to authentically engage with consumers, to personalize for distinct audiences, and to employ a flexible marketing strategy.
Let’s dive a bit deeper on these key strengths of podcast advertising.
Advertising within podcasts provides an opportunity to connect with relevant audiences in an authentic way that drives engagement. These ads can captivate listeners with strong storytelling, fostering an authentic connection to a brand or product. Marketers have listeners’ undivided attention, as users cannot listen to anything else while a single audio ad is playing. Though listeners have the ability to skip podcast ads—and this is certainly a challenge with this ad type—audio ads tend to stick in listeners’ minds: upwards of 70% recall audio ads they’ve heard over the past few months!
Beyond the fact that podcasts offer a captive crew of listeners (and the ability to reach them in a way that doesn’t add to visual overload), many podcast listeners are incredibly loyal in their listening habits. Regular listeners are deeply committed to their favorite podcasts, with 46% listening within 24 hours of each episode’s release.
What’s more, podcast hosts have established rapport and trust with their audiences. For most listeners—especially millennial and Gen Z—trust, loyalty, and authenticity are critical factors that drive their purchases, especially during times of economic upheaval and inflation. Reaching them through a platform they regularly use and where trust has already been established is a huge win for marketers, and data shows that podcast ads read by hosts are perceived positively.
Yet another benefit of podcast advertising: its strength when it comes to personalization, especially through contextual targeting.
Marketers can gain significant insight into audiences just by paying attention to the podcast’s topic, tone, and audience. In a land shaped by constantly-shifting digital advertising regulations and the coming deprecation of third-party cookies, using podcasts’ topics and audience demographics to place relevant ads within the context of those podcasts is an impactful strategy.
Advertisers can ensure their message is reaching the audience, in the right way, by placing ads in podcasts that align with their own brand voice and values. An audience already captively listening to a podcast on personal finance will be more receptive to ads directly related to that industry, just as someone listening to a true crime podcast might be more responsive to their podcast hosts touting a home security system.
Once marketers have identified their target audience, using a DSP to access premium biddable and guaranteed direct audio inventory is a great way to ensure they are connecting with that audience. And, utilizing private marketplace inventory allows advertisers to further leverage contextual targeting to reach audiences with precision and in brand-safe audio environments.
Beyond contextual targeting, advertisers can narrow and further personalize their advertisements by embracing dynamically personalized audio messages. These allow marketers to personalize the audio ads that listeners are hearing based on criteria such as age, language, weather, day of the week, and more.
In today’s complex digital landscape, the need for a flexible, dynamic marketing strategy has never been greater. Advertisers need the ability to test new strategies within different channels, as well as employ strategies across channels in a way that keeps brand voice and messaging consistent. Luckily, podcast advertising has developed in a way that allows marketers to lean into these demands.
First, there are many different styles and types of podcast ads that marketers can use. Though 15 to 30 second host reads currently take the cake, longer custom-branded segments are becoming more widespread. As trends continue to shift—both based on what consumers respond to and what the industry can provide—marketers have the flexibility to embrace podcast advertising strategies that meet their distinct needs.
Further, for marketers who are working to expand their reach by employing an omnichannel strategy, podcast ads offer the flexibility to do so without putting a strain on resources. For advertisers who have not yet ventured into video or audio, audio has a lower barrier to entry—podcast ads have lower production costs and have fewer components to edit than video ads. And, unlike video ads, podcast ads do not have to be ‘in-view’ to have an impact on consumers.
Finally, podcast ads offer marketers the flexibility to adapt their strategies to meet consumers where they’re spending the most time. Today, most podcast listening happens on smartphones. In the U.S., the average mobile user spends nearly four and a half hours on their phone each day. Using podcast ads increases the likelihood that consumers will be exposed to your brand or product across a variety of channels. And, as users spend more and more time on their smartphones in the coming years? Podcast advertising will continue to offer marketers the flexibility to increase their interactions with consumers on just that device.
Podcast advertising demand is skyrocketing and will only continue to grow in the coming years. As programmatic audio advertising technologies evolve, alongside AI-driven contextual targeting functionality and improved data capabilities, advertising in podcasts will continue to become more sophisticated and competitive. Savvy marketers can stay ahead of the curve by prioritizing authenticity, embracing the flexibility of this audio format, and staying informed on current trends.
Want to learn more about how audio advertising could be a part of your media plan? Whether you’re looking to add programmatic audio to your digital media strategy or you’re more interested in direct buys through various private marketplaces, the opportunities are many. Check out our Audio Advertising Guide to learn more.
To say the current retail industry is complicated would be to put it lightly. Inflation rates are soaring, consumers are feeling frustrated by the economy, and economists warn of a possible impending recession. What’s going on, and how should retail marketers react? Let’s dive in.
Before digging into best practices for retail marketers, let’s do a quick overview of the retail marketing landscape as it stands today.
As of the beginning of June, the annual inflation rate in the United States was 8.6%. Despite the low unemployment rate and the rapid economic growth of the past two years, most Americans are upset. So upset, in fact, that their feelings towards the economy are approaching the same low levels that characterized the Great Recession in 2008.
Though inflation is at the forefront of consumers’ (and retail marketers’) minds, it’s just one of many contributing factors to the industry churn. Digital advertising regulations are shifting, third-party cookies are on their way out—and did we mention that possibly-impending recession? Together, these factors have created a highly complex and unpredictable landscape for marketers to navigate.
With all this talk of doom and gloom, it’s easy to feel like it’s time to hunker down, slash your marketing budget, stick your head in the sand, and wait for this all to pass. No way consumers are looking to spend in the middle of this instability, right?
That’s not entirely the case. First, brands who continue to advertise will be well-positioned to meet pent-up consumer demand once the supply chain and the economy stabilize. Plus, despite inflation, US consumer spending has actually risen in recent months!
To meet current and future consumer demand, leaning into intentional brand marketing is a surefire way to maintain brand presence and continue to establish brand loyalty despite economic chaos. Read on to learn why putting the customer first, staying consistent, and maintaining flexibility will be retail marketers’ best friends during times of upheaval.
Inflation makes consumers feel powerless. They have no control over prices, or the various forces that cause them to rise. And unlike other economic issues that disproportionately impact folks of different socioeconomic statuses, races, and education levels, no one is left unscathed.
Couple this with the seemingly endless number of brand choices available to consumers, and it’s clear that the pressure is on for brands to maintain their customer base. And as marketers know, brand loyalty comes down to putting the customer first.
One way that retail marketers can prioritize their customers’ needs is by building trust and long-term relationships with them. One individual sale is important; but the communications that happen before and after that sale are just as critical. More so than ever, consumers—especially millennials and Gen Z—are paying attention to the ways that brands present themselves and follow through with action. Brands need to be inclusive and authentic in both their messaging and their products. Long-term, trusting relationships are built when brands’ products and communications exemplify their values and purpose.
It’s also critical that marketers listen well and respond authentically to customers’ wants and needs. Consumers today—especially millennials and Gen Z—care not just about your product, but also about the content your brand supports. Brands can embrace this information by advertising ethically—in other words, avoiding ad placements on websites that host misinformation and hate speech. When consumers push for authentic sustainability, show them how your brand is taking action. Where inflation can leave consumers feelings powerless, giving opportunities for consumer feedback and then acting on that input can establish trust and give buyers back a sense of agency.
The days of shoppers walking into a store, browsing the aisles, and choosing the product that most appeals to them in that moment are rapidly disappearing. Today’s retail landscape is increasingly hybrid—a marriage of digital and in-person shopping. The message that your brand sends digitally—from social media, to out of home, to search, to email—needs to align with consumers’ in-person shopping experience.
Being consistent goes hand-in-hand with building brand trust and loyalty. You’re not just selling your product—you’re selling your brand. Consumers notice when brand communications are inconsistent across and within platforms. This is why having a solid programmatic advertising strategy and the ability to target across devices is critical.
As consumers demand greater personalization from businesses of all sizes, marketers must move beyond a one-size-fits-all targeting approach and, instead, craft content specific to their audience’s distinct experiences. Trying to accomplish this degree of personalization manually is a monumental task. Staying consistent when manually building out many different creative variations, for example? Whew, it’s tough.
This is where embracing a programmatic strategy, backed by an automated and comprehensive DSP, is critical. Utilizing recent technological developments in artificial intelligence and machine learning will free up the time and efficiency marketers need to target across devices and create consistent, personalized consumer experiences. It also minimizes the risk of inconsistencies due to human error. Advertising automation is a powerful solution for retail marketers to have in their toolkit, as it reduces the duplicative and time-consuming tasks that make this type of consistency in advertising a challenge.
Listening to consumers and staying consistent will, almost certainly, always be best practice in retail marketing. That said, it’s an ever-evolving landscape. It’s difficult to predict what combination of targeting strategies will be dominant in a cookieless world, or whether ecommerce will fully replace in-person shopping in years to come. These and other factors are apt to change—often unpredictably—and retail marketers need to be able to meet consumers’ needs, no matter the changes.
As such, the third and final factor that’s key to retail marketers in this landscape is flexibility and adaptability.
One timely example of an opportunity for flexibility and adaptability is the current marriage of digital and in-person shopping. Though more folks still shop in-person than online, that balance is fluctuating, and an omnichannel advertising experience—both in-person and digital—can help retail marketers reach consumers at the right time, in the right way. Tapping into retail media networks is a great (and rapidly growing) way to be flexible and adaptable in this current context.
Take, for example, the “shop online, pick up in-store” consumer. The ads they view leading up to, during, and after their shopping experiences shape the purchasing choices they make. Though this consumer misses out on the in-person checkout line “impulse buys,” savvy retail marketers can view their online checkout as a place for a “virtual checkout line” experience. By running retail ads for similar impulse purchases (like the items a shopper would see in the checkout aisle in a physical store) during their online checkout process, marketers can adapt to and embrace this hybrid retail marketing landscape.
In the wild, wild world that is retail marketing in 2022, staying focused on these three factors—putting the consumer first, seeking consistency, and embracing flexibility—can make all the difference. Many things might (and likely will) change, but a retail marketing strategy with these as the foundation will be well-equipped to weather whatever is to come.
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Want to learn more about how advertising automation can help brands and agencies reach the right customers, in the right places, and at scale to boot? Check out our guide and see why automation is critical to meeting the wants and needs of retail consumers who are no longer satisfied with the status quo.