Retailer Media Down Under Eyes 50-100% Growth: Deep Dive Report

What you need to knowAustraliaamp8217s big supermarkets are becoming powerhouse media players and other retailers are eyeing the same modelThey are scooping trade budgets and now pushing for marketing dollarsThat is causing trade sales and marketing teams to realign altering dynamics within FMCGs and with knockon effects for agenciesBut large FMCGs including Nestlamp233 and PepsiCo say the likes of Coles 360 and Woolworthsowned Cartology have much more to do on measurement reporting and analysis before they start to move big slices of budgetAcross the board FMCGs and drinks companies want more data from retailersNow retailers are pushing media beyond their own digital properties and into off network models eyeing Amazonamp8217s ad network approach using their data to enable brands to target their audiences around the webThat poses opportunities and challenges for traditional media ownersMi3 has produced an indepth Retailer Media Next market report with crossindustry insight from 25plus brands retailers platforms agencies and consultants Download yours belowRetailer media is disrupting the disruptorsquotThe losses that weamp8217re seeing now in several of the major digital platforms the flat reporting we are seeing at Facebook Googleamp8230 is money shifting to retailer media for the first time this yearquot according to media ecologist Jack Myers His firm MediaVillage has shared data with Mi3 to show where the money is moving in the US TV search and social are all in the frameIn Australia those analyzing brands39 media investments forecast 50100 per cent growth for retailer media in 2023 with implications for all other media channels and altering the trademarketing structures within large FMCG companies causing knockon effects for agencies While supermarkets have made the early running retailers across categories are now launching media businesses or mulling market entryBut blue chip marketers underline that retailer media players have significant work to do on measurement reporting and ROI if they want to attract a greater share of budget They want more data and greater rigor Mi3 has produced an indepth market report Retailer Media Next unpacking the challenges opportunities and implications for brands and the broader marketInterviews with 25plus marketers retailers platforms agencies and analysts provide crossindustry insight Here39s a snapshotPepsiCo CMO Vandita Pandey quotWe39ve got quite a bit more runway and learning before we would see a significant increase in investmentquotNestlamp233 Marketing Communications Director Anneliese Douglass quotI see far greater working between marketing commercial development and sales on the customer journey full endto end planning due to retailer media and ecom amp8230 that is a fundamental shift we are making in our businessquotMoccona Marketing Manager Aaron Wall quotGeneric search terms within retailer media platforms are getting really expensivequot because brands want to be quotin the right format on page onequotMutinex CEO Henry Innis quotRetailer media will grow 50100 percent this year But in the longerterm the market is unlikely to generate the huge returns and ROI seen to date in line with any maturing medium We are probably just coming to the start of that cycle with retailer mediaquotBrad Moran cofounder CitrusAd quotColes and Woolworths could dominate the entire ad market if they wanted toquotYahoo Apac data chief Dan Richardson quotAfter Optus and Medibank brands are very concerned They have to work through a lot of privacy and security risk compliance to even get to a point where they can think about launching a media networkquotEllipsis Managing Partner Tim Tyler quotThe biggest compliance costs resulting from Australia39s privacy law changes will fall on those making the most money out of loyalty data those with the biggest databases they are trying to convert into media channelsquotWith input from brands including Nestlamp233 PepsiCo Moccona Baida Poultry Lion v2food and Mars Petcare retailer media operators Coles 360 Cartology Endeavour Group and Winning Group platforms and tech providers including Citrus Ad Zitcha Criteo Yahoo The Trade Desk and Mutinex agencies and groups including Resolution Digital Zenith OMG GroupM WPP and Hatched and analysts and consultants including Sonder MediaVillage and EllipsisAn Mi3 report supported by Coles 360 and Resolution DigitalDownload your copy hereReprinted with permission from Australiaamp8217s Mi3Click the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Retailer Media Down Under Eyes 50-100% Growth: Deep Dive Report

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