4 marketing resolutions for 2024: rethink retail media, use AI to unlock the creator economy and demystify CTV

Connecting shopping habits to paid media, quitting the ‘growth-at-all-costs’ obsession and AI-powered influencer selection. PMW’s expert panel lists their top media priorities for the year ahead.

Retail Media can help fill the cookie void – but not if you just ‘set and forget’

As cookies disappear, retail media is only going to become more important as that first-party loyalty shopping data fills the cookie-shaped void in tracking customer behaviour. But a lack of standards in this growing channel means retailers will need to work together to define ROI in a common way and provide insights that truly show the advertisers the success of their objectives.

 Susanna Chaplin, Founder at esbconnect:

“Retail media benefits both sides; as the economy tightens into 2024, retail media networks allow retailers to monetise their inventory directly with the brands. Brands can leverage online and offline placements, which are relevant both from a context point of view and a data point, especially with the wealth of first-party data in this space, thanks to loyalty programmes.

“Technology has rapidly changed over the last few years. Retail media networks allow all parties to benefit from this, allowing consumers to receive personalised deals and brands to win the right customer.”

 Nick Morgan, CEO and Founder, Vudoo:

“The ability to use consumer data, target, reach and attribute sales all within a campaign will continue to be attractive to marketers. The real value for those that can remove silos is in understanding how retail hygiene and content impacts paid media.

“The combination of a well-curated landing page, coordinated merchandising planning and paid media to drive traffic greatly outperforms a siloed retail media strategy alone. Most agencies and practitioners are not operating integrating approaches and those that do will see above category performance as a result.

“As retail media matures, retailers are starting to understand the opportunities of off-site media, and of selling ad inventory to non-endemic brands – a significant ongoing development in the retail media ecosystem.”

Read more in: Performance Marketing World