shopper marketing

AdsPostX’s OmniSDK tool identifies and combines implicit and explicit signals about user behavior. Retailers can use this information to show customers relevant offers after checkout.

Pinterest made $272 million in Q1 this year, a 35% jump from the same period in 2019, but its net loss increased by $100 million because ad spend crumbled in March. The company “began 2020 on strong footing,” said Pinterest CFO Todd Morgenfeld during the company earnings call Tuesday, but April ad spend declined by […]

The brands buying search and display ads on Kroger’s sites could only tie that activity to online sales,  even though those ads influenced in-store purchases. So Kroger worked with recent Microsoft acquisition PromoteIQ to attribute offline sales to online ads, by connecting loyalty card data to its logged-in userbase. The unmeasured impact of the ads […]

Shopper marketing, a longtime favorite of CPGs typically used for in-store signage or to get products on eye-level shelves, is undergoing a massive transformation thanks to the spread of ecommerce and online shops. Of the $178 billion marketers spend annually on in-store marketing, $55 billion could shift from traditional retail trade marketing to online ads, […]

Although Tasty, BuzzFeed’s popular food property, commands a ton of reach, it wants advertisers to know that it’s also a performance play. BuzzFeed is making a concerted effort to prove the efficacy of its media, particularly on high-traffic properties like Tasty. “We didn’t set out to build a shopper marketing offering, but because of our […]

Albertsons has unleashed shopper data from its network of 2,300 stores to help CPG advertisers determine whether their digital ad spend drove sales. When the grocery chain, whose numerous brands include Safeway, launched Albertsons Performance Media last week, it joined retailers like Target, Kroger and Walmart, which have each invested in building an audience activation […]

Ad tech vendors are clicking “add to cart” on first-party retailer data. As brands and retailers grow more comfortable sharing first-party data, shopper marketing budgets – traditionally spent on last-leg marketing efforts like high-performing shelf space, in-store signage, coupon circulars and co-marketing (“Find us at your nearest…”) – are moving online. “Merchants are talking to me […]

America’s most data-driven retailers and product manufacturers increasingly use mobile channels to drive shoppers to a store. Take the big kahuna. Walmart two weeks ago began offering discounts for products selected online and then picked up at a store. Walmart clears the margin on those discounts because the retailer can push products through its stores […]

Consumer packaged goods companies are going direct-to-consumer, spurred by a desire for greater data governance and less reliance on third-party retailers. As a result, the principles behind shopper marketing, which traditionally centers on in-store promotions, are blurring with brand marketing, which focuses on building brand affinity. “We’ve seen shopper marketing move from this singular approach […]

Aaron Fetters will discuss advancements (and present-day shortcomings) in data, ad delivery and effectiveness on April 14 at PROGRAMMATIC.IO in San Francisco. Advertisers question ad quality and the ability to activate “open” data across platforms in the programmatic space, but what’s being done about it? First, marketers need to rethink the way they’ve traditionally tallied […]