Don’t sleep on retail media networks
Scott McDonald
The Advertising Research Foundation (ARF)
- Part 1Attention Measurement in the Real World
- Part 2 Don’t sleep on retail media networks
Show Notes
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00:04Marketing trends, attention measurement, and retail media networks.Marketers are leveraging attention to drive business results through performance advertising and post-sale marketing.
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06:19Retail media networks' impact on advertising and business longevity.Discusses growth in retail media networks, potential cannibalization of other sectors, and long-term impact on brand equity.
Quotes
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"When we get to digital marketing, a company like Amazon is making a lot of money on advertising because they are bidding higher placement of their product." - Scott McDonald
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"Uber just announced 1.2 billion or something in revenue from its advertising business." - Scott McDonald
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"There's been, I think, a deleterious shift toward short termism in marketing, coincident with the movement toward performance marketing that we view as being dangerous over the long term for many companies." - Scott McDonald
- Part 1Attention Measurement in the Real World
- Part 2 Don’t sleep on retail media networks
Up Next:
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Part 1Attention Measurement in the Real World
CEO and President of The Advertising Research Foundation (ARF), Scott McDonald, discusses attention measurement in the real world. The conversation revolved around the evolution of attention measurement in marketing, with a focus on the importance of using science-based approaches. Scott emphasized the need for a combination of art and science, and highlighted the limitations of viewability metrics. He also discussed the challenges of measuring attention, including the need for a consistent methodology and data source, and the importance of differentiating attention from emotion measurement. This episode concludes with Scott stressing the importance of understanding attention as a threshold variable that needs to be met for an ad to be effective.
Play Podcast -
Part 2Don’t sleep on retail media networks
CEO and President of The Advertising Research Foundation (ARF), Scott McDonald, discusses the reasons marketers should not sleep on retail media networks. The growing influence of retail media networks on marketing strategies is the basis of today’s episode. Scott highlights their potential for short-term gains, emphasizing the value of first-party data relationships in targeting specific audiences more effectively.
