The Garage: Tools For Retail Media Innovation – Détails, épisodes et analyse

In this episode of The Garage, hosts Dan Massimino and Evan Hovorka are joined by JSD, the Chief Commercial Officer at super{set}. Join them as they discuss the acceleration of retail media, the future of data integration, and the potential for AI to unlock value in the industry. They also explore strategies to enable the customer's media vision, brand vision, and sales vision in whatever capacity they choose to execute. JSD leads market strategy and development designed to accelerate super{set} companies’ growth in current, new, and expanding markets. He is also a member of the Mobile Marketing Association (MMA) North America Board of Directors and Executive Committee and serves on the steering committee of the Marketing Organizational Structure Think Tank (M.O.S.T.T.). Adweek named him to the “Adweek 50” in 2017, a list of media, marketing, and tech executives leading the charge toward transformation.

• Jon Suarez-Davis LinkedIn
• super{set} Website

Episode Highlights:

[15:22] JSD explains the tipping point that led to the acceleration of retail media. He believes that the dominance of walled gardens, including the rise of Amazon, played a significant role in this development. Retailers, as the owners of valuable data (which is tied to loyalty and transaction information), realized the potential for additional revenue and margin expansion through media businesses. This realization, combined with the maturity of the ecosystem, led to the rapid growth of retail media.

[24:23] When fostering an innovative culture within an organization, simplicity and alignment are vital. Despite being initially skeptical of this approach, JSD emphasizes the value of having a beginner's mind, approaching problems with openness and a willingness to learn. He also highlights the importance of aligning as a team to drive innovation, noting that “it's hard to stop a team when they have alignment”. JSD adds that actively listening is another key to innovation—there’s no point formulating a response to something someone hasn’t said yet!

[27:49] In terms of the future of data integration. JSD believes that the next major focus will be on obtaining high-fidelity permission for data usage beyond simple consent, such as targeted advertising, analytics, and measurement. Retailers will need to ensure that they are using data in the right place at the right time and flowing permissions throughout the entire ecosystem. What’s more, JSD suggests that this is a “battleground” that is imminent, rather than a future concern.

[32:29] JSD, Evan, and Dan discuss the evolving relationship between brands, agencies, and retail media networks. They acknowledge that brands are now spending money with multiple retail media networks and some are bringing their advertising efforts in-house. The key focus is to enable the customer's media vision, brand vision, and sales vision in whatever capacity they choose to execute. This requires flexibility in providing managed services or allowing brands to manage their own campaigns. The goal is to fill in the gaps and provide the necessary tools and insights for successful marketing.

You may notice some technical glitches with one of our wonderful co-hosting duo's video, but don't worry! You can still catch the full interview (with almost all of Evan's video!) right here.

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In this episode of The Garage, hosts Dan Massimino and Evan Hovorka are joined by Sean Muller, the founder and CEO of iSpot. Join them as they discuss the rapid shift from linear TV to CTV and the rise of ad-supported models in CTV. They also explore the importance of standardization in the industry, integrating with partners, and all things AI. Sean has founded and served as a key executive in half a dozen ventures throughout his career, including Demand Media, MediaNet Digital, eNom and The Wedding Tracker, and brings a real wealth of experience to the show. If you enjoyed this episode, don't forget to subscribe and review on Apple Podcasts, Spotify, and Google Podcasts.

• Sean Muller LinkedIn
• iSpot Website

Episode Highlights:

[16:54] Sean discusses the emerging trends in the video and streaming space, noting the rapid shift from linear TV to CTV and the rise of ad-supported models in CTV (as opposed to a subscription-based model). He also talks about the nontraditional TV networks in CTV, such as YouTube (50% of which is viewed on a TV screen) and Amazon (which has a TV network and owns Thursday Night Football)o. Sean then highlights the industry trend towards retail media networks. 

[23:29] Sean emphasizes the need for standardization in measuring video advertising across platforms, from “traditional linear TV”, to on-demand streaming services, to social media sites such as TikTok. He notes that historically TV ads were measured by overall viewership, rather than the actual reach (ie impressions). Sean’s company, iSpot, has focused on creating a standardized metric for video impressions, meaning that each ad, regardless of platform, is measured equally. While the industry is moving towards this approach, Sean suggests that not every publisher or advertiser has agreed on a standard.

[32:35] Sean discusses how iSpot handles integrating data from "walled gardens" (platforms with restricted data access) by using a sophisticated approach based on household and individual identity mapping. He explains that Ispot integrates with partners by starting with their ID spine, mapping out households and individuals across the United States. This approach allows for seamless integration with partners and simplifies the process for advertisers and vendors; it also allows advertisers to understand how their ads perform across different platforms, ensuring accurate deduplication and comparison.

[34:48] Sean distinguishes between traditional AI (advanced machine learning) and generative AI, which involves generating different versions of ads or ad components, saying that there is a significant amount of “machine-learning AI that could be done to optimize the media”. He also mentions their investment in AI infrastructure and how they use their rich history of TV ads to generate ideas and speed up the creative process by creating storyboards or scripts. Sean emphasizes that AI won’t necessarily be used to create an entire ad, but could speed up some of the more time-consuming or expensive aspects involved in their creation.

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In this week’s episode, we take another step towards “RMN nirvana” by welcoming Carrie Sweeney, vp of retail at Pinterest to discuss the evolution of retail media networks, the challenges of standardization, and the maturity curve in the industry. 

During the conversation, Sweeney shares her insights on the growth and diversity of retail media networks, emphasizing the importance of strategy in navigating the landscape and reflects on the changes over the past few years and the increased focus on data and improvement. They also discuss the harmony between Pinterest's platform and the way shoppers search and plan ahead. 

• Introductions 00:00:01 – 00:02:59
• The current state of the industry and standardization 00:03:00 - 00:11:27
• The harmony between platform, retailers, and shoppers 00:11:27 - 00:17:18
• How Pinterest is solving problems for retailers 00:17:18 - 00:26:56
• What advantages do you see of the in-store integration for digital channel presence 00:26:56 - 00:32:56
• What are the perceived opportunities and barriers to providing platforms where external partners can manage their own programing? 00:32:56 - 00:41:41
• How's Pinterest interacting with AI? 00:41:41 - 00:49:28
• If you could change one thing about the industry, what would it be? 00:49:28 - 00:50:14
• What are the next industry buzzwords? 00:50:14 - 00:52:01
• Closing 00:52:01 - 00:54:10

Want to know more about retail media? Learn how to make your ad spend work smarter with incremental ROAS. 

Follow Albertsons Media Collective on LinkedIn to stay in the loop: www.linkedin.com/company/albertsons-media-collective  

The views, information and opinions expressed on The Garage podcast are solely those of the individuals involved and do not necessarily represent those of Albertsons or its employees. The content of this podcast is provided for informational purposes only and does not constitute or contain any legal or financial advice, nor does it constitute information provided under any sort of fiduciary relationship. Albertsons is not responsible for the accuracy or completeness of any of the information, statements or opinions provided during this podcast and it makes no guarantee regarding the outcomes or results you will achieve by using information you received by listening to the podcast. Any product or company

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On this week’s episode, Claire Wyatt, vp of business strategy & marketing science for Albertsons Media Collective is welcomed into The Garage to discuss the importance of measuring everything, especially in the context of retail media networks. 

During the conversation, they explore the challenges of conveying complex data science concepts and the importance of tying metrics to customer value. Wyatt also touches on the evolving landscape of measurement metrics, moving beyond traditional ROAS to consider broader metrics such as new-to-brand attributed sales and lifetime value. 

• Introductions 00:00:01 – 00:02:27 
• Claire’s background in data and analytics 00:02:27 – 00:06:12 
• Closing the loop 00:06:12 – 00:11:21 
• How can RMNs help retailers with their categories 00:11:21 – 00:18:17 
• How are brands adapting to the new privacy standards that make identity more difficult to capture? 00:18:17 – 00:24:15 
• How should the retail media industry feel and what should they do to protect client data? 00:24:15 – 00:33:15 
• Does AI worry you? 00:33:15 – 00:38:58 
• What's the best way to measure in store media? 00:38:58 – 00:41:08 
• If you could change one thing about the industry, what would it be? 00:44:47 – 00:47:37 
• What are the next industry buzzwords? 00:47:37 – 00:50:05 
• Closing 00:50:05 – 00:51:08 

Want to know more about retail media? Here are four tips to help with retail media network planning and buying decisions based on media standards. 

Follow Albertsons Media Collective on LinkedIn to stay in the loop: www.linkedin.com/company/albertsons-media-collective  

The views, information and opinions expressed on The Garage podcast are solely those of the individuals involved and do not necessarily represent those of Albertsons or its employees. The content of this podcast is provided for informational purposes only and does not constitute or contain any legal or financial advice, nor does it constitute information provided under any sort of fiduciary relationship. Albertsons is not responsible for the accuracy or completeness of any of the information, statements or opinions provided during this podcast and it makes no guarantee regarding the outcomes or results you will achieve by using information you received by listening to the podcast. Any product or company names, brands, logos or other trademarks featured or referred to in the podcast are the property of their respective trademark holders. 

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In this week’s episode, we are traveling to Mars! More specifically, we are sitting down with the Mars Agency’s Courtney Crossley, vp of commerce media and Andy Howard, commerce media director to discuss knowing the roles and strengths of retailers, with the Mars Agency experts sharing their insights.

During the conversation, they discuss where should retailers and agencies start when combining forces, how retailers can identify their top three capabilities and differentiators, and the need for retailers to benchmark their performance against industry standards.

·      Introductions 00:00:01 – 00:06:19

·      How can retailers find their top three capabilities? 00:06:20 – 00:12:04

·      How do we decide when to build and when to outsource? 00:12:04 – 00:16:07

·      The Mars Retail Media Scorecard 00:16:07 - 00:21:42

·      How do you keep impartiality out of the Mars Retail Media Scorecard rankings? 00:21:42 – 00:25:12

·      Do we feel retail media needs to move into merch media nirvana for CPGs – 00:25:12 - 00:31:41

·      Are you seeing retailers being honest with themselves? 00:31:41 – 00:34:00

·      If you could change one thing about the industry, what would it be? 00:34:01 –00:35:59

·      What are the next industry buzzwords? 00:35:59 – 00:38:34

·      Closing 00:38:34 – 00:39:02

Want to know more about retail media? Learn why retail media needs standardization and transparency right now.

Follow Albertsons Media Collective on LinkedIn to stay in the loop: www.linkedin.com/company/albertsons-media-collective

The views, information and opinions expressed on The Garage podcast are solely those of the individuals involved and do not necessarily represent those of Albertsons or its employees. The content of this podcast is provided for informational purposes only and does not constitute or contain any legal or financial advice, nor does it constitute information provided under any sort of fiduciary relationship. Albertsons is not responsible for the accuracy or completeness of any of the information, statements or opinions provided during this podcast and it makes no guarantee regarding the outcomes or results you will achieve by using information you received by listening to the podcast. Any product or company names, brands, logos or other trademarks featured or referred to in the podcast are the property of their respective trademark holders.

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In episode two of The Garage: Tools for Retail Media Innovation, our hosts sit down with Anne Martin, director of shopper marketing and Steve McGowan, RVP, omni-shopper activation and strategic partnerships at Mondelēz International at Mondelēz International to discuss the evolution of retail media networks and the assets that retailers need as they launch their networks.

During the conversation, the group emphasized the importance of personalization and leveraging data and insights. They also talk about adapting legacy tactics and channels to meet changing shopper behaviors and how to align the objectives of the retailer, merchandise, and marketing teams to improve overall strategy and reach shoppers.

• Introductions 00:00:01 – 00:02:00
• What are the assets must haves 00:02:00 – 00:06:45
• What channels are retailers missing out on? 00:06:45 – 00:12:21
• When's an appropriate time to ditch legacy channels? 00:12:21 – 00:24:18
• Third parties or directly with the retailer? 00:024:18 – 00:26:15
• How do we break the ice and get to true collaboration, honesty and transparency? 00:26:15 – 00:34:92
• One thing that all retail media networks need to be successful 00:34:92 – 00:39:01
• Have you created any new assets to support RMNs? 00:39:01 – 00:43:30
• If you could change one thing about the industry, what would it be? 00:43:30 – 00:48:25
• What are the next industry buzzwords? 00:48:25 – 00:49:31
• Closing 00:49:31 – 00:51:15

Want to know more about retail media? Learn why digital media and merchandise need to work together seamlessly for retail media activations.

Follow Albertsons Media Collective on LinkedIn to stay in the loop: www.linkedin.com/company/albertsons-media-collective

The views, information and opinions expressed on The Garage podcast are solely those of the individuals involved and do not necessarily represent those of Albertsons or its employees. The content of this podcast is provided for informational purposes only and does not constitute or contain any legal or financial advice, nor does it constitute information provided under any sort of fiduciary relationship. Albertsons is not responsible for the accuracy or completeness of any of the information, statements or opinions provided during this podcast and it makes no guarantee regarding the outcomes or results you will achieve by using information you received by listening to the podcast. Any product or company names, brands, logos or other trademarks featured or referred to in the podcast are the property of their respective trademark holders.

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In the inaugural episode, Ben Sylvan, vp of data partnerships at The Trade Desk joins The Garage to discuss how diversity is a key ingredient for inspiration and innovation and the need for complementary skill sets to drive creativity and problem-solving.

• Introductions 00:00:01 – 00:05:04
• What is The Garage? 00:05:04 – 00:07:40
• “Ah ha" moments that lead to bright spot creation? 00:07:50 – 00:17:10
• Creating space for innovative culture and mindsets 00:17:10 - 00:29:46
• Jumpstarting change within your organization 00:29:46 – 00:39:13
• If you could change one thing about the industry, what would it be? 00:39:13 – 00:42:54
• What are the next industry buzzwords? 00:42:54 – 00:48:47
• Closing 00:48:47 – 00:50:21

Want to know more about retail media? Learn why ROAS alone is the wrong metric for gauging retail media performance.

Follow Albertsons Media Collective on LinkedIn to stay in the loop: www.linkedin.com/company/albertsons-media-collective

The views, information and opinions expressed on The Garage podcast are solely those of the individuals involved and do not necessarily represent those of Albertsons or its employees. The content of this podcast is provided for informational purposes only and does not constitute or contain any legal or financial advice, nor does it constitute information provided under any sort of fiduciary relationship. Albertsons is not responsible for the accuracy or completeness of any of the information, statements or opinions provided during this podcast and it makes no guarantee regarding the outcomes or results you will achieve by using information you received by listening to the podcast. Any product or company names, brands, logos or other trademarks featured or referred to in the podcast are the property of their respective trademark holders.

Hosted on Acast. See acast.com/privacy for more information.

Adweek is pleased to announce our newest podcast “The Garage: Tools for Retail Media Innovation” Hosted by Evan Hovorka, VP of Product & Innovation, and Dan Massimino, Director of Marketing, from Albertsons Media Collective. The Garage dives into the why, the how, and the who cares of retail media innovation. 

Retail Media is expected to grow exponentially in the coming years. The best version of the industry’s future requires purposefully open partnerships with merchants, clients, agencies, and vendors. 

Inspired by Hovorka's home garage where many adtech innovations were born, the podcast will explore what lies ahead for this exciting industry, and true to The Garage's mindset of building better together, they weave a common thread of collaborative innovation through conversations. 

The duo has been building retail media and retail solutions throughout a combined two decades. Their 20 years of retail and media experience and a host of industry experts will unlock a unique view into the best version of what retail media networks could be.

Learn more about Albertsons Media Collective by visiting https://www.albertsonscompanies.com/amc/

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In this special episode of The Business of Marketing, Adweek senior producer Al Mannarino sits down with Founder and CEO Olly Lewis and Managing Director Charles Ifegwu of The Fifth, an award-winning creative agency putting influential talent at the heart of brand clients' advertising. During the conversation, they discuss the Fifth Estate, how it manifests in and impacts current society, and where do brands fit in.

They also talk about if brands should adapt their approach with the social landscape being so fragmented and the secret in being in sync with your audiences while staying true to a brand message.

Learn more about The Fifth by visiting thefifthagency.com.

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In this special episode of The Business of Marketing, Adweek senior producer Al Mannarino sits down with Jason Galloway, Principal and Marketing Consulting Lead at KPMG US LLP, and Mirko Holzer, CEO at Uptempo to talk about why the time is right for a new operating model: marketing business acceleration. They discuss the biggest challenges CMOs face trying to run the business of marketing while dealing with a potential economic downturn, what it means to be an agile marketing organization, how marketing leaders can maximize their spend while showcasing value to the C-Suite.

Learn more about KPMG US Marketing Consulting, Uptempo, and their latest insights at https://links.uptempo.io/kpmg

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