Navigating the Expanding Retail Media Landscape
Speaker: Reid Greenberg, EVP, Global Digital & E-commerce Practice, Kantar
The events that disrupted our industry in 2020 have made it even more important for brand marketers to understand the increasingly critical role that Retail Media Networks play in both the traditional retailer-manufacturer collaboration model and the overall ecosystem of e-commerce and digital media. The unexpected shift to online shopping experienced last year is driving retailers to dedicate more resources to building up their capabilities — and convincing brand partners to shift the marketing spend accordingly. So, how can brands effectively navigate the complex, dynamic and increasingly crowded landscape for retail media? Reid Greenberg, EVP for Kantar's Global Digital & E-commerce Practice, will kick off the Forum by outlining the current landscape and examining how leading brands are evaluating, integrating and connecting retail media into their overall marketing plans to drive maximum impact.
Retail Media 2.0: Connection is Key
Speaker: Sherry Smith, Managing Director, Retail Media, Americas, Criteo
The future of commerce is digital. The power of the digital shelf has been tested, and players across the Retail Media ecosystem understand that if they are going to succeed, they need to work together. Retailers are leading the charge when it comes to this innovate new medium. How do retailers plan to leverage their unique first party data? How do omni-channel retailers plan to leverage their offline footprint? How are they adapting to reflect the changing desires of brand advertiser?
Sherry Smith, Criteo’s Managing Director of Retail Media for the Americas along with a prominent retail partner will take the virtual stage to discuss the next era in Retail Media and how building connections across brands and partners is a plan for the future.
Piecing Together the Connected Commerce Puzzle: How Retail Media Fits into the Macro Shopper Marketing Strategy
Moderator: Ethan Goodman, SVP of Commerce Media, The Mars Agency
Marie Catanzaro, SVP of Commerce Media, Mars Petcare
Stephen Chriss, Customer Vice President, Shopper & Omni Channel Marketing, Campbell Soup Company
Lisa Matos, Vice President, Sales Capabilities and Commerce, Conagra Brands
To date, most of the industry discussion about retail media has focused on who has the best targeting and closed-loop measurement capabilities or the most innovative audience extension partnerships. But as the major retail media networks continue to gain scale and command more dollars from brands, another important set of questions is starting to emerge surrounding what role retail media should play in the broader omni-channel shopper marketing mix: How does it perform relative to the other digital and in-store tools in my toolbox? How much budget should be allocated and how should it be funded? What are the risks if investment levels don't meet the retailer's initial JBP ask?
During this session, Ethan Goodman, SVP of Commerce Media at the Mars Agency, will facilitate a panel discussion to unpack these important topics and discuss how top brands and retailers are approaching them.
Shopping Behavior on Retailer Websites
Speaker: Peter Breen, Editor-in-Chief, Path to Purchase Institute
Ultimately, the success of any retail media network will be determined by how successfully it attracts shoppers and drives purchase. To that end, leading retailers continue to build and refine the various shopper-facing tools they have in their arsenals as a way of strengthening engagement with existing and potential shoppers. But which of these tools are really resonating with the target audience? Using its proprietary research capabilities, the Path to Purchase Institute surveyed 1,000 consumers to understand how they’re currently interacting with retailer websites and corresponding off-site media opportunities to determine the impact these tools are having on shopping behavior and purchase decisions.