How Target and J&J Prioritize Their Retail Media Tech Investments – Adweek

By Joe Doran, Chief Product Officer
Retailers and their brand partners have had some time to experiment with retail media networks—particularly following the digital boom precipitated by the Covid-19 pandemic.
Target, for instance, first launched its retail media group Roundel in 2016. And during last month’s Path to Purchase (P2P) Retail Media Summit, the brand, along with its retail media tech partner CitrusAd and brand partner Johnson & Johnson, was able to share more than five years’ worth of experience in a panel discussion.
Let’s dive into some insights from the panel session from Renee Doerre of Roundel (Target), Sean Cheyney of CitrusAd and Jordan Witmer of Johnson & Johnson on how brands can successfully navigate the complicated world of retail media technology.
Since the introduction of retail media networks, brand partners have been interested in self-service options—and Roundel took that to heart. In 2021, the retail media network partnered with ad-tech companies, such as CitrusAd, to provide that ability to its brand partners.
In the P2P panel session, Witmer shared why Roundel’s self-service option, facilitated by CitrusAd, matters so much to Johnson & Johnson.
“In a self-service model, you can eliminate some of back-and-forth,” Witmer said. “It used to be the sending of, ‘Hey, I noticed something,’ emails to the retail media partner, and then the partner would check to make sure they see the same thing. And then they would come back and say, ‘Yes, we think we should do it.’ And then three weeks later, they say they’ve made a change on something you told them about 20 days ago. A self-service capability really unlocks speed for us, and thus optimization.”
In an increasingly competitive retail landscape, speed is crucial, Witmer believes.
“Agility for advertisers is becoming the new upfront,” Witmer said. “We get more value out of being able to move faster than we get moving big slugs of money to get some discounts that become really, really structured. We’re able to extract more value the faster we can go.”
Every internet user has faced “horrendous stalker ad scenario,” as Cheyney put it during the panel.
“We’ve all experienced bad ad experiences as consumers. You go on one site one time and then you’re going to get targeted everywhere; you’re going to see 30 ads a day, perhaps. That’s a bad guest experience,” Cheyney said. “The in-store experience would never operate like that. If somebody walks into a Target store, you’re not going to show them something and then follow them around the store and show them that same product or hand them a coupon at every aisle. … It’s not about turning your website into a NASCAR jumpsuit. It’s about really using that space in a smart way.”
Agility for advertisers is becoming the new upfront.
Jordan Witmer, Johnson & Johnson
So, how does a marketer avoid a bad customer experience? Having channels talk to each other enables frequency control, Witmer said.
“All these walled gardens, some self-serve, then retailers like to keep the onsite inventory so themselves so nobody knows how much margin they’re making … it’s all valuable but we need to be able to play between the two,” Witmer said during the panel discussion. “We need a solution that allows us to look at apples to apples across the open web, social platforms, onsite, in-store. A unified user experience for us allows us to create a better customer experience so that we’re not creating the NASCAR jumpsuit that’s always J&J.”
With retail media, it’s absolutely crucial to know who your shopper is and provide them a unified experience across all touchpoints: onsite, offsite and in-store.
Pre-pandemic, black boxes used to be the norm. Now, black boxes are slowly starting to melt away, said Cheyney. Nowadays, transparency has become king.
“For myself, having spent the first half of my career on the brand side, a lack of transparency was a major frustration and a battle I was always fighting,” Cheyney said. “And so, to see now that transparency has become more of the norm, allowing brands to make the quick, data-driven decisions they want, that’s really exciting.”
Doerre discussed the importance of real-time, transparent measurement to ensure all parties—retailer, brand partner and, most importantly, customer—are having the best possible experience.
“How do we make sure that we don’t impede the experience—the ease and the use of the buying journey for the customer—while also helping Johnson & Johnson succeed?” Doerre asked. “It’s important to consider how the investment they have when they invest … is actually accretive to their business, as well.”
This is where transparent measurement comes into play: to ensure a customer is getting the best cross-channel experience, as well as showing brand partners that their retail media investment is well spent.
Storytelling Isn’t Child’s Play—It’s Your Best Tool to Connect, Engage and Persuade

A Delay in Cookie Deprecation Doesn’t Mean You Should Put Off Adopting an Identity Solution

5 Ways Consumer Shopping Behavior Has Transformed in the Past 2 Years

It’s Time to Spring Clean Your CDP, and Portable Identity Can Help

95% of People Are Back at Restaurants, But Their Expectations Have Transformed

How CTV Advertising Can Bypass Digital Media’s Awkward Teenage Years

Google’s Topics Won’t Save Marketers—Browser-Based Solutions Aren’t the Answer

Walgreens Advertising Group Looks to the Future of Retail Media

Focus on the Facts and Stop Guessing Who Your Future Customers Are

The Top Marketing Trends to Adopt and Drop in 2022

What Does the Ideal Retail Media Network Look Like?

PrettyLittleThing Doubled Down on Personalized Media; Its Revenue Jumped 38%

5 Ways AI Enhances the Customer Journey From Conversation to Conversion

What an Actual Zombie Has to Say About Better Digital Marketing

When It Comes to Inclusive Marketing, Great Data Requires Great Responsibility

4 CMOs Share First-Hand Advice on How to Get Organizational Buy-In

How FedEx Is Using Data to Go the Extra Mile on Loyalty

3 Lessons From Tourism Brands That Innovated in Turbulent Times

GM Financial, Inspire Brands and Marriott Share Their Current Obsession—The Customer

Kimberly-Clark Doubles Down on Consumer-Centric Experiences

3 Questions to Ask Yourself in the Sprint to Scale First-Party Data

Digital Marketing Bolstered Idahoan Foods’ Ability to Meet Demand Throughout the Pandemic

Apple’s Privacy Fortress Signals the End for Ad-Tech Patchwork Solutions

Mastering the Intimacy of the Inbox Has Paid Off for Marriott

We’re All Invited to the Sandbox If We Play by Google’s Rules

What Does the Next Wave of Retail Media Look Like?

How Are Marketers Actually Solving for Identity in a Cookieless World?

6 Ingredients to Create a Fully Baked Identity Strategy

How Unilever Improved Customer Identity Recognition Five-Fold in Six Weeks

2021 Is Email’s Time to Shine, Especially as an Outcomes-Based Channel

5 Ways Marketers Are Preparing for Third-Party Cookie Deprecation

Don’t Be Fooled: Most CDPs Are Not Enterprise-Ready

How to Build Loyalty in a Contactless World

Can Collaboration Fill the Void Left by Third-Party Cookies and IDFA?

The 4 Ingredients You Need to Move from Mass Communication to Mass Personalization

With Cookies Crumbled and IDFA DOA, It’s Time for a Better Identity Strategy

Adweek is the leading source of news and insight serving the brand marketing ecosystem.

source

Leave a Comment