2:50pm
Brands and agencies have long used paid media to create touch points with consumers in their purchase journeys. Paid media is a marketing pillar. Retailers have been on a parallel path building websites and apps to help attract, serve, and sell to consumers. Consumers went to these retailer sites to search, learn, and shop either online or for in-store pickups. Retail media even extend to in-store beacons to influence in-aisle purchase decisions. Now Retail Media is a second pillar with Paid Media for brands and achieve to plan, activate, and optimize campaigns leveraging first-party data on their own media. Further, deals between Retail Media and Paid Media are coming to fruition to leverage retailer first-party data to define, target, and activate lookalike segments in Paid Media to pull more consumers into the purchase funnel. Sizing, trending, and discussing strategies and outlooks in the fast-evolving Retail Media space are the topics for this panel. Panelists include:
Kate Scott-Dawkins, Global President of Business Intelligence, GroupM
Mallory Armstrong, Head of Global TV Data Strategy, Yahoo
Mark Rose, Senior Director of Strategy and Marketing Development, TransUnion
Paul Verna, Principal Analyst and Head of Digital Advertising and Media, Insider Intelligence
Rick Ducey, Managing Director, BIA Advisory Services (Moderator)
