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Retail Media Grew Being Data Centric
Since its very beginnings, retail media grew with a data-centric approach: whether with the emergence of new in-store advertising media in the 90s, or more recently with the creation of “on-site” advertising spaces made possible by browsing data.
The final link between retail media and data is the exploitation of “consumer” or shopper data as an extension of the off-site audience.
At Médiaperformances, we want to reaffirm that shoppers are at the heart of our activation plans, so we refer to “shopper media” instead of “retail media”.
The key to creating these shopper activation plans or “shopper journeys” is the number of touchpoints.
TV as Part of the Shopper Journey
According to the Shopper Ads Observatory*, consumers are influenced by an average of 3.6 touchpoints for a FMCG (Fast Moving Consumer Goods) purchase, both during the premeditation stage and during the purchase stage.
These two stages are complementary: almost 30% of shoppers have no particular opinion in the premeditation stage, and 12% of those who have formed an opinion change their mind at the moment of purchase (whether in-store or online).
Meanwhile, television has always been an integral part of the buying journey, with an influence at the discovery stage (or purchase consideration stage), i.e. at the top of the funnel.
58% of shoppers decide at home which product to buy, and 12% of influence comes from TV, on a par with leaflets (which are destined to disappear) and still ahead of digital advertising (9%), so we can confirm that TV remains a real medium of influence.
The TV Revolution: Data-Centric TV!
Traditional TV has undergone a veritable revolution over the past two years in terms of broadcasting, consumption and advertising.
Live, linear television is no longer the only way to watch TV on the screens in our living rooms.
Now there are streaming channels, VOD and platforms, with or without advertising and with or without subscriptions.
This proliferation offers new advertising opportunities that complement those provided by the launch of segmented TV (addressable, customisable commercials).
TV Advertising Becomes Shopper Media
At Médiaperformances, we can develop two types of TV advertising campaigns using different types of data.
We can use geolocation data to run TV campaigns targeting shoppers as close as possible to strategic stores, amplifying an in-store campaign for our advertisers.
And, by using shopper data, we can serve ads to strategic shoppers based on their purchases and measure the impact of these ads on sales.
Coordinating these campaigns is also crucial to maximising their effectiveness.
We know that this type of campaign, correlated with in-store activation, boosts sales and makes it the winning combo for advertisers.
This approach to digital TV is therefore fully in line with the drivers for retail media.
It is a targeted medium, 100% useful, with no wastage and measurable direct business impact.
It is an ROI-centric media.
TV has a long future ahead of it!
*source Shopper Ads 2022 Observatory, study conducted by IPSOS and Médiaperformances.
By Claire Koralewski – Managing Director, Médiaperformances