Without question, Retail Media has changed the digital media ecosystem. Its unprecedented growth has resulted in an entire industry re-thinking their media investment strategies. Even though Paid Search and Retail Media serve different objectives and are generally funded from different budgets; given the growth in Retail Media spend, we still hear that funding is being shifted from Paid Search to Retail Media--as if it's an either or game. This panel of experts will discuss how to navigate the coexistence between Paid Search and Retail Media from competitive to complementary, in a way that benefits all key stakeholders.

Key Takeaways:

• Current dynamics between Search/Retail Media
• Best practices for managing investment strategies
• The importance of 1P data.
• How should brands prepare now for the future
• How solution providers (like Google) can help

In this session, Criteo's Michael Greene, VP of Global Product Solutions, and Bobby Figueroa, General Manager of Commerce Insights, discuss how brands can successfully tackle the challenges arising from online marketplace fragmentation, and measure success to know they’re winning.

Hy-Vee's reputation for excellent service and innovation just scratches the surface of why this employee-owned retailer retains enormous popularity and fierce loyalty across its Midwest presence, regularly earning honors amongst the nation’s favorite supermarkets. Join Joe Hammond, Hy-Vee's Group Vice President of Brand Strategy and Insights and Quotient’s Chief Technology Officer Matt Krepsik for an insightful discussion on the retailer’s current and future endeavors across both Retail Media and Omnichannel Marketing.

Learn:

• How Hy-Vee's unconventional approach to retail enables them to successfully and nimbly test and learn new programs, lean on technology to innovate and drive sales while their keeping consumers happy and loyal
• What role measurement plays in planning and how it serves as the key to unlocking powerful Retail Media data and insights
• How Hy-Vee is bridging the physical into the digital – the new tools they’re using now to harness true omnichannel

The Mondelez Shopper Marketing Group is laser-focused on elevating digital marketing investment, execution and performance and strives to be at the forefront of digital innovation. As shopping behaviors evolve, Mondelez is embracing shoppers in new ways, reaching them close to the POP and focused on measurement. This session will focus on the convergence of National and Shopper investments and how Mondelez has adopted a “test and learn” mindset. Embracing this mindset and working with the right partners, Mondelez has led the industry on several digital-first initiatives. We will highlight successes and lessons learned from recent Performance Marketing campaigns and pilots.

Learner Outcomes:

• Being open to testing, learning, moving fast (and moving on) is more important than ever. Those hesitant to try new performance-based capabilities – like Digital Out-of-Home or Promotion Amplification – often miss out on new opportunities that can not only leave your brand behind the industry, but also can greatly elevate your marketing programs and overall ROI.
• Choosing the right partners with the depth of infrastructure and expertise to deliver on your KPI’s is so important, and why these aren’t relationships that are built overnight.
• Innovation in media and measurement are paving new exciting frontiers. The ability to bridge the physical and digital worlds across the path to purchase is here and measuring impact is powerful and instrumental to future success

Learn how Undertone's brand-new performance retail division is helping retailers like Stop & Shop take advantage of digital best practices to deliver dynamic, real-time, and personalized offer content at scale.

We’ll Cover:

• The challenge retail marketers face as print decline limits the distribution of weekly ad content
• How retailers are embracing print-to-digital transformation strategies to meet consumers where they are most engaged
• Why the shift to cross-channel digital activation allows retailers to revolutionize promotional content through personalization of real-time offers and messaging
• The performance and insights available to retailers and the future of the digital circular

Modern brands continue to shift investment to influencer marketing as a way to build awareness, consideration and drive purchase behavior. In fact, eMarketer expects that influencer marketing investment will reach $5 billion annually in the U.S. by 2023. While tapping influencers’ authenticity is a powerful standalone tactic, the rise of social commerce and content marketing needs generated by a shift to omnichannel shopping is driving brands to adopt a new approach to influencer marketing. Learn from IZEA, a pioneer in the creator economy, how brands are leveraging creative assets as a “advertising annuity” - with impact extending far beyond in-feed social posts. Specifically, you will see how marketers are maximizing their investment when content lives on influencer, owned, and retail channels simultaneously.

We'll cover:

• Approaching influencer marketing investment as a multi-functional strategy that is rooted in compelling content to support marketing activities at every stage of the omnichannel buying funnel
• Understanding the creator marketing economy and ways that marketers can tap the production capabilities that influencers have perfected through years of content creation
• Considering content formats that enhance a shopper’s buying experience, via social media, eCommerce, programmatic, OOH and more

To compensate for fewer in-store interactions while still gaining deep consumer insights, brands are amplifying digital investments through retail media networks. These networks have proven to be the golden ticket for retailers seeking better customer experiences, high-growth revenue streams, and a path for brands to access their first-party audiences. This session will highlight how brands can revolutionize how they collaborate with customer data in a privacy-first world and expand their spheres of influence—creating a neutral network where everybody wins.

What is covered:

• Despite the increase in online spending, consumers aren’t abandoning brick-and-mortars completely. They are expecting more from their in-store experiences, as proven by this year’s back-to-school shopping results. Connecting online and offline data is crucial to gain a deeper understanding of your customers’ needs to better serve them across all touch points, including in-store, online and in-app.
• Rethink your marketing strategies and leverage optimal data collaboration solutions to ensure a competitive advantage. By collaborating with right data partners, brands can unlock a breadth of new use cases, revenue streams and customer experiences, while also transforming the way they work with partners, in a safe and secure environment.
• With increasing privacy regulations, first-party data collaboration and a secure data infrastructure is more crucial than ever. Privacy-enhancing technologies enable brands and retailers to enhance that safe data collaboration, build customer intelligence by making data accessible to partners, and maximize the value of data within carefully set controls.