The document discusses the growing intersection of influencer marketing and retail media, highlighting its impact on consumer purchasing decisions. It emphasizes the importance of leveraging influencers for driving traffic and conversions on retail platforms, particularly as retail marketing budgets increase for influencer collaborations. Key insights include the evolution of shopping behaviors and the need for strategic measurement in influencer campaigns.

1. The New Power
Couple
Retail Media & Influencer Drive
Conversions
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2. Today’s Logistics
Katherine Bishop
Marketing Coordinator
Recording & slides will be in your inbox
shortly after the session
Download relevant resources
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Log back anytime with same link
Join our poll questions - including if you want to talk to
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3. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+
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4. Some of
Our Clients
Our
Recognition
For Commerce Leaders of Today and The Future
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5. Our Speakers
ELIZABETH MARSTEN
Group Director,
Marketplaces
CRYSTAL DUNCAN
Senior Vice President,
Influencer Marketing
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6. What Thanksgiving side dish
would you cut from the menu?
● Yams/Sweet Potatoes
● Mashed Potatoes
● Green Bean Casserole
● Brussel Sprouts
● Other - let us know in the chat!
POLL
6

7. Has an influencer ever actually
caused you to buy or not buy
something?
● All the time
● It’s happened before
● I’ve never been influenced
POLL
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8. Why Should We Care?
Influencer + Retail Media
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9. The Why
Grin + Statista
We are continuing to see the
Influencer Marketing budgets grow -
both US and Globally.
We are also seeing massive success
with Influencers endorsing their
favorite products, regardless of where
they are sold, and consumers going to
purchase!
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10. Case Study: “The Stanley Cup”
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11. Finding The Sweet Spot
INFLUENCER
MARKETING
Leverage Influential to
encourage actions.
● Web Celebs
● Content Creators
● Social Media Stars
● Micro-Influencers
RETAIL
MEDIA
Activate customers to
purchase on retail websites.
● Amazon
● Walmart
● Instacart
● Target
● And more!
CROSSOVER
Utilize voices and the
content they create to
impact purchases.
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12. The Landscape
Influencer + Retail Media
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13. How Do You Reach Outside the General Retailer Demo?
● eCommerce is generally 10% at the high end for
most brick and mortar retailers
● The most often used persona for a retailer
shopper is “Mom”
● How Gen Alpha will shop and their expectations
for experience will be vastly different from even
Gen X
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14. Level Up with Shopper Behaviors
I want it
I need it I like it What is that?
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15. Retailers Want to be Cool Too
#targetstyle #targetfinds
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16. Brick & Mortar US Retail Media Networks
Channel
Avg/Monthly
Uniques# Online
In Store/ Avg
Monthly
Visits
Loyalty
Program
SSP (SS) DSP (SS)
Influencer
Program
Same Day
Delivery
Stores Store in Store
Walmart 110m 960m Walmart+* private/API
The Trade
Desk
Creator Plus 4,742 -
Target 100m 56m Circle App Criteo Agnostic LTK/ Affiliate Shipt 1,931 Ulta, CVS
Kroger 30m 252m
Club card
Boost*
PromoteIQ Agnostic
Kroger
Instagram
Boost
Instacart
2,700
Bed, Bath &
Beyond
(online)
Albertsons 4.7m 120m
Albertsons for U
Fress Pass*
CitrusAd
The Trade
Desk
Influencer/
Affiliate
Fresh Pass 2,253 -
Best Buy 104m -
My Best Buy
Total Tech*
Criteo No
Influencer/
Affiliate
Instacart 1,036 -
Home Depot 183m 132m Pro Xtra PromoteIQ No Affiliate
Walmart
GoLocal*
2,300 -
Macy’s 180m 14.8m Star Rewards Criteo No Style Crew No 867 Toys R Us
Ulta 39m -
Ultimate
Rewards
Criteo No
Affiliate/
SuperGreat
DoorDash 2,690 Target
CVS 107m 135m
ExtraCare
Care Pass*
Criteo No Affiliate Instacart 9,809 Target
Walgreens 36m 168m myWalgreens Criteo
The Trade
Desk
Open AP
Affiliate Shipt Instacart 9,021 -
*fee based
SS = self service
Sources: direct from retailer, Statista, Numerator, SimilarWeb and retailer earnings call statements
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17. Yes, They’re Hiring
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18. Influencers Are Everywhere
Direct Agencies Platforms Retail Affiliate
● Directly with
Influencers
● Direct with
Influencer
agents
● Influencer
agencies
● PR firms
● Media
Agencies
● TikTok
Creator
Marketplace
● Instagram
Marketplace
● YouTube
Brand
Connect
● Amazon
Creators
● Walmart
Creators
● LTK
● Rakuten
● CJ
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19. What Influencers Can Do For Retail
Drive Traffic to Retail
Leverage Influencers to drive traffic
(and ultimately sales) to retail sites
or product pages within retail.
Influencers can showcase product
benefits or use cases in their content
which could aid in the desire to
purchase!
Content Support
Licensing Influencer content to
repurpose through retail syndication
(brand stores, product pages, retail
ads).
Influencer content to supplement
branded content in these
environments to maximize budgets.
Live Streaming
Leverage these influential voices to
create live content in a Shoppable
environment.
This content could highlight specific
brands/products and encourage
real-time purchases.
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20. Screenshot
Screenshot
Screenshot
Drive To Retail Pages
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Creator content should always
have a strong CTA and the ability
for end customer to take action.
Why not have them drive to retail
sites if they are inspired to do
more research or even purchase?
Drive to eComm is no different
than driving to a DTC page or other
owned pages.

21. Conversion Content At
Scale
WHY THIS IS BENEFICIAL
● Content is hard, costly and time consuming to
create, so why not repurpose Influencer content
in Retail experiences for efficiencies.
● Content could be used in either owned pages or
through paid media.
● Influencer content is relatable and gives the end
consumer a feeling of trust and authenticity
which could aid in conversions.
THINGS TO REMEMBER
● Creative direction to be provided in Influencer
brief to ensure we get proper dimensions, type of
content, etc.
● Usage rights/lengths to be negotiated at
contracting (and normally come at an additional
cost).
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22. Screenshot
Screenshot
Influencer Live Stream Shopping
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TOP PLAYERS IN THE GAME
● Amazon, YouTube and Twitch are some of the top
players in the game.
● Facebook and Instagram have also built in Live
Streaming capabilities that we saw growth in during the
Pandemic. Twitter also have Live capabilities.
WHAT IT IS
● Livestreams allow Creators/Influencers to inspire,
educate, and entertain customers in a format that allows
real-time brand interaction.
● Brand-sponsored Influencer-lead Lives also allow
authentic storytelling, which leads to increased customer
confidence to consider new brands and make purchase
decisions.
● Livestreams can showcase products, use cases and
build FOMO.

23. How You Can Get Involved
Influencer + Retail Media
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24. Five Step Process for Influencer/Creator Success
Build the Strategy and
align on KPIs
- Align on target
- Messaging
- Usage +
distribution plan
- Define goals
Align on how to find
your Influencers
- Direct/
Self-Service
- Managed
Service
- Partner to
execute
Build Creative vision
and briefs to allow
co-creation with the
influencers; conduct
all content and
messaging reviews
Influencer content to
go live and execute
the amplification plan
- Paid Media
- Owned
Channels
Measure, measure,
measure
1 2 3 4 5
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25. Self-Service or Managed with a Retailer (Brand)
Self-Service
● Affiliate Route
● Retailer specific referral
Considerations:
● Where else will the collateral/assets be used?
● For something exclusive at the retailer or is it a
multi-retailer effort?
● New product, new retailer or legacy?
● Is your geographic distribution narrow or wide and
how does that match up to retail store availability?
● Do you have a transactable DTC site to drive to?
Managed
● Booked through the retailer media network, usually
part of a larger insertion order/campaign
Considerations:
● Part of a larger campaign or solo? Do you have
enough budget or flexibility to break apart?
● Will the spend count towards any retailer
commitments?
● Does the retailer have any exclusivity rights for the
SKUs/brand?
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26. Measurement and Success
Managed by a Retailer campaign should/would
have a fair amount of trackability or a modeled
“gap filler”
Some platforms are easier to track with than
others (and retailers will have different rules for
different partners)
Know what tagging or tracking capabilities are
available or with independent influencers (i.e.
last click or otherwise) or platform limitations
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27. Managed Service Display: The Process
Access Initial Planning Asset Delivery
Gain
Approvals
Go-Live
Solidify Strategy
Gain
approval and
dashboard
access
Begins
gathering
assets and
populating
media briefs
Provide
creative
assets &
media brief to
retailer for
draft media
plan
Retailer
provides
media plan -
review, sign
IO
Approve
the creative
Retailer
implements
and
launches
Receive wrap
report from
retailer 4-6
weeks after
flight
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Post-Flight
Weeks 1-2 Weeks 2-4 Weeks 4-8 Weeks 6-14

28. Future predictions
Influencer + Retail Media
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29. This is Not a Trend
We are seeing more and more retailers
leaning into Influencers and in an
aggressive way.
For example, we have recently see
Walmart coming out with their own
Creator capabilities and there have
continued to be advancements
coming from Amazon’s Creator
networks.
This just shows that retailers are
putting an emphasis on what Creators
can do for retail.
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30. Affiliates are Influencers; Influencers are Affiliates
The line between Influencer Marketing
and Affiliate Marketing will continue to
blur and overlap.
We are seeing Affiliates looked at as
Influencers and vice versa, and
starting to see budgets for each
condensing together.
The two worlds are collapsing,
especially with the rise of Affiliate
Influencer groups like LTK (formerly
RewardStyle) and pivots from
traditional affiliate networks like CJ,
Rakuten and ShareASale.
INFLUENCER
Leverage Influential to
encourage actions through
authentic and trustworthy
content.
● Content Creators
● Web Celebs/Celebs
● Social Media Stars
● Micro-Influencers
AFFILIATE
Brands/retailers pays
commission to partners for
traffic or sales generated from
referrals.
● Publishers/
Publications
● Influencers
● Blogs
COMBINATION
Folks on Social Media
with a loyal following that
work with brands to drive
conversions.
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31. “Search” is Being Redefined…
or Is That More Platforms Understand Intent Now?
and…Retailers and Influencers are prepared to provide good, transactional answers.
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32. You’ll Need to Build a Tech Stack
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33. Key Takeaways 1. Influencer Marketing is going to continue to
grow in 2023 and beyond, and retailers are
taking notice.
2. The Influencer Marketing landscape is crowded
and it’s often times hard to know where to
start.
3. Influencers can do many things for a brand
including driving traffic, conversions and
content creation.
4. Measurement continues to be the achilles heel
for more marketers.
5. But…it’s easier to opt in today more than ever -
and doesn’t require as much effort as you think
to try.
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34. Would you buy from a specific retailer due
to an influencer saying you should?
● Definitely yes!
● Maybe
● Definitely no.
POLL
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35. Schedule Your
Consultation
with a Retail Media
and Influencer
Expert
35

36. Q&A
Elizabeth Marsten
Group Director,
Marketplaces
Crystal Duncan
Senior Vice President,
Partnership Marketing
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37. 37
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38. Thank you!
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