Retail Media has emerged as a dynamic and indispensable channel for brands to connect with consumers in a whole new way – both online and instore. With Q4 coming up fast, navigating the complexity of how consumers shop and leveraging the right media to stay connected with them is more crucial than ever. This session is a can’t miss. We’ll delve into the dynamic landscape of consumer packaged goods (CPG) and its intersection with the rising influence of Generation Z. Leveraging fascinating insights from Roundel, Target’s media network, we’ll explore the mindset of Target shoppers, offering a glimpse into their behaviors during key seasonal moments and how you can activate right now to prepare.

1. 1
Wednesday, September 13, 2023
Session 1
10 am PT | 1 pm ET
How to Meet the Consumer Mindset in Q4
and Beyond with Roundel, Target’s Media
Network
Session 2
10:35 am PT | 1:35 pm ET
Crafting Success Through Audience
Insights and Data-Driven Strategies
Session 3
11:10 am PT | 2:10 pm ET
Revolutionizing Retail Strategy: Unified
Approach to Underpin Performance
Session 4
11:45 am PT | 2:45pm ET
Maximizing Q4 Impact: Retail Media
Synergy
Retail Media
Rundown
The Keys to Unlock Success
Across Retailers

2. 2
Retail Media Rundown: The Keys to
Unlock Success Across Retailers
Wednesday, September 13, 2023
Session 1
10 am PT | 1 pm ET
How to Meet the Consumer Mindset in Q4
and Beyond with Roundel, Target’s Media
Network
Session 2
10:35 am PT | 1:35 pm ET
Crafting Success Through Audience
Insights and Data-Driven Strategies
Session 3
11:10 am PT | 2:10 pm ET
Revolutionizing Retail Strategy: Unified
Approach to Underpin Performance
Session 4
11:45 am PT | 2:45pm ET
Maximizing Q4 Impact: Retail Media
Synergy

3. 3
Wednesday, September 13, 2023
Session 1
10 am PT | 1 pm ET
How to Meet the Consumer Mindset in Q4
and Beyond with Roundel, Target’s Media
Network
Session 2
10:35 am PT | 1:35 pm ET
Crafting Success Through Audience
Insights and Data-Driven Strategies
Session 3
11:10 am PT | 2:10 pm ET
Revolutionizing Retail Strategy: Unified
Approach to Underpin Performance
Session 4
11:45 am PT | 2:45pm ET
Maximizing Q4 Impact: Retail Media
Synergy
How to Meet
the Consumer
Mindset, Q4
and Beyond
with Roundel, Target’s
Media Network

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Katherine Bishop
Marketing Webinars Specialist

5. 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*
$4B
#1
1000+

6. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

7. Our Speakers
STEVE DWYER
Sr. Director of Partner
Solutions Group
NANCY MCLAUGHLIN
Vice President,
Commerce Media

8. Agenda
8
• Icebreaker poll
• Understanding the Target shopper mindset
• Roundel strategies to win Q4 and beyond
• Key takeaways and Q&A
What we’ll cover today:

9. Icebreaker Poll: Do you know how your Target
guests shop?
● No clue
● Some idea
● A strong understanding

10. 10
Tinuiti x Roundel Partnership
For years, Tinuiti and Roundel have partnered together to
provide a best-in-class advertising experience:
• Tinuiti is a Target Ads API Partner
• Tech partnership:
○ Tinuiti was an Alpha tester for Target’s Kiosk
○ Acutely aware of market changes and dynamics,
Tinuiti associates actively advise Target on
recommended product enhancements
• Co-branded marketing partnerships, such as case studies
and webinars
Tinuiti leverages a deep history of learnings to provide a
Target specific advertising approach. Our end-to-end tactical
and strategic ad support separates Tinuiti from the industry.
Strategic
Advertising
Solutions

11. 11
https://roundel.com/results/thehonestcompany/
The Honest Company collaborated with Roundel and Tinuiti to strategically utilize
Programmatic by Roundel™ and video inventory through The Trade Desk DSP.
The media encouraged guests to purchase beyond Target by linking shoppers
directly to Honest.com. This allowed The Honest Company to:
● Tie direct-to-consumer sales back to their media buys.
● See how this media still influenced in-store and online Target sales.
● Open the door to more in-flight optimizations based on audience behaviors.
Honest Co. & Tinuiti & Roundel
Near real time optimization drove 2x the return.
> 40%
Decrease in direct-to-consumer
CPA on Honest.com
> 190%
Sales increase online at Target vs.
previous campaign
> 140%
ROAS at Target vs. previous
campaign

12. Please note this deck is confidential and not for distribution
Designed for brands and the
Target guests who love them.
As Target’s media network, our deep understanding of the Target
guest gives us the ability to bring your brand to our community in
curated, collaborative and highly impactful ways.
165M+ 50M+ 150M+
Target Guest
Audience
Profiles
Weekly Unique
Target Digital
Visitors
Premium
Publishing
Partners

13. 13
13
Shopping behavior
evolves with the
seasons, and so should
your media strategy.
Using insights, craft media
that meets the consumer
mindset and connects with
them at the right moment.

14. 14
Guests stock up on the three
“Es” during the holidays
Q4/Winter
115%
YoY increase in ROAS on
Electronics category display
media running on Target.com
from Nov-Dec 2022
Across nearly every Roundel media channel for holiday 2022,
electronics and entertainment over-indexed on ROAS, including:
109%
YoY increase in ROAS for
Entertainment category media
running across Google search
from Nov-Dec 2022
Essentials-related terms took the 4 of the top 5 search term spots
on Target.com from Oct-Dec 2022:
Electronics & Entertainment Essentials
Milk Eggs
Paper Towels Toilet Paper

15. 15
15
Festivities & gift giving
continue past December
Q1/Spring
As early as February, category sales begin to climb
on average in the 2-3 weeks prior to key events,
such as:
• Ramp up beginning week of January 29
• Increases build up 1st
week of June
• Peak during the 3rd
week of June
Consider ramping up on media 2-3 weeks before a major
holiday or moment when guests start to check off their
shopping lists for events.

16. 16
Back-to-routine shopping begins as
soon as the school year ends
Schedule your promotions for when
shopping starts: June.
Q2/Summer
Brands can see success by
maintaining media buys through the
3rd
week of September, when Target
guests wrap up purchases.
On average, here’s when we see BTS
shopping occur…

17. 17
17
Be a search standout as
guests seek essentials for
the return to routine
Q2/Summer
Out of 370M+ combined Target.com searches between July-Sept
2022, Target guests searched for these categories and products:
Include search media such as sponsored product ads to
ensure you’re capturing shoppers as they seek for what they
need, when they need it.
60M+
Personal care
50M+
Snacks
50M+
Meal essentials
40M+
Storage/organization
80M+
School/office supplies
60M+
Household cleaning

18. 18
18
Back-to-routine also marks
back-to-Halloween
Q3/Fall
Consider including fulfillment messaging such as Order Pickup to
appeal to omnichannel shoppers. Running search media also
ensures your brand’s products stay top-of-mind.
~70%
of Target shoppers state they plan
to shop for Halloween at least one
month in advance
Top Target.com search & sales categories from Sept-Oct
Target guests start purchasing for Halloween goods as early as the
second week of August.
>50%
of Target shoppers state they
plan to shop both online and
in-store this Halloween
Halloween
decorations
Candy Halloween
costumes

19. 19
Ensure you’re capturing deal hunters who
could be starting holiday shopping early
Q3/Fall
Looking back at Target Deals Days from October 6–8, 2022, Target guests are anticipating
opportunities to save, and could even be working through their holiday shopping list, too.
>30%
of Target Deal Days shoppers in
Oct purchased items they had
been waiting on a significant
discount to buy
>70%
of Target Deal Days
shoppers reported
comparing deals
between websites
~70%
of shoppers used Target
Circle offers during Target
Deal Days in Oct 2022
>50%
of shoppers state they plan
to start their holiday
shopping before November

20. 20
Gen Z guests at Target are increasing in spend,
putting them above both Baby Boomers and The
Silent Generation in terms of spend.
They also have the second highest annual trips
per guest and transactions per guest, behind
Millennials.
Don’t forget about the
next growing segment of
shoppers: Gen Z
Gen Z: A Key Segment

21. 21
Eight years—and
worlds apart.
of Gen Z identify as
parents vs. 84% of
Millennials.
of Gen Z identify
as working.
of Gen Z identify as
students vs. just
13% of Millennials.

22. 22
1
Earth Day Marketing: How to Speak Up for the Planet”. Iterable, 2021
2
dentsu Consumer Navigator — Retail & eCommerce 2023
But what they value connects them.
54%
of Gen Z state being resilient to life’s
challenges is part of their definition of
success.
52%
of Gen Z respondents said having
strong relationships is part of their
definition of success.
Values
73%
of Gen Z will pay more for
sustainable products.1
74%
of those surveyed state quality of products as very or extremely
important when feeling inspired by a retailer.
73%
of Gen Z shoppers, among equally convenient options, prefer to buy from
brands and retailers whose shopping experiences inspire and delight.
Shopping preferences
61%
of Gen Z expect brands and retailers to offer shopping experiences
tied to previous interactions—both online and in-store.2

23. 23
They shop both in-store
and online, and the lines
are blurring.
74%
of Gen Z say a helpful sales staff
leads them to choose in-store
over online, along with ability to
tryout products (69%), and
saving money (49%)
68%
of Gen Z say contactless
shopping drives the bulk of
online shopping, followed by
discovery (64%), ease (63%),
and exclusive discounts (63%)
>90% >90%
of Gen Z Target guests use
the Target app or Target.com
while shopping in-store
of Target guests (not just Gen
Z) state they use Target.com /
Target app to take advantage
of Target Circle™ offers

24. 24
Heavy up media
both in Q4 and
other key moments
Set-up your
campaign flighting
with weekends in
mind
Lean into
personalized
messaging
Considerations to keep year long
Create a full-year strategy
Build an
omnichannel
presence

25. Roundel strategies
to win Q4 & beyond
● Foundational Roundel solutions: Target Product Ads (sponsored
product ads) and Programmatic by Roundel
● Multivendor campaigns to meet guests during key moments
● Tactics to leverage solutions holistically to stay connected across
the shopper journey

26. 26
26
Foundational solutions, on and
off Target digital properties
Target Product Ads
by Roundel™
Programmatic
by Roundel™

27. 27
27
Target Product Ads by Roundel
$00.00 $00.00
*
Criteo data verified Aug 2023 and compared to previous category page layout
15%
increase in Target Product Ads
category page CTR using
updated Target.com page layout*
5x
up to 5x ROAS
of overall Target shoppers
report that they use the
Target app or Target.com
while shopping in store
>75%
Defend the digital shelf with conversion focused,
always-on support via sponsored product ads.
6x
conversion rate when guests
search on Target.com
(compared to when they
don’t perform a search)
™

28. 28
28
Programmatic
by Roundel
A self-service option that puts you in control of your
digital media buys. Use the DSP of your choice to
access Programmatic by Roundel across premium
publishers with brand-positive inventory.
• No minimum investment to start, even for fully custom
audiences
• Run media across display, video, and app inventory at scale
within brand-safe, highly viewable placements across premium
publisher sites
• Audience validation via LiveRamp, reducing reliance on cookies
• New! Coming 9/19: Programmatic media reporting now
available in Roundel™ Kiosk
Premium, curated display
or video inventory.
Proprietary,
addressable audience
Audience +
inventory packages
Your DSP Your brand + agency
Example: publishers
Closed-loop
measurement reporting
™

29. 29
29
National + shopper.
Proven to work better
together.
Within one of Roundel’s cross-platform food and
beverage programs, we’ve seen stronger results
when national + shopper tactics are paired.
3%
Online sales lift
7%
Online sales lift
National + shopper
Total portfolio results
National only
Featured brand results
7%
In-store sales lift
$12
Influenced ROAS
10%
In-store sales lift
$33
Influenced ROAS
>
>
>

30. 30
Multivendor campaigns = your ticket to lean into
Target’s brand to drive discovery and purchase
Curated Target experience
300 - 400% lift in incremental traffic
& product views*
40% lift in SOV when multivendor
campaigns are used to complement
existing programs*
Low-touch execution
Reasons to participate in multivendor campaigns:
04
05
01
02
03
30–60% increased
sales efficiency vs
standalone programs*
*based on subset of accounts that participated
in multi-vendor campaigns in FY2022.

31. 31
Meeting the guest mindset during holiday
10/30 - 11/19 11/20 - 11/26 11/27 - 12/10 12/11 - 12/24
Frequency
Frequency Discretionary
Discretionary
Frequency
Category
Support
Guest Needs
Easily prepare for the season by
gathering essentials
Feeling confident I am getting the best
deals for holiday gifting and easily
preparing for Thanksgiving gatherings
Prepare for holiday activities and
gatherings with ease
Easily get all the gifts I need in time for
holiday gatherings
10/29-12/23: General Gifting, Kids Gifting, Black-Owned Gifting
Multivendor
Support
10/29-12/23: Home Prep
10/29-12/23: Holiday Traditions
11/5-11/25: Thanksgiving Meals 12/3-12/24: December Meals
11/5-1/27: Same Day Services
Timing
Demonstrate how Target affordably and uniquely delivers on guests’ needs without compromise.
Target Holiday
Objective
10/8-12/31: Tech HQ
Holiday Kids Catalog
Comms Low Price, Deals/Promo, Easy Shopping, Must Have Newness

32. 32
32
Objective
Target + Roundel wanted to drive awareness and lift sales
for Black-owned small businesses that guests might not
yet have had on their radar, such as the stationery brand Be
Rooted and men’s grooming brand Scotch Porter.
Multichannel approach
Roundel focused on running placements across Target.com,
Bullseye Marketplace (premium publisher sites), and Facebook.
Creatives featured a varied assortment of products to help guests
find the right presents for anyone on their gift list, including kids.
Roundel invested $140K in media funds to help amplify brand
stories and maximize impact.
Brand story boost helped
drive new engagement.
Black-Owned Brands Holiday Gifting 2022
Display
by Roundel™
Social
by Roundel™

33. 33
Creative example

34. 34
Black-Owned Brands Holiday Gifting 2022
Results
The holiday campaign drove connected guests to Black-owned brand
stories and products through a seamless shopping experience that
encouraged consumers to support these brands.
*Be Rooted & Scotch Porter creatives saw >1.5% engagement rate. Note: Benchmarks are based off Roundel
category averages at the line level.
impressions delivered across
total Black-owned brands’
holiday gifting program.
56M
of guests were new to
purchasing the featured
Black-owned brands.
67%
Facebook engagement rate
compared to benchmarks for Be
Rooted and Scotch Porter
creatives.*
2x higher

35. 35
Remember, the Q4 holidays aren’t the
only key moments for consumers.
January Wellness
Black History
Month
Focusing on general wellness,
healthy habits, beauty &
personal care routines, and
more to support consumer
health journeys
Celebrating Black Joy
through authentic
celebrations that feature
partnerships with Black
designers, founders, team
members, and guests
Show up during the moments that matter most and ensure you’re always on across the customer journey.
Family Night
Featuring a wide array of
categories from home
entertainment to food & bev,
inspiring families with creative
ways to spend time together
Lunar New Year
A key AAPI heritage
moment, with
amplification of traditions
involving food, gifting,
games and more

36. 36
Use Roundel’s solutions to complement
your other in-market activations and
connect with customers throughout the
purchase journey.
The customer journey isn’t comprised of
a single step. Media shouldn’t be either.
Build
awareness
• Engage new customers who don’t
know about your brand or product.
• Test with low-risk programmatic private
marketplace deals to understand reach and
frequency.
• Connect with customers who are
considering options.
• Using programmatic media, test driving relevant
audiences to retailer-neutral landing pages to build
consideration.
• Inspire sales among consumers who are close to making
purchase decisions, such as by adding top search terms and
increasing bids across priority SKUs that trend higher in traffic
and sales for sponsored product ads.
• Create better outcomes by leveraging DSP retargeting tactics
for programmatic media.
Generate
interest
Drive
conversions
Maximize share-of-voice and help drive
consumers closer to the point of sale by
leveraging both on-platform and
off-platform media.

37. Key Takeaways 1) Seasonality and shopping behavior evolves
throughout the year. It’s imperative that a media
strategy is built to be dynamic and tailored to the
brand/season.
2) Search is a key component of traffic on Target.com.
With 370M+ combined Target.com searches
between July-Sept 2022, it’s important to lean into
Target Product Ads.
3) Roundel’s ad type offerings, such as Target Product
Ads, Programmatic, and Multivendor Campaigns,
offer brands the tools to tell a full story and
maximize reach and conversion.

38. Schedule Your
Consultation
with a Retail Media
Expert

39. Q&A
STEVE DWYER
Sr. Director of Partner
Solutions Group
NANCY MCLAUGHLIN
Vice President,
Commerce Media

40. 40
The 2023
Playbook for Q4
and Holiday
Success
VIEW TINUITI’S LATEST GUIDE
➜

41. 41
Retail Media Rundown: The Keys to
Unlock Success Across Retailers
Wednesday, September 13, 2023
Session 1
10 am PT | 1 pm ET
How to Meet the Consumer Mindset in Q4
and Beyond with Roundel, Target’s Media
Network
Session 2
10:35 am PT | 1:35 pm ET
Crafting Success Through Audience
Insights and Data-Driven Strategies
Session 3
11:10 am PT | 2:10 pm ET
Revolutionizing Retail Strategy: Unified
Approach to Underpin Performance
Session 4
11:45 am PT | 2:45pm ET
Maximizing Q4 Impact: Retail Media
Synergy

42. 42
Wednesday, September 13, 2023
Session 1
10 am PT | 1 pm ET
How to Meet the Consumer Mindset in Q4
and Beyond with Roundel, Target’s Media
Network
Session 2
10:35 am PT | 1:35 pm ET
Crafting Success Through Audience
Insights and Data-Driven Strategies
Session 3
11:10 am PT | 2:10 pm ET
Revolutionizing Retail Strategy: Unified
Approach to Underpin Performance
Session 4
11:45 am PT | 2:45pm ET
Maximizing Q4 Impact: Retail Media
Synergy
Thank you!