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Retail Media Giants and How CPGs Can Navigate the Trend

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The trend of “Retailers as Publishers” continues to grow as new entrants and new capabilities come into the marketplace. How can CPG marketers evaluate these opportunities in order to drive virtuous cycles of mutual benefit for their retailer partners, the shopper and their internal stakeholders? Georgia-Pacific will share its early lessons as it navigates the new retail media terrain. How is GP evaluating the total value of these media opportunities, reorganizing internally to leverage them, and pushing these channels to become more effective tools for across the user experience journey?

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Retail Media Giants and How CPGs Can Navigate the Trend

  1. 1. RETAIL MEDIA GIANTS And How CPGs Can Navigate the Trend Mike Feldman Retail Media – Team Lead
  2. 2. About GP 25% 30% 15% 7% 7% All Other 16% Estimated Paper Tons Sold Total U.S. & Canada Retail Bath Tissue, Towel & Napkin (Excl. Facial/ AFH)
  3. 3. About GP Source: https://giphy.com/gifs/the-office-raise-roof-lMVNl6XxTvXgs, https://tenor.com/
  4. 4. The Big 3 WHY is this trend happening? How to get INVOLVED How to EVALUATE
  5. 5. But Really….. Source: https://giphy.com/gifs/cravetvcanada-seinfeld-jerry-george-costanza-l2JJyDYEX1tXFmCd2
  6. 6. Retail Media Trend Source: Raymond James Research Where do you typically start when searching for a product online? 0% 10% 20% 30% 40% 50% 60% 70% Amazon Search Engine (e.g. Google, Yahoo, Bing) Retail Store website (e.g. Walmart.com, Target.com) eBay Other (please specify) Other ecommerce site 18 - 29 30 - 44 45 - 59 60+ 47% 56% 46% 11% 8% 16% 17% 3% 3%3% 6% 5%4% 3% 2% 2% 1%1%1% # Property Unique Visitors/Viewers (000) 1 Google Site 250,893 2 Facebook 215,148 3 Verizon Media 208,069 4 Amazon Sites 204,146 62% 21% 26% 30% 26%
  7. 7. Retail Media Trend 1998 2017 1998: “I sell books.” 2017: “I sell what ever the f*** I want.” Source: https://esmemes.com/i/1998-2017-17058892
  8. 8. Why it Matters FOR RETAILERS FOR CONSUMERSFOR GEORGIA-PACIFIC Why it Matters
  9. 9. Retail Media Capabilities Targeting MeasurementOptimization
  10. 10. GP Approach RIGHT TARGET RIGHT CONTENT RIGHT CONTEXT
  11. 11. Brawny® & Walmart
  12. 12. Summer Grilling @ Target
  13. 13. Performance Source: https://giphy.com/gifs/show-money-maguire-9HQRIttS5C4Za
  14. 14. Typical Campaign AWARENESS CONVERSION CONSIDERATION? Source: https://unsplash.com/photos/5Hl5reICevY
  15. 15. Scorecard Data Integrations Relationship Impact Targeting Measurement Value
  16. 16. The Path Forward
  17. 17. Thank You!

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