In this article…
Retail media has been on everyone’s radar for a while. Commerce media has also established itself as a significant player in the AdTech industry over the past few years. While retail media focuses on engaging customers within a retailer’s ecosystem, commerce media goes beyond these boundaries to capture the entire shopping journey, spanning multiple touchpoints, channels, and platforms.
But what is commerce media, and why should we care?
Commerce media is here to stay
Estimated to hit $33.86 billion this year and more than double by 2028, the hunt is on to capture as much of retail media’s projected ad spend as possible. However, given the numerous verticals expanding their retail media strategy to include any touchpoint within the commerce channel, it might be time to lower the retail media flag and hoist the LUMA dubbed “commerce media flag.”
So why are Travel, Financial Services, and other verticals focusing on the commerce media ship?
- Authenticated and digital users (usually app-driven)
- Consented data that provides unique insight into the household’s or consumer’s intent/purchase behavior
- Emerging focus on advertising as an important revenue stream for the future
With all this “data” at their disposal — why is it not smooth sailing for commerce media to build an ad-supported business? What’s missing for them to acquire the lucrative billions efficiently and effectively?
Why retail media networks are important
Retail media networks (RMNs) are now a major tool for brands to connect with shoppers. These networks gather valuable data from customers who browse and shop on e-commerce sites and apps. What makes RMNs so powerful is that they allow brands to advertise directly to people who are already interested in buying, leading to more successful sales.
For marketers, RMNs offer a clear way to reach potential customers and ensure their advertising dollars are well spent. But as competition grows and consumer habits change, these networks must keep improving. To stay ahead, brands will have to find new ways to use RMNs effectively, linking them with other parts of the commerce media world to unlock even greater results.
Differences between building a loyalty program and developing ad products
Loyalty programs are the backbone of commerce media networks; however, creating a loyalty program is much different than building an advertising product. It requires commerce companies to bring on additional people, technology, and partners to execute flawlessly.
There are four areas to consider:
1. Organizing your data at scale
To successfully build an ad-supported business at scale, data must be organized to initiate action (targeting and/or measurement). However, this requires changes in company culture. Both the business and technology infrastructure must be updated. Additionally, commerce media companies must update their mindset around creating and selling products.
2. People
We have seen this story before, with large opportunities comes the requirement for new talent. Where are we seeing commerce media companies recruit from? AdTech and MarTech. Whether it’s engineers or data scientists, business development and partnership leads, or even your direct sales team, the poaching has begun. To build a successful business around advertising, experts are needed who can navigate the waters.
3. Partner vs. build
The Requests for Information (RFIs) and Requests for Proposals (RFPs) for any combination of agency, demand-side platform, supply-side platform, customer data platform, identity graph, clean room, and beyond are piling up. One trend is clear: commerce media companies are looking for collaborative partners to provide a true strategic partnership to take on the complexities of the transition away from retail media.
4. Identity will remain the keystone to success
All commerce media companies have some identity data that reveals a slice of their customers’ viewpoint. Yet, unlocking the broad view of these audiences is crucial to success. These companies need to use the “full pie” to see well-rounded profiles, gain the reach required to access them across many channels, and turn opportunities into revenue.
Advertisers can finally close the loop with commerce media networks
Commerce media companies with real-time transaction data enable advertisers to see true ROI on their ad spend when products move off the shelves. Measuring real product lift/sale touch points across multiple channels will put performance and measurement front and center. Programmatic was the promise of performance advertising. Well, commerce media may finally fulfill that vow, creating enough value for companies to make it a real competitor to social channels.
While retail media will always exist, the transition to commerce media has become increasingly popular and is here to stay. The journey might not be a straight shot to perfect results, but the data, partnerships, and resources are out there and ready to hop aboard to help guide commerce media companies to success.
The future of commerce media
Commerce media shows no signs of slowing down. More industries are seeing the benefit of making every customer touchpoint an opportunity to drive sales. Whether through social media shopping or in-app purchases, commerce media pushes businesses to create smoother, more connected shopping experiences for consumers.
In the future, brands won’t just compete on prices or products — they’ll stand out by offering simple, seamless shopping experiences across all devices. With better data and tools to track consumer behavior, brands will be able to personalize their ads and measure their success in real time. Commerce media allows brands to see a direct link between their ads and sales. Those who can adapt and keep up with these changes will come out on top.
Create a connected customer view with Experian
At Experian, we empower RMNs to unlock the full potential of their first-party data through comprehensive identity and audience solutions. Our data-driven capabilities enable RMNs to build a deeper understanding of their customers, optimize audience targeting across channels, and create enriched, actionable segments that drive measurable outcomes.
By seamlessly connecting our offline and digital data, we help RMNs organize identities into households, device IDs, and more. Each household is enriched with valuable marketing insights, allowing you to gain better customer understanding, create targeted advertising, and reach the right customers across different devices. Additionally, you’ll be able to measure the effectiveness of your advertising efforts.
With our support, RMNs can maximize revenue opportunities, extend reach, and confidently demonstrate the value of the network to advertisers.
Contact us today to find out how Experian can help you succeed in commerce media.
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In our upcoming 2011 Digital Marketer Report, we will cover what influences purchase decisions. While you'll have to wait to read the report to see the entire list, when ranking influencers to purchase decisions: 54% of U.S. adults identified old-fashioned Word of Mouth (WOM), while information from webpages (47%) ranked second and online consumer reviews (31%) ranked as the third most important. It's nearly impossible to measure old-fashioned WOM, and “Information from a website” is a very broad category. Gauging the uptake in online consumer reviews is another story, however. Visits to online review pure-play Yelp.com is a good proxy for the uptake in online reviews in the service sector (restaurants, dry cleaners and dentists to name a few). Over the past two years, visits to Yelp.com have increased over 136%. Given such impressive and steady growth since 2009, you might assume that Yelp and other sites like it have become ubiquitous. Your assumption, however, would be incorrect. While age demographics of visitors to the site show that use of the online consumer reviews has reached maturity (Internet users over the age of 55 make up the largest age bin at 25%), geo-demographics, or visits by DMA, tell a completely different story. The top five cities by representation; San Francisco, San Diego, Monterey, Los Angeles and Sacramento reveal the first skew, that Yelp.com visitors favor the West Coast, where the company was founded. So it seems that, by percentage, the largest U.S. cities also figure significant. When looking at visitors to the site by Mosaic™ segments, Americas Wealthiest, Young Cosmopolitans and other affluent types figure heavily in the site's traffic. Taken all together, the numbers reveal that while Yelp.com continues to grow, its participants continue to be a very distinct subset of U.S. Internet users. This niche set of users might explain why traditional WOM continues to show more significance in influencing purchase decisions. Want to learn more about other purchase decision influencers? Click here to request a copy of Experian Marketing Services highly-anticipated 2011 Digital Marketer Report, launching in late March. The report features an editorial by Bill Tancer as well as unreleased data spanning email, social, mobile, search and more.
College basketball mania is here. First round NCAA tournament action tips off this week leading up to the Final Four in Houston and Indianapolis for the men and women respectively. With March Madness just around the corner, Experian Marketing Services' data team started to wonder — how do TV viewers of the men's tournament differ from viewers of the women's tournament? The women's game has come a long way since the first women's collegiate basketball championship in 1972. This will be the ninth year that all 63 games of the tournament are televised nationally. Looking back to 1982 when the finals were contested in Norfolk, Virginia, only 37 media credentials were issued. This has increased 14 fold when compared to the 530 media credentials issued in San Antonio last year. The men's game is as popular as ever drawing impressive TV ratings, especially during tournament time. Remember Butler's drive to the Final Four last year and their near upset of Duke? CBS reported that 48 million viewers watched at least some of the championship game. According to viewership data from Experian Simmons, men's tournament viewers outnumbered women's tournament viewers by a ratio of 3.7 to 1. That's nearly four men's tournament viewers for every viewer of the women's tournament. So who might be watching this year? Using Experian's Mosaic consumer lifestyle segmentation system combined with last year's tournament viewership data from Experian Simmons, we took a closer look. Men's Tournament Viewers Rise Above The Rim On Affluence The men's tournament draws a significant share of viewers from affluent households. Nearly half of viewers have household income of $75,000 or over. The ten most affluent Mosaic segments have an over-representation of men's tournament viewers compared to their corresponding share of U.S. adults. This includes Dream Weavers (well-off families with school age children, living an affluent suburban version of the American Dream), Enterprising Couples (married couples with children and childless duos living in upper-middle-class commuter communities), and New Suburbia Families (young, affluent working couples with pre-school children concentrated in fast-growing, metro fringe communities). Nearly half of the men's tournament TV viewers have household income of $75,000 or over. True to its name, the Dream Weavers segment is a college basketball advertiser's dream for home electronics, home furnishings, home improvement and home office supplies. All of these home-centered categories are near and dear to Dream Weaver householders many of whom will be following the men's tournament very closely in a variety of media formats including online, in HDTV, and on their smart phones. Brands and retail stores that have particular appeal to Dream Weavers include Nordstrom, Ralph Lauren, Nike, Eddie Bauer, Sephora, Dick's Sporting Goods and Banana Republic. But that's not to say that only affluent consumers are watching the men's tournament. Other segments with an above average concentration of men's tournament viewers include African-American Neighborhoods, Minority Metro Communities, America's Farmlands, and Young Cosmopolitans. Men's tournament viewers participate in a wide range of leisure and sport's activities (most notably golfing, football, softball, racquet sports, and weight training), have a preference for driving Cadillac, Acura, and Lexus automobiles, and have a high concentration of readers of such magazine titles as Golf Digest, Sports Illustrated, ESPN The Magazine, Barron's, and Black Enterprise. Women's Tournament Delivers Younger, More Ethnically Diverse Audience The audience for the women's tournament is decidedly different from the men's. About six out of every ten viewers have household income below $75,000. Mosaic segments with the greatest over-representation of women's tournament viewers include Struggling City Centers (young, single and single-parent minority renters living in low-income city neighborhoods throughout the South) and Minority Metro Communities (married couples and single-parent minorities with above-average incomes working in a mix of service industry and white-collar jobs). These two segments alone account for nearly 20% of the women's tournament viewing audience and contain about 2.5 times the concentration of viewers relative to their corresponding share of U.S. adults. Women's college basketball advertisers should note that the tournament delivers a less affluent audience compared to the men. Using Minority Metro Communities as an example, brands and retail stores that have particular appeal to this group and to the broader women's tournament audience overall include 7-Eleven, Ace Hardware, Hallmark, Sam's Club, Kmart, Dollar General, Big Lots, and Marshall's. Women's college basketball advertisers should note that the tournament delivers a less affluent audience compared to the men. Only four of the ten most affluent Mosaic segments have an over-representation of women's tournament viewers. When comparing a segment's share of the overall women's tournament viewing audience to its corresponding share of the men's tournament viewing audience, three of these four segments account for a higher share of women's viewers. These are America's Wealthiest, White Collar Suburbia, and Affluent Urban Professionals. Advertisers will be pleased to know that interest in the tournament from these segments helps lift the viewing audience into a higher income demographic. Using White Collar Suburbia as an example, retail stores that have particular appeal to this segment of the population include Brooks Brothers, Costco, Gap, J. Crew, Kohl's, Lord & Taylor, and Victoria's Secret. Other segments that contain a significantly higher share of women's viewers compared to men include Small-city Endeavors (a mix of lower income singles, families, and single parents living in older homes and small apartments in working class towns) and Professional Urbanites (upper-middle-class empty nesting couples and older singles in metropolitan areas). Men’s Tournament Viewers Compared to Women’s Tournament Viewers Men’s Tournament Top Ten Most Affluent Mosaic Segments Women’s Tournament America’s Wealthiest Dream Weavers White Collar Suburbia Upscale Suburbanites Enterprising Couples Small-town Success New Suburbia Families Status-conscious Consumers Affluent Urban Professionals Urban Commuter Families = Index of 100 to 125 = Index of 126 to 150 = Index above 150 The index shows the concentration of viewers for the men's and women's tournament for a segment compared to the segment's share of U.S. adults. For example, an index above 150 means that adults from the segment are 50% more likely to watch the tournament compared to U.S. adults overall.
Along with death and taxes, the third certainty as an online marketer is change. When we combine the rapid rate of online innovation with consumers' relentless pursuit of finding the best possible price, a pursuit that kicks into overdrive with economic uncertainty, it's critical to anticipate changes in consumer behavior and the adoption of new buying modalities. Here are three things that you should know about the group coupon phenomenon. By now, most of us are aware of Groupon, the privately held Chicago group couponing-company that rejected Google's $6 billion dollar acquisition offer in late 2010. Since it's founding in 2009, Groupon has grown to over 5 million visits per week to take the #25 spot in the Experian Hitwise Shopping & Classifieds category1 for the week ending January 29, 2011. But is Groupon, or more generally the category of online group buying, a fad or a significant change in the way we buy online? Here are three things that you should know about the group coupon phenomenon. Group Buying Has Reached Mainstream Adoption If you think that this new social buying trend is fueled by early adopters of technology, the young and hip technocrats, you may have been correct in January 2010. Today, you would be completely off the mark. According to Experian Hitwise for the four weeks ending January 29, 2011, the largest age-bin for visitors to Groupon.com are those Internet users over the age of 55 (37.5%). There is Applicability to Local and National Retailers While group coupons were heralded as the perfect solution for local online commerce, successful deals with national retailers (both bricks-and-mortar such as GAP and online pure-plays like Amazon.com) indicate that this movement will take its place alongside email and search as a key channel for marketers to consider. On January 19, 2011, LivingSocial.com, a Groupon competitor, offered a $20 Amazon credit for $10 (it should be noted that Amazon invested $175 million in LivingSocial.com). According to PC Magazine, over 1.3 million certificates were sold at a rate of over 100,000 per hour. The Race to Dominate the Space is Heating Up LivingSocial's Amazon play did more than just put up impressive numbers; it was a clear sign that the site is a viable threat to category leader, Groupon. According to Groupon CEO Andrew Mason, Groupon has over 500 competitors in the marketplace and growing. Have you considered group buying for your business? Along with anticipating this trend, with the growing number of competitors and offers you should think one step ahead – will consumers succumb to daily deal fatigue? Want to learn more about digital marketing in 2011? Click here to request a copy of Experian Marketing Services highly-anticipated 2011 Digital Marketer Report, launching in late March. The report features an editorial by Bill Tancer as well as unreleased data spanning email, social, mobile, search and more. ——— 1 Shopping and Classifieds Category: 28,586 top sites that specialize in online shopping, auctions and classifieds