The headline “Omnicom Media Group Launches Industry’s First Supply Chain-Based Media Activation Tool” sounds like a clever, if far-fetched, bit of newsjacking. But it turns out they’ve really given media planners a tool to adjust the products they advertise based on retail availability, pulling out-of-stock items and pushing available substitutes. It’s an impressive bit of technology.
Have retail media networks already become so common that new ones are no longer worth a mention? Quite possibly. But it still seems worth reporting that Marriott has extended the category to include hospitality companies, illuminating its overlap with digital-out-of-home networks. Yahoo will provide the underlying technology.
Spot2, a Mexican brokerage startup, announced a $4.2 million seed round led by Streamline Ventures. HOF Capital, Acrew Capital, H20 funds, and angel investors. Spot2 was founded in 2021. It holds the promise of enabling commercial real estate identification, validation, and lease closing in six times less time than usual. The proptech developed technology based on an algorithm that offers solutions to connect brands with available commercial spaces successfully.
Just over half of consumers (54%) like to receive personalized messages because they show the consumers are known to the brand, plus they can be time savers. The rest (46%) find it at best unimportant, at worst creepy. Relevance far outstrips personalization when it comes to driving email opens (54% vs. 19%). Takeaway: treat each customer the way they prefer.