Are you tired of hearing about retail media networks yet, Dear Reader? I find a wonky fascination in watching players fill each niche as a new industry evolves. Latest is a In-Store Marketplace, which offers “a consistent, ubiquitous, single-point of integration for any in-store Retail Media platform.” Ownership is unclear but it seems to be run by a consortium of retail media agencies aiming to provide unified inventory.
What the heck – let’s do minor stories for $1,000. “73% of consumers have security concerns about opening email from brands they don’t know.” Hmm, that’s a tough one. How about “What’s one reason more marketers are using snail mail for customer acquisition?” Well played.
There’s definite overlap between retail media and out-of-home advertising, and ads on hired vehicles are a bit of both. Right on cue, here’s a birth announcement for Lyft Media, which will offer ads on top of vehicles, inside of vehicles, within the Lyft app, and even on Lyft-owned bikeshare docks. Ads will be targeted by location, not at individuals, so this leans more towards the out-of-home side.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.