5 min read

Kevel Newsletter: Edition #24 "Campbell's Serves Up Retail Media Strategy"

Holly Shuffett
Holly Shuffett
Updated on
June 7, 2024
Kevel Newsletter
Kevel & Canva, 2024.

Ad Tech Insights

A Soup-er Solution: Campbell's & Walled Gardens

The story: The retail media network landscape is growing rapidly, and with it comes an increase in closed ecosystems, or “walled gardens.” The lack of standardized measurement and ad formats has created a fragmented media landscape that, not for lack of trying, continues to pose significant challenges to marketers. 

To combat these challenges, Campbell’s Soup Co. is adopting a week-over-week evaluation approach to optimize campaign performance continuously -- most assessments take place on a monthly or quarterly basis. But with retail media playing a crucial role in Campbell’s marketing strategy, given their partnerships with retailers like Walmart, Target, and Instacart, solutions like this are essential. While the IAB has released an initial draft of retail media measurement standards (finalized in January), implementation will still take time. 

The takeaway: The million dollar question remains --How do you streamline and measure campaign effectiveness across a multitude of retail media networks, each with their own individual walled garden? Solutions are being developed but they’ll take time to implement. In the meantime, advertisers should focus on understanding and leveraging the specific strengths of each network while keeping an eye on emerging solutions like data clean rooms. Most importantly, adaptability remains crucial.


Extra Industry Insights

Digiday+ Research surveyed brand, retailer, and agency professionals for insights on programmatic. Here are some of their survey findings: 

Kevel Catchup

LIVE: Kevel x The Times UK

Retail media is the fastest growing advertising channel in the world, but obtrusive, irrelevant and slow loading ads, which fail to harness first party data, could deter brands and consumers... 

Check out Kevel’s feature on why the retail media network experience is critical and how to build it here

Kevel & Canva, 2024.

LIVE: Kevel Blog “Top Marketplace Strategies & Trends” 

As eCommerce grows to $8B by 2027 and retail media surges, online marketplaces need strategies to make the most of that growth. Savvy marketplaces are capitalizing on these trends in order to capture not only new online sales, but also ad spend. 

Read the full article here to learn more about the top trends and strategies marketplaces can use to grow their eCommerce business and RMN. 

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READTips to interpret, process and apply industry guidance to the IAB and Media Rating Council's 60-page publication, "IAB/MRC Retail Media Measurement Guidelines", as told by Goodway Group's SVP of Retail Media, Angela Meyers.

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