Change is the only thing you can rely on in digital marketing. Banner ads and social media campaigns + shifting consumer behavior and privacy regulations = something new. Retail media networks (RMNs) are a big part of that something.
RMNs let brands reach consumers with laser-like precision when they are ready to buy. At The MarTech Conference, Ted Svikas, Amplitude’s field CTO, used the story of Ben & Jerry’s partnership with the Asian food delivery giant Foodpanda to demonstrate how RMNs can revolutionize advertising as we know it.
Dig deeper: Amazon’s new Retail Ad Service brings RMN to the masses
“When you’re Unilever and you’re selling products in the heat of the moment, in real-time when somebody is ready to buy, it’s not the right move to put something on Facebook or Snapchat or in a Google search result,” he said.
The zero consumer: A new breed needs a new approach
Today’s consumers, particularly the younger generations, defy conventional marketing wisdom. They are what McKinsey aptly terms “The Zero Consumer,” exhibiting distinct characteristics that challenge traditional advertising strategies:
- Zero boundaries: They expect seamless brand experiences across online and offline channels, demanding consistency and personalization regardless of how they engage. “There are no boundaries,” said Svikas. They’re expecting to be treated the same.”
- Zero in the middle: Their spending habits tend toward extremes, either indulging in premium products or meticulously hunting for budget-conscious alternatives. This “splurging or being extremely…mindful of their cost dollars” behavior necessitates nuanced targeting approaches.
- Zero loyalty: They will switch brands after even a single negative experience. “[J]ust one single poor experience” can shatter brand loyalty, underscoring the importance of consistently exceeding expectations.
- Net zero as a buying factor: They increasingly factor a brand’s commitment to sustainability and social responsibility into their purchase decisions, demonstrating a heightened awareness of a company’s ethical stance.
So, traditional marketing, relying on broad targeting and impersonal messaging, won’t work.
A case study in real-time personalization
Unilever saw “The Zeros” as a strong target audience for Ben & Jerry’s new ice cream flavors. Partnering with Foodpanda, they leveraged the platform’s vast first-party data to “zero in” on consumers browsing for food delivery at the critical moment of purchase decision.
Unilever used The Trade Desk to place ads strategically for the new dessert flavors in the Foodpanda app. This ensured users already demonstrating an interest in food, particularly desserts, would see them precisely when their purchase intent was highest.
The results were remarkable:
- 1.5x return on ad spend, surpassing initial projections and highlighting the efficiency of the targeted approach.
- 26x greater return than Foodpanda’s typical audience ROAS.
- 94% lower cost per acquisition than traditional methods, confirming that Ben & Jerry’s reached its desired audience of Gen Z and millennials, who are known for their willingness to explore new flavors.
This case study underscores the potential of RMNs to reach the right consumers at the right time with personalized messaging that drives conversions, far surpassing the reach and impact of traditional advertising methods.
Dig deeper: IAB finalizes retail media networks standards for in-store
“They actually met the people at the moment in time they were craving this new dessert ice cream,” Svikas said. “Their low cost per acquisition indicates that they found the right audience.”
Key success drivers for RMN campaigns
- Embrace first-party data strategies: Prioritize first-party data over diminishing third-party cookies. “[D] on’t rely on third-party cookies,” he said. “The reach on that may seem tempting, but the transparency will never be as accurate as a retail media network would.” RMNs provide superior transparency and measurement capabilities compared to walled gardens.
- Prioritize measurement and continuous optimization: Track campaign performance, analyze results and adapt strategies based on real-time insights to maximize effectiveness and ROI. Continuous measurement is vital because “one retail media network may work for you today. It won’t work for you tomorrow.”
- Operate in real time: Emphasize agile campaign management, real-time data analysis and quick adjustments to capitalize on consumer behavior shifts. Remember, today’s consumer “has zero boundaries, zero patience and zero loyalty.” Swift action is critical to capture their attention and drive conversions.
Getting the most from RMNs means using data-driven, privacy-conscious, real-time personalized advertising strategies. It will also put you in a good position when the next change comes along.
The post Unilever’s Ben & Jerry’s campaign shows why RMNs are the future appeared first on MarTech.
**How Unilever’s Ben & Jerry’s Campaign Highlights the Growing Importance of Retail Media Networks**
In recent years, the retail landscape has undergone a seismic shift, driven by the rapid rise of e-commerce, evolving consumer behaviors, and advancements in digital advertising. One of the most significant trends to emerge from this transformation is the rise of retail media networks (RMNs). These networks, which leverage retailers’ first-party data and digital platforms to deliver targeted advertising, are becoming a cornerstone of modern marketing strategies. Unilever’s Ben & Jerry’s campaign serves as a prime example of how brands are capitalizing on RMNs to drive growth, enhance customer engagement, and stay competitive in a crowded marketplace.
### The Rise of Retail Media Networks
Retail media networks are digital advertising platforms operated by retailers that allow brands to target consumers directly within the retailer’s ecosystem. These networks are powered by first-party data collected through customer interactions, such as online shopping behavior, loyalty programs, and purchase history. Retailers like Amazon, Walmart, Target, and Kroger have built robust RMNs, offering brands the ability to reach highly specific audiences with personalized messaging.
The appeal of RMNs lies in their ability to provide precise targeting, measurable ROI, and a direct connection to purchase behavior. Unlike traditional advertising channels, RMNs allow brands to advertise at the point of purchase, increasing the likelihood of conversion. As a result, global spending on retail media is projected to surpass $100 billion by 2024, according to eMarketer.
### Ben & Jerry’s and Unilever: A Case Study in Retail Media Success
Unilever, the parent company of Ben & Jerry’s, has long been a pioneer in leveraging innovative marketing strategies to connect with consumers. In a recent campaign for Ben & Jerry’s, Unilever partnered with several leading retail media networks to promote its ice cream products in a way that was both impactful and data-driven.
#### 1. **Leveraging First-Party Data for Precision Targeting**
Unilever utilized the first-party data provided by retail media networks to identify key consumer segments for Ben & Jerry’s. By analyzing shopping habits, preferences, and purchase history, the campaign was able to target consumers who were most likely to purchase premium ice cream. For example, the campaign focused on households that frequently bought frozen desserts or had a history of purchasing Ben & Jerry’s products.
#### 2. **Personalized Messaging and Creative Execution**
Retail media networks enabled Unilever to deliver personalized ads tailored to specific audiences. For instance, the campaign featured ads highlighting Ben & Jerry’s popular flavors, such as Cherry Garcia and Half Baked, with messaging that resonated with each consumer segment. Shoppers who had previously purchased plant-based products were shown ads for Ben & Jerry’s non-dairy options, while families were targeted with promotions for pint-sized treats.
#### 3. **Seamless Integration with E-Commerce**
One of the key advantages of retail media networks is their ability to integrate advertising with e-commerce platforms. Unilever’s campaign included shoppable ads that allowed consumers to add Ben & Jerry’s products directly to their online shopping carts with a single click. This seamless integration reduced friction in the purchase journey and increased conversion rates.
#### 4. **Measurable Results and ROI**
Retail media networks provided Unilever with detailed analytics on the performance of the Ben & Jerry’s campaign. Metrics such as click-through rates, conversion rates, and sales lift were tracked in real-time, enabling the company to optimize its strategy and maximize ROI. The campaign reportedly led to a significant increase in both online and in-store sales for Ben & Jerry’s, demonstrating the effectiveness of RMNs in driving tangible business outcomes.
### The Broader Implications for Retail Media Networks
Unilever’s success with the Ben & Jerry’s campaign underscores the growing importance of retail media networks in the marketing ecosystem. As more brands recognize the value of first-party data and the ability to target consumers at the point of purchase, RMNs are poised to become a dominant force in advertising. Here are a few key takeaways from this trend:
#### 1. **The Shift Toward Data-Driven Marketing**
The Ben & Jerry’s campaign highlights how first-party data is becoming a critical asset for brands. In an era where third-party cookies are being phased out, RMNs offer a privacy-compliant way to access actionable consumer insights. This shift toward data-driven marketing is likely to accelerate as brands seek more effective ways to reach their target audiences.
#### 2. **The Convergence of Advertising and Commerce**
Retail media networks blur the line between advertising and commerce, creating a seamless experience for consumers. By integrating ads with e-commerce platforms, RMNs enable brands to drive immediate sales while building long-term customer loyalty. This convergence is reshaping the way brands approach marketing, with a greater emphasis on performance-driven strategies.
#### 3. **Opportunities for Smaller Brands**
While large companies like Unilever have been quick to adopt RMNs, these platforms
Recent Comments