Writing For Retail Advertising

The importance of overlaying personas to demographics when exploring nuances in data. Want to avoid putting your ad in front of Ozzy Osbourne when you wanted to target King Charles? I love insights. Market research. Audience understanding, whatever you want to call it. To quote Hayel Wartemberg, "Storytelling without research is just guessing." Research is a vital part of the creative and communication chain. But the second part of his quote showcases where we as in industry need to get better... "Research without storytelling is just reporting." The pic I've shared is a fave of mine because it shines a light on the terrible state of the market research industry. We lazily group huge numbers of people together based on having similar demographic realities. Whether that's the GEN-Z obsession, chatting to the BAME lot or combining genders with sexualities. This approach leads to lazy and blanketed ideas of how people in those groups think, feel, purchase and behave. I get it, we want to mass target and attempt to make our jobs easier - so intersectionality is ignored. And it’s probably why you receive ads for products that you wouldn’t touch with a barge pole. So here's the solution we have at Word on the Curb: 💅 Overlay personas and interest groups to protected characteristics. Targeting purely based on demographics doesn’t create the granularity you may think. A Black, 25 year old man from London may have more similar interests with a White, 45 year old woman from Sheffield, than his own brother. If you want to target effectively, learn as much as you can about the human. 🎨 Obsess over mixed methods research - market research is the most powerful industry in uncovering and painting a picture of societal realities. It’s a blank canvas. Quant research to me is the outline. Qual research is the colour between the lines. You need to do both to understand society effectively. 📺 Challenge stereotypes consistently: we all suffer from unconscious bias. Perceptions of groups we may not be familiar with are formed by media portrayals. We all need to own up to it and challenge ourselves to uncover realities by staying hungry in learning about audiences. Be always-on with your insights approaches - our products allow you to do that pretty easily. Research, creative and media agencies will keep failing their brands by trying to cut corners. Constantly attempting to lower costs and time spent in field whilst attempting to effectively reach audiences (especially those who have been historically marginalised) is a Mathematical error. Remember, storytelling without research is just guessing.

Retail media is eating search ad spend for breakfast. (68% of ad spend growth by 2027—and it’s just getting started.) By 2027, retail media is projected to contribute 68% of incremental growth in search ad spending in the U.S. And I urge you to start thinking differently about retail media. Yes, we've reached that point of no return, and retail media has become a dominant force in digital advertising. By 2027, 68% of incremental growth in search ad spending demonstrates its escalating importance as brands focus on leveraging not only point-of-purchase advertising to reach consumers effectively but also capitalize on its targeting capabilities for full-funnel advertising. ⚠️ 𝗤𝘂𝗶𝗰𝗸 𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗲 𝗮𝗻𝗱 𝗠𝗲𝗮𝗹 𝗗𝗲𝗹𝗶𝘃𝗲𝗿𝘆 𝗣𝗹𝗮𝘁𝗳𝗼𝗿𝗺𝘀 𝗔𝗹𝘀𝗼 𝗝𝗼𝗶𝗻𝗲𝗱 𝘁𝗵𝗲 𝗥𝗮𝗰𝗲 Quick commerce, meal delivery platforms and ride-hail platforms (e.g., DoorDash, Uber, Gopuff) are increasingly developing their retail media networks. These platforms aim to shorten the purchase funnel by allowing brands to engage with consumers at pivotal moments of intent. This trend is fueled by their unique positioning to deliver first-party data insights and enable closed-loop attribution, ensuring measurable ROI for advertisers. ++ 𝗧𝗮𝗰𝘁𝗶𝗰𝗮𝗹 𝗥𝗲𝗰𝗼𝗺𝗺𝗲𝗻𝗱𝗮𝘁𝗶𝗼𝗻𝘀 𝗳𝗼𝗿 𝗖𝗣𝗚 𝗕𝗿𝗮𝗻𝗱𝘀 ++ 1. Leverage First-Party Data: Utilize the first-party data insights provided by quick commerce platforms to craft hyper-targeted campaigns. This enables you to reach niche audiences effectively, such as lapsed customers or those exploring specific categories. 2. Experiment with Emerging Formats: Invest in programmatic and video ad formats offered by retail networks. For instance, use Connected TV (CTV) to complement in-store advertising and amplify brand storytelling. 3. Collaborate with Quick Commerce Platforms: Partner with meal delivery services and ride-hailing apps to advertise bundled offerings or high-margin products that align with consumer convenience trends. Position your products as solutions for on-the-go lifestyles. 4. Leverage Data Clean Rooms: Use clean rooms to identify high-value audience segments, such as lapsed buyers or customers likely to switch brands, and tailor campaigns specifically for them. 5. Capitalize on Closed-Loop Attribution: Measure ad effectiveness by linking ad exposure to actual in-store or online purchases, enabling you to justify ad spend and optimize ROI. 6. Scale Up Your A/B Testing: Test multiple ad creatives or messages with highly specific audience subsets, allowing you to fine-tune your approach for broader campaigns. 𝗧𝗼 𝗮𝗰𝗰𝗲𝘀𝘀 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗳𝗼𝗹𝗹𝗼𝘄 ecommert® 𝗮𝗻𝗱 𝗷𝗼𝗶𝗻 𝟭𝟮,𝟱𝟬𝟬+ 𝗖𝗣𝗚, 𝗿𝗲𝘁𝗮𝗶𝗹, 𝗮𝗻𝗱 𝗠𝗮𝗿𝗧𝗲𝗰𝗵 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝘃𝗲𝘀 𝘄𝗵𝗼 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲𝗱 𝘁𝗼 𝗲𝗰𝗼𝗺𝗺𝗲𝗿𝘁® : 𝗖𝗣𝗚 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗚𝗿𝗼𝘄𝘁𝗵 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿👇 #CPG #FMCG #ecommerce #retailmedia #analytics

Most brands today largely cater to cohorts within 15-50 age group. Are we overlooking the vast economic potential of India's 50+ age segment? 💲Large Total Addressable Market, Income, and Spending Power💲 ⏩ The TAM today is 12 crore Indians, over the age of 55 and is projected to grow to 30 crore by 2050, representing 20% of the population. (Deloitte) ⏩ 4 crore urban seniors have high disposable income, with over half spending ₹40,000-₹50,000 monthly. Their spending is expected to surge from $100 billion in 2020 to nearly $1 trillion by 2030. (Deloitte) ⏩ Amongst the premium NCCS A 45+ consumers, credit card ownership is actually 12% higher than the younger NCCS A 25-34 cohort. (Kantar) ⏩ Indian consumers aged 50-70yrs currently account for 15% of overall spending, a share that's rapidly growing. (BCG). 📺 Understanding Media Consumption Seniors wield substantial buying power, show strong brand loyalty, and influence younger consumers. Their media habits offer a unique opportunity: 🔵 85% of senior urban consumers in India watch linear TV with 70% consuming TV daily 🔵 55% are OTT viewers with half of them consuming it daily, 🔵 31% read newspapers with one-fourth reading every day. 91% of premium NCCS A seniors aged 50+ yrs consume content on TV. Having witnessed one of the finest eras in Sports, it’s not surprise that they have a high preference of 53% for viewing sports on television. (Kantar) 💭 Food for Thought for Startups 💭 As we explore the evolving needs of the senior demographic, it’s clear that there is plenty of scope to tailor products and services for this growing cohort. One can recall only a handful of categories that serve this audience – Travel, Banking & Insurance, OTC Pharma, Real Estate/ Infra... By actively addressing this segment, startups can build meaningful connections with this powerful cohort thereby unlocking huge business potential. Are you building for this untapped opportunity? Leave your thoughts and comments. #MediaForBrands #Marketing #brandbuilding #startups

📝 The Art of Crafting Effective Ad Copy in SEM: Mastering the Language of Clicks In the fast-paced world of Search Engine Marketing (SEM), the art of crafting compelling ad copy is a game-changer. Your ad copy is the voice of your brand in the competitive digital arena, and mastering this art can significantly impact click-through rates and conversions. Let's delve into the key elements that make ad copy truly effective. **1. Know Your Audience: The foundation of impactful ad copy lies in understanding your target audience. What resonates with them? What pain points do they seek solutions for? Tailor your language to speak directly to their needs and aspirations. **2. Craft a Captivating Headline: The headline is your ad's first impression. Make it count. It should be concise, engaging, and immediately convey the value proposition. Spark curiosity, use power words, and align it with the searcher's intent. **3. Focus on Unique Selling Proposition (USP): What sets your product or service apart? Clearly articulate your Unique Selling Proposition (USP). Whether it's a special offer, unique features, or exceptional service, let your audience know why they should choose you. **4. Conciseness is Key: In the realm of SEM, brevity is a virtue. Craft your message with utmost clarity and conciseness. Every word should add value. Eliminate unnecessary details and ensure that your message is easily digestible. **5. Create a Compelling Call-to-Action (CTA): The CTA is the bridge between interest and action. Whether it's "Shop Now," "Learn More," or "Sign Up Today," your CTA should be compelling and instigate immediate action. Make it clear what you want your audience to do next. **6. Speak the Language of Benefits: Shift the focus from features to benefits. How does your product or service improve the lives of your customers? Highlight the positive outcomes they can expect, creating an emotional connection that resonates. **7. Utilize Ad Extensions Wisely: Leverage ad extensions to provide additional context and information. Site links, callouts, and structured snippets can enhance your ad, offering users more reasons to click through and explore. **8. A/B Testing for Optimization: The journey to the perfect ad copy involves experimentation. Conduct A/B tests with different variations of your ad copy to understand what resonates best with your audience. Continuously refine and optimize based on performance data. In the realm of SEM, effective ad copy is a potent tool that can elevate your campaigns to new heights. By understanding your audience, communicating your USP, and continually refining your approach through testing, you'll master the art of crafting ad copy that speaks the language of clicks. 🚀💬 #SEM #DigitalMarketing #AdCopyMastery

One of the most valuable skills a retail entrepreneur can develop? Becoming an expert in not just your target demographic, but the trends shaping their behavior. It’s not enough to know who your customer is—you have to understand how they evolve, what motivates their spending, and what signals indicate where they’re headed next. An example: This report from McKinsey shows recent purchasing trends across incomes and generations. At first glance, it looks like consumers are cautiously optimistic across the board—but when you drill down into exactly who is spending on what, you see that the real story differs by generation, what kind of things they’re spending on, and whether they’re deciding to trade up or down when they shop. https://lnkd.in/eCbvXh6v

📺 Instore End Caps: are they the new Prime Time for #retailmedia? Retail Media is (still) dominated by online marketplaces: they provide high volumes of traffic and a proven search-based advertising model. And clearly, in ecommerce your segmented prime time is on the search results page with sponsored products. Retail Search could almost be called a channel all by itself. BUT I DON’T HAVE A MARKET PLACE 😨 But what if you as a retailer don't have a marketplace nor have a huge proportion of ecommerce? Can you forget about ever winning at retail media? RETAIL SEARCH IS NOT THE ONLY GOLDEN OPPORTUNITY 🥇 One thing I have learnt working in retail media over the years is that individual RMNs are very different and often unique. They differ along the following parameters: 🛒 Amount and depth of 1st party data (from membership and ecommerce) 🛒 Retailer brand strength 🛒 Frequency of consumer interaction 🛒 Proportion of own versus supplier brands 🛒 Range and size of product catalogue 🛒 Ecommerce and marketplace strength 🛒 Number of stores and footfall Top retail media voices are talking a lot about players with a strong presence in Ecommerce with marketplaces. It is a powerful model and it has also become an easy one. That is where you can do revenue share to start with retail media, where you can reach 80% gross margin and measure ROAS in a closed loop. But one of the big things happening in 2025 is the expansion of the connected store with digital screens. I call them the Amazon antidote for retail media networks. According to eMarketer research via Andrew Lipsman, stores carry massive media potential and can support much more advertising than online commerce at the current state of play. But all instore screens are not equal and retailers are only just learning to weave digital and physical user journeys together. 📺 Screens outside of stores: "here is a new brand" // "here is a product you can find inside the store" 📺 Welcome screens at the entrance: "here is new brand and here is an aisle you want to find a product in." 📺 End cap screens: "here is the product you want to buy today" 📺 In-aisle screens: "find the product right here" 📺 Exit screens: "here is a non-endemic brand (not sold here) you want to explore or an offer nearby" (cinema, restaurant, entertainment) The End cap screen is very visible. Every shopper will see it. Will it become the killer app for Instore retail media? Kristian Krohn Djurhuus, Jeremy Lewington, Mark Donohue, Nancy O'Brien, Michael Westheim #retailmedianetworks #instore

Yesterday, Amazon Ads dropped TWO announcements that are about to change retail media strategy. 1) Amazon Marketing Cloud is now self-service This is HUGE. Until now, AMC's sophisticated capabilities were locked behind barriers. You needed technical expertise, SQL knowledge, the whole thing. Not anymore. Any advertiser can now access these insights through intuitive, no-code templates with AI assistance. You can finally connect AMC learnings across your entire retail media strategy. Budget shifts, audience adjustments, keyword targeting, all of it unified in one place. 2) Creative and media activation are no longer separate. Amazon is rolling out integrated creative tools for Sponsored Brands, DSP, and more, so you can build, launch, and measure creative in one workflow. That means less lag time between concept and execution, as well as the ability to measure creative performance against campaign results in real time. The bigger picture is clear. Amazon just set the new standard for what retail media should look like.

A unique case study on capturing consumer attention in retail marketing. With brands investing in physical spaces to build deeper connections, the challenge is clear: How can they attract customers, increase brand awareness and stay top-of-mind in an oversaturated market? [ad] An example of this is Footlocker’s flagship store during the Paris Olympic Games. Earlier this year, the store used HYPERVSN’s cutting-edge technology to display intricate 3D visuals, creating a dynamic, eye-catching experience for passersby. As pedestrians strolled past, they could immerse themselves in Footlocker’s latest products, brought to life through holograms seemingly floating mid-air. In an age where attention is the new competition currency, HYPERVSN’s technology transformed Footlocker’s window displays into a living story, with products and logos captivating passers walking by the store. Recent studies have shown consumer demand for immersive retail experiences is on the rise. Shoppers now expect brands to provide engaging and interactive moments that go beyond traditional displays. In return, by investing in innovative display technologies, brands can: • Amplify Their Story
↳ Craft compelling displays that bring your brand to life, communicate your values, and attract new customers. • Enhance Customer Engagement
↳ Encourage interaction with dynamic content, like HYPERVSN’s floating visuals, drawing people in and encouraging exploration. • Stand Out in a Competitive Market
↳ Differentiate your brand with unforgettable, immersive displays that capture attention in an overstimulated retail environment. • Deliver Personalised Experiences
↳ Use digital signage and smart technology to tailor messages and promotions in real time, making shopping more meaningful. • Adapt Quickly to Trends
↳ Update displays effortlessly to reflect the latest trends, seasonal promotions, or product launches, keeping your brand relevant. According to Coresight Research, 88% of brands investing in virtual storefronts report a direct boost in sales, while Zendesk’s 2023 Customer Experience Trends report highlights immersive experiences as a key competitive advantage. - 2025 will be the year of exceptional customer experience. Consumers are craving memorable brand moments like never before. Watch the video and share your thoughts, do you think this is the future of retail marketing?

🎥 𝗥𝗼𝗯𝗹𝗼𝘅: 𝗣𝗵𝘆𝘀𝗶𝗰𝗮𝗹-𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗙𝘂𝘀𝗶𝗼𝗻 𝗶𝗻 𝗘-𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗲 𝗮𝗻𝗱 𝗔𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 Roblox's latest move is a game-changer for the retail and fashion sectors. With 216M users with an average spending of 12$ per day, brands and retailers are partnering with the gaming platform to capture and engage new audiences. I remember in an Amazon meeting almost 3 years ago, we were discussing the gamification advertising strategy and today is gaining presence in the industry. 🚀 Interactive Advertising: Video ads now join the traditional static images on Roblox, with options for autoplay or click-to-play. This increases engagement and visibility for your brand in a dynamic, interactive environment. Roblox has expanded access to this immersive format to all advertisers, making it easier to connect with the platform’s large Gen Z audience. 👗 Fashion Forward: Brands like HUGO BOSS and E.L.F. BEAUTY are early adopters. Imagine your latest collection showcased in a virtual world, enhancing brand presence among a tech-savvy, younger audience. 💼 Sophisticated Targeting: Roblox’s Ads Manager allows precise targeting, from audience demographics to engagement goals. This tool supports refined strategies for heightened brand awareness and interaction. 📊 Enhanced Measurement: Partnerships with IAS SOFTWARE and Kantar bring advanced metrics like 3D in-experience viewability and brand lift studies. Measure ad impact with precision in a bustling digital landscape. 💡 Innovative Revenue Streams: Video ads provide a new revenue channel for developers and advertisers alike, diversifying how brands monetize their online presence. 🛒 Retail in Roblox: With Walmart launching sales of physical products in Roblox, the lines between virtual advertising and real-world sales are blurring. The Walmart Discovered experience allows users to buy real-life products directly through a virtual interface, mimicking the traditional online shopping experience in an #immersive digital environment. 🖥️ Innovative User Interface: Shoppers interact with a virtual laptop inside Roblox, seamlessly shopping on Walmart.com, blending digital convenience with real-world service. 🛒 Virtual Preview, Real Purchase: Players can try virtual versions of products like stylish bags and tech accessories, then order them to their homes, linking virtual activities with tangible outcomes. 🌟 Vision for Future Growth: These initiatives reflect Roblox’s ambition to transition from a gaming platform to a comprehensive digital ecosystem, potentially modeling future digital platforms’ approach to integrating commerce and advertising. 💬 What’s Next? As Roblox explores programmatic buying and more robust ad measurement, how can your brand leverage these tools for innovative marketing strategies? #RobloxAds #DigitalMarketing #FashionTech #RetailInnovation #BrandEngagement LinkedIn News Europe 𝘗𝘪𝘤𝘵𝘶𝘳𝘦 𝘤𝘳𝘦𝘥𝘪𝘵𝘴: 𝘙𝘰𝘣𝘭𝘰𝘹

Microsoft is launching a new AI-powered solution that automatically generates banner ads in seconds called Retail Media Creative Studio. Retail Media Creative Studio enables advertisers to generate banner ad creatives in seconds simply by inputting a product’s URL. The generative AI tools ensure that these creatives conform to each retailer’s style guide, streamlining the process and minimizing the necessity for manual resizing or frequent adjustments. But the most promising component of this new solution is what happens after the ads are live. Microsoft Retail Media will use AI algorithms for in-flight optimization, selecting the most effective banner creative based on key metrics like click-through rates and sales conversions. This eliminates the need for time-consuming A/B testing and can increase revenue. Advertisers can use Retail Media Creative Studio to: - Transform a simple product photo into a lifestyle image with a simple prompt such as “put this sofa in a cozy living room.” - Generate tailor-made headline options using preferred words and phrases. - Crop and clean up any unwanted background or words in an image with a single click. - Modify all banner elements from imagery to headlines. This solution could be a game changer for digital advertisers - it not only reduces the back-and-forth between creative and media teams during editing tasks and frees up time for increased investment in strategic activities, but also because it will allow for creative to be automatically updated on the fly based on how it's resonating in market. We've tested using AI for our ads on Meta and Google, but my dream of an automated feedback loop between performance and creative optimization has been a pipedream so far. It's clear based on Microsoft's announcement though that the pipedream will soon become a marketing reality.