Holiday greetings from ad agencies are typically boring affairs and they’re easy to toss aside after a quick glance. Public Inc., a full-service social impact agency, decided that another holiday yawn would not do. So they left a mark.
At this rate, 2020 is going to develop a complex. There were also good things that occurred in 2020.
I think it’s good to see the events of 2020 for that they were—extremely clarifying. Now we know how vulnerable we are as individuals, as workers, and as Americans.
Our culture has been exposed for what it is. In America, we value the individual over all else. It’s a disease of the mind and spirit, but we’ve made it into a mythic mountain when it’s a pile of sand.
Can Brands Breakthrough Isolation and Angst?
I continue to bring the state of our American disarray and division forward in these pages for a reason. Advertising, marketing, and media pros must sail their brands into this wind and find a way to make direct connections with prospective customers.
For more than a century, brands have relied on media vehicles to advance their marketplace position and corporate agendas. But so many American media vehicles are tainted or falling apart.
Today, savvy brands are self-reliant and focused on sharing their best stories on their own channels and in highly targeted digital spaces.
Retailer Media Is A Highly Targeted Digital Space
Zenith reports notes that digital transformation is rapidly shifting budgets to digital advertising. By 2023 Zenith expects digital ads to account for 58% of all global ad spend.
“The pandemic has permanently changed consumers’ shopping habits, and for many, eCommerce has become the norm,” said Lauren Hanrahan, Chief Executive Officer, Zenith USA. “Retailer media offers brands the opportunity to connect with consumers at the most crucial point of the customer journey when the final purchase decision is made.”
According to Digiday, as retailers like Walgreens, CVS, and Home Depot roll out new retail media networks they are playing catch up to Amazon, Walmart, and Target.
According to eMarketer, “In the age of price transparency, many retailers are finding topline growth and margins harder to come by. Building out advertising as a secondary revenue stream promises incremental growth coupled with an attractive margin profile that can improve retailers’ financial prospects.”
These in-house networks provide extra income for the retailers, but Hanrahan already made the case for retailer media: Make an impact at the point of sale or fail.