While in #Cannes, Kristi Argyilan, SVP, sat down with Beet.TV to discuss the evolution of retail media, the launch of Collective TV and opportunities for the industry to be more equitable. 💡 "We're not looking at impressions anymore. Now we're looking at 'did we sell a product and how much of it did we sell.'" Watch the full, bite-sized interview now! https://lnkd.in/guvtSjka
Kristi Argyilan | Beet.TV
Transcript
So retail media is just hitting its moment. It's been around for quite awhile. I, I remember, you know, it used to be shopper marketing, then it became retail media and it became retail media when these shopper marketing capabilities suddenly had figured out that they had access to all of this first party data based on shopper behaviors. And the fact that we can now start to build scaled audiences based off of real people doing real things. And when you think of the moment in time that we're in right now. As it cookies are coming out of the marketplace and now the advertising industry is looking for alternative ways to target high quality audiences. And the data that retails retailers can bring to the advertising ecosystem is actually an upgrade from where we've been in the past in the industry because now we've got real people doing really real things and the largest retailers know at least half of the US adult shopping population. So it's a real valuable. Addition to the ecosystem. In addition to that, we can then measure whether or not a business outcome happen. We're not looking at impressions anymore. We're now looking at did we sell a product and how much of it did we sell? So it's incredibly valuable. So as retail media grows up, what has to happen next to take it to the next level? The biggest thing is really just getting the systems and structures around it. And so we have retailers and anyone who's got a media network has spent a lot of time. Really organizing their data so that it can be used in multiple privacy appropriate ways. Now when you start to hand it over or figure out different partnerships, not that we would ever hand over our data. But when you provide access, you need to understand are the partners on the other side actually ready and set up to be able to benefit from the audiences that we can feed over to them to the sales data that they can start to look at. And I think that that just the systems and structures. Structures are not there completely yet. For us to be able to really enjoy all that retail media could do. What's it doing for the customer experience, It's actually making it better. And that's one of the promises that we have with all of our customers. Everything that we do is around what they have permissioned us to do and what they've signaled to us, what they have told us they want us to do. And so they are experiences become far more more personalized. They're given more of the offers that they want. They're seeing more suggestions for products that they're interested in. So it's a it actually allows us to personalize in a much better way and be able to give them the types of pricing and promotions that they're looking for. And so what's happening these days at Albertsons? What are some, you know, some interesting innovations or programs that you you're working on? Yeah, I think the one that we're talking about this week in particular, it can is what we're calling Collected TV. And so with Collective TV, what we've done is we've taken CTV Connected TV. And we've actually made it more manageable and that we're, so we're going to be talking a lot about that this week. This idea of there are some buyers that want to be able to DIY as we call it, they want to be able to buy connected TV, CTV in whatever way they want to. So we have our audiences and our measurement available through the Trade Desk and we have some that require kind of a premium or a managed service way of engaging with CCTV. And so we've got a partnership with Google and V 360 and we can actually customize what they need based on audiences and measurement. And then the third one is that we actually will have more announcements coming in the next couple of months around how we call it publishers, but really media companies. So how can the big media companies now use retail media to to show more accountability than what they've ever been able to in the past? So what excites you about the year ahead? Well, I, you know, I've been in, I've been on all sides of the media business. So I've done the, I've done the agency side, I've been on the buy side, I've been on the brand side and run the media capability of measurement and social and all of those capabilities. And now to be sitting in this spot where I can understand where the gaps sit in the industry and the fact that retail media can actually fill the, some of those gaps is super exciting for me. And it's been, I call it kind of my life's work. Because I, I understand how the industry where there are some opportunities for the industry to be more, I'll call it equitable. You don't have to have walled gardens here, have to have winners and losers. It's like everyone can grow their businesses together. And I think retail is in retail media are really in a perfect position to do that.To view or add a comment, sign in
Founder and CEO at Beet.TV
5dKristi is the best! Thanks for spending time with Beet.TV at the Cannes Lions International Festival of Creativity!