The Garage: Tools For Retail Media Innovation Breaking the Code: How NBCU's SpotOn Unlocks Retail Media's Next Frontier with Shawn Makhijani
The convergence of retail media and premium CTV content is reshaping how brands connect with consumers through data-driven, targeted advertising across trusted media platforms. And, we’re talking about it all in the latest episode of The Garage.
Join hosts Dan Masamino and Evan Hovorka as they sit down with Shawn Makhijani, SVP of Business Development and Strategy at NBCUniversal, to explore the fascinating and powerful intersection of retail media networks and premium television content, particularly through the lens of their strategic partnership.
What You’ll Learn:
- How premium content and engaged audiences drive advertising effectiveness, cutting across traditional and streaming platforms
- Why partnerships between retail media networks and content providers require deep collaboration beyond simple programmatic connections
- The importance of balancing ad load and frequency caps to respect viewer engagement while delivering results
- How retail media brings closed-loop attribution and ROAS measurement to the CTV ecosystem
- Why democratizing access to CTV advertising through self-service platforms is transforming the media landscape
- How localization and relevance in content delivery create stronger connections between brands and consumers
- The parallel between trusted consumer brands and evergreen content in building lasting audience relationships
- Why flexible transaction models (from full-service to self-service) are crucial for meeting diverse advertiser needs
Tune in to find out how democratizing access to premium content through self-service platforms is reshaping the advertising landscape.
From sharing stories about small-town origins to exploring how to turn offline data into actionable insights, this episode of The Garage offers a clear look at how hyperlocal advertising can create new opportunities for brands, agencies, and retailers. It’s a conversation about using data smarter, scaling with precision and ensuring that every advertising dollar works harder in local communities, this episode of The Garage is not one you want to miss.
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