Next in Media Why Amazon is Trying to Downplay its Retail Media Dominance
Dec 3, 2024
Zach Ricchiuti, Head of Retail Media at Kepler, dives into the evolving eCommerce landscape and shares insights on retail media strategies. He discusses the shift from Cyber Monday to a two-week sales marathon, emphasizing the importance of off-platform advertising. Ricchiuti highlights Amazon's dominance in retail media through advanced ad tech and success measurement. He also explores holiday shopping dynamics, including the growing trend of last-minute gifting and the impact of new social media opportunities for brands.
AI Snips
Chapters
Transcript
Episode notes
Cyber Week Marathon
- Cyber Week is now a two-week marathon, changing how brands approach e-commerce.
- The focus has shifted from single-day peaks like Black Friday and Cyber Monday.
Cyber Week Ad Strategy
- Start top-of-funnel brand marketing 6-8 weeks before Cyber Week.
- Focus real-time optimization on endemic, on-site, and off-site programmatic ads during the event.
Retail Media Savviness
- Many retail media networks sell media packages to brands less familiar with media buying.
- This often leads to brands not fully understanding off-site advertising strategies like viewability.