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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.
20:53
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Quick takeaways
- The evolution of holiday shopping trends reflects a shift from traditional events like Black Friday to a more extended 'Cyber Week marathon' for brands.
- Retailers are increasingly investing in off-platform advertising strategies across social media and connected TV to expand their market reach.
Deep dives
The Shift in Holiday Shopping Dynamics
The traditional pattern of holiday shopping is evolving, with the Black Friday and Cyber Monday events becoming less central to consumers' buying decisions. Instead, the shopping season is stretching over a two-week period, indicating that brands are recalibrating their marketing strategies accordingly. With sales now launching earlier and extending beyond Cyber Monday, the focus is shifting to sustaining consumer engagement throughout the entirety of the shopping season. This change highlights the necessity for retailers to adapt their tactics to meet the demands of a more distributed shopping timeline.
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