Editor’s Note

‘Shop Now,’ Cry Later

PETER BREEN, EDITOR-IN-CHIEF

As I checked the hockey scores when remarketing was raging and I couldn’t on NHL.com the other night, on NHL.com the other night, make a work-related visit to a business I ran into an ad for my favorite chocolate software provider’s website without being candy brand. “Shop now,” it invited me, and stalked (and it really felt that way) with when I took the click-bait it brought me to a related ads for days wherever I went online. landing page on the brand’s website. There, Those software providers had no I was given the choice of four retailers way of knowing that I wasn’t really a from which to buy something – although potential customer (just an editor looking through the magic of real-time inventory for information). But they should have tracking I learned that one of them was out considered the very strong likelihood of stock. that, even if I were, I had no interest in

Soon after, I rabbit-holed my way to considering their product at night as I the Philadelphia Inquirer’s website (to checked sports scores. CPGs now have to nd something related to Bu alo Bills’ consider that, too. free agent opportunities, I think) and So should retailers, of course. In the encountered a “Save Now at Costco” ad for intensifying gold-rush race to develop o a 48-count box of a far healthier snacking platform opportunities for their retail media option, granola bars. networks, they need to remember what

I didn’t pursue either purchase (although, makes their assets such ideal advertising in the interest of full disclosure, I did hit vehicles in the rst place: proximity the kitchen soon after to see what we had to shoppers in relevant situations, the in the house). I have fully embraced online consumer “in shopper mode” rather than grocery shopping, and am even trying to simply a click or two away from buying. Just get my 89-year-old mother to do the same, because consumers can shop at any time but I’m not yet at the point where snack doesn’t mean they’ll want to. shopping is a stand-alone digital “impulse” One of my favorite moments during occasion. the Retail Media Forum the Institute

The Institute’s editors have come across hosted in March came when Spencer a variety of “shoppable media” campaigns Baird of Inmar Intelligence advised in recent weeks, as you’ll see in this month’s retailers to stop planning media networks Activation Gallery (page 42). Digital and start building marketing networks. technology has made it possible for every The di erence? The former involves online branding moment to be a targeted “Monetizing [the audience] hoping you call to action, complete with direct links to meet shopper needs” vs. “Meeting needs relevant points of purchase. “All the world’s trusting that you’ll sell a lot more,” Baird a stage” is still a relevant quote (as TikTok explained. (Read a full overview of the surely illustrates), but for marketers, “All the event on page 10). world’s a store” seems to be true as well. From the consumer perspective, that’s

If legitimate, that fact o ers many the di erence between bothering me while opportunities for marketers but some I’m looking up hockey scores and actually potential pitfalls as well. The increasing reaching me when I want to buy some volume of “Shop Now” ads being deployed snacks. And for marketers, it’s probably the has me ashing back about four years, di erence between failure and success.

Editor-in-Chief Peter Breen, pbreen@ensembleiq.com Executive Editor Tim Binder, tbinder@ensembleiq.com Managing Editor Charlie Menchaca, cmenchaca@ensembleiq.com Associate Director/Content Patrycja Malinowska, pmalinowska@ensembleiq.com Associate Editor/Content Cyndi Loza, cloza@ensembleiq.com Associate Editor/Content Jacqueline Barba, jbarba@ensembleiq.com Editor Emeritus Bill Schober, bschober@ensembleiq.com Director – Production Ed Ward, eward@ensembleiq.com Creative Director Colette Magliaro, cmagliaro@ensembleiq.com Art Director Michael Escobedo, mescobedo@ensembleiq.com

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