The mighty Cannes Lions has roared, but what was whispered out of earshot? This week, TWIRM has the inside scoop on all the retail media chatter from the Croisette.
TWIRM is, of course, the This Week in Retail Media podcast hosted by Kate Dickson, Head of Marketing and Communications, Retail Media, STRATACACHE. This week, Kate catches up with Ben Reynolds, VP of Business Development at STRATACACHE and leader of Walkbase, its industry-leading measurement and analytics division. It was Ben’s first Cannes Lions and he joins Kate to spill the retail media tea (and maybe an Aperol Spritz or two).
One hot topic buzzing around the Croisette, Ben reveals, was the potential for cross-platform attribution from online to on-site. “I can literally now see that a customer watched an ad on Netflix and went into a Kroger and bought pet supplies, and (attribute that) to the advertising,” he tells Kate. “That’s a game changer.”
And it’s a capability that is driving the wave of partnerships between retail media networks and streaming platforms, social media giants, and connected TV providers, a number of which were announced across the Cannes festival.
If there was one big takeaway from Cannes, it is that retail media is finally getting the respect it deserves, Ben shares, with brand executives, retail leaders and media professionals going all-in on in-store data measurement. Other hot topics included around how measurement could reshape in-store creative strategy, and the growing hunger for measurement standardization.
Click here to listen to Ben and Kate’s deep dive into all the buzz from this year’s Cannes.
