Bas on Marketing Report: retail media is about provable sales

Bas Oudejans joined Peter Wybenga on Marketing Report on New Business Radio. The conversation covered the growth of retail media, the opportunity for mid-sized and smaller retailers, and how to turn reach and store data into advertising revenue.

The core of it, in one line from Bas: “Google knows what you search for, Facebook knows what you like, and a retailer knows what you buy.” Whoever can tie an ad to the number of extra products it sold has a proposition for advertisers and agencies that no other channel can offer.

For large retailers this is a mature business by now. For mid-sized and smaller retailers it is different: the digital touchpoints are there, the scale and expertise to sell them usually are not. “More and more retailers read in the trade press how big the potential is. They dig in, sometimes buy technology themselves, and then discover that actually bringing in those advertising budgets is quite hard.”

That is where our work sits. We sell on behalf of retailers, bundle the inventory of several retailers so that together you can become number three or four in a large advertiser’s media plan, and help with propositions, pricing, technology and data. The principle is always additional revenue: existing trade marketing budgets stay intact. Because we know that approach works, we can work no cure, no pay.

Bas also talked about the partnership with Wundermart: around a hundred screens in unmanned stores in hotel lobbies that we will be selling to advertisers and agencies.

The full article (in Dutch) is on Marketing Report: Bas Oudejans: Retail media draait om aantoonbare verkoop.

Curious what this means for your stores? Request the free retail media scan or plan a coffee.