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… and the retail media announcements at Cannes Lions that you need to see

Everyone who was anyone has an announcement at a trade show. What was interesting at Cannes Lions this year was that this was that this was the first time that Retail Media press releases were linked to the event, writes Colin Lewis.

Secondly, the majority of these announcements were about extensions to existing media inventory or AI.

Here are five examples that caught the eye:

  1. Instacart and YouTube: Instacart is allowing advertisers to use its audiences and shopper data to target ads on YouTube. Brands will be able to target Instacart’s customers based on their past purchase history. YouTube viewers can click directly from a YouTube ad through to an Instacart product page and purchase. Instacart promises to give insight into the increment results each ad campaign delivers.
  2. Omnicom and Amazon Advertising: Omnicom announced a partnership with Amazon Ads that allows Omnicom’s planning and investment teams to access Amazon’s browsing, shopping and streaming insights to directly tie linear and CTV investment to purchases made on Amazon.
  3. CVS Media Exchange (CMX) and The Trade Desk: CMX is CVS’s retail media network is enabling self-serve for advertiser through The Trade Desk. Self-Serve is common in the US, and is the cornerstone of Amazon Ads, as it is used by agencies and big advertisers who have the capabilities. However, this is not the case for many UK retailers, where self-serve options are thin on the ground.
  4. Amazon Ad Relevance: Amazon Ads unveiled ‘Ad Relevance’, a cookieless ad targeting solution that uses AI to analyse the billions of browsing, shopping and streaming signals from across Amazon’s properties.This matches those insights against what content a consumer is viewing in real time.
  5. WPP + NVIDIA AI Production Studio: Whilst not directly Retail Media related, the launch of ‘Production Studio’, an AI-enabled, end-to-end production application by WPP using NVIDIA Omniverse, that automates the creation of text, images and video is a milestone that shows where Retail Media – and advertising in general – is going. Essential AI is going to transform content creation for advertisers and marketers. In this case, the first use case is creating interactive and PDP (Product Detail Page) content at scale.

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