Time For A Reset Marketing Podcast: Insights from Global Brand Marketers · Overline

Episode 72 - Strategies and Success Stories in Retail Media with Experts from Boots, Co-op, Circana, and Criteo at MAD//Fest 2024

·46 min

This episode of Time For A Reset Marketing Podcast features host Paul Frampton-Calero and four retail media experts: Carl Carter from Circana, Dean Harris from Co-op, and Jill from Criteo, recorded live at Madfest London. They dissect the explosive growth of retail media networks, analyzing key drivers and contrasting the UK and US approaches. Carl Carter identifies the deprecation of third-party cookies as a primary catalyst, forcing advertisers to seek new, precise data sources which retailers inherently possess. He notes retailers are motivated by the allure of high-margin revenue streams beyond traditional product sales. Dean Harris emphasizes retail media's alignment with core industry shifts, offering known behavioral data for targeting, closed-loop measurement for CFOs, and consistent reach in a fragmented media landscape. Jill from Criteo adds that organizational change within retailers, moving media into boardroom discussions, is a critical enabler for this sector's maturity. The conversation highlights a major transatlantic difference: the US market leverages vast scale for programmatic and offsite retail media, while UK retailers focus more intelligently on owned and operated assets like e-commerce sites and in-store shopper media. Dean Harris explains Co-op's specific strategy targets convenience missions, aiming to complement, not compete with, larger supermarket media networks by capturing frequent, low-value transactions. A surprising insight is that growth currently stems from brands reallocating performance marketing budgets, not traditional brand or media agency pots. Carl Carter critiques the industry's past over-reliance on flawed measurement solutions like multi-touch attribution (MTA), advocating for a reset towards verified third-party measurement. Jill proposes a fundamental reset of the traditional marketing funnel, suggesting brands should start with deterministic product and purchase data to understand customer biorhythms before layering on marketing activities. Dean Harris offers candid self-critique, admitting the industry spent too long on promises and should have proactively moved to prove incrementality for brand clients. The tone is conversational and educational, flowing from a live event panel discussion into deeper one-on-one interviews filled with practical examples. This episode is ideal for marketing leaders, media professionals, and anyone in the retail or CPG sectors seeking a strategic, nuanced understanding of retail media's operational realities and future direction. Listeners looking for a basic, introductory primer on the topic might find the detailed market comparisons and strategic critiques too advanced.

As heard by us

A clear take on retail media's growth, privacy pressure, and the need to stand apart.

Recorded live from Madfest in London, this episode treats retail media as a real strategic problem, not a passing buzzword. Paul Frampton-Colero talks with retail media leaders about why the space keeps drawing attention, why it is growing fast, and how the UK and US are…

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Why you'd press play

Retail media's biggest questions, asked live from Madfest in London.

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