Full Power on Data and Retail Media
Fragmented media, cookie opt-outs, changing user behavior: the irreversible and massive upheaval in the media landscape, media usage, and purchasing behavior is creating significant gaps in the communication of retailers and companies.First-party customer data has gained massive importance in this context.
Data has become the central asset that enables every advertiser to effectively address people as we go into the future.
Retail Media is a unique opportunity to present brands and products in environments where relevance, visibility, and acceptance are high, where paths to customers are very short, and where context is most natural. The Mediaplus Group has invested substantially in first-party data and retail media competence, including acquisition of the LAYA Group, to meet the changing requirements in the media and advertising landscape.
The result is data-centered and AI-based 360-degree consulting and support for retailers and advertisers: Retail media technologies, data & analytics, CRM & loyalty products from the LAYA Group have been synergistically combined with the Mediaplus Group AI-based and data-centered technology and toolset, as well as its full spectrum of media services.
Our goal: We enable retailers and advertisers to fully leverage the many opportunities of first-party data and retail media.
Mediaplus acquires the LAYA Group
Mediaplus has acquired the LAYA Group, substantially investing in further competence in the first-party data and retail media segments. Through this integration, a data-centered AI-based 360-degree consulting and support solution for retailers and advertisers has been created.
OUR RANGE OF SERVICES NOW ENCOMPASS THE FOLLOWING CENTRAL BUSINESS AREAS:
DATA & ANALYTICS
Through the creation of a consistent product and data solution, we help advertisers precisely target their audiences and promote individual purchasing decisions.
The foundation here is a constantly growing pool of secured first-party customer data, combined with AI-based tools, as well as the full spectrum of Mediaplus services for media, data, and analytics. In addition to data sharing and mutual data enrichment between partners, there is a strong focus on externally marketing the data pool to close communication gaps created by changes in media usage and the end of cookies.
RETAIL MEDIA
Mediaplus provides consulting and support to retail clients who want to expand into publishing. OR: drive growth through publishing. To enable this, we have created an end-to-end solution for retail clients covering all relevant areas: market standards, technological implementation, GDPR-compliant data pooling, reach bundling, data differentiation, targeting approaches, advertising formats, and cross-funnel measurability of advertising effectiveness.
Advertisers also get a comprehensive solution for retail media as an additional data-centered component in their media strategy.
TECHNOLOGIE & DATENBASIERTE SERVICES
We understand the crucial role of data for business success. With expertise in technology, advanced analytics, and CRM, we provide tailored solutions for data-based challenges. From efficient data collection to analysis with state-of-the-art technology, we help companies maximize the value of their data. Together, we unlock potentials, optimize business processes, and create personalized customer experiences.
"Structural changes in the media landscape and consumer behavior require new solutions for communication measures. The elimination of cookies is transforming the market. As an agency, we must develop contemporary solutions to continue identifying target groups and guiding consumers data-driven along their purchasing decision."
Mediaplus
OUR CONVERSATION OFFER
Our experienced team of experts is available at any time to support you in achieving your marketing goals. Contact us today and find out how we can help position your business successfully in the digital world.
Our Experts
FAQ Retail Media
Retail Media refers to advertising opportunities available in retailers’ digital environments, such as on their websites or apps. Unlike traditional advertising forms, Retail Media provides direct access to the retailer's customers and enables more targeted messaging based on shopping behavior and other data.
Retail Media offers the opportunity to conduct more targeted and effective advertising campaigns by giving media agencies direct access to the retailer's customers. For clients, this is a chance to reach their target audiences where they are already shopping.
The benefits of Retail Media include more precise targeting, higher relevance of advertising messages, better integration into the customer's shopping process, and often better traceability of advertising effectiveness.
Typical platforms and channels for Retail Media include retailer websites, apps, and digital advertising spaces, as well as their physical stores.
By using the data and insights from Retail Media, we tailor your campaigns more closely to the needs and behaviors of your target audiences, optimizing your advertising messages, and maximizing the ROI of your campaigns.
Data and targeting play crucial roles in Retail Media, as they allow for advertising to be tailor made, based on the shopping behavior, interests, and other characteristics of target audiences.
Together we achieve this by strategically planning your campaigns, leveraging relevant data and insights, developing creative advertising messages, continuously optimizing, and closely measuring campaign performance.
Creativity and content play crucial roles in developing advertising campaigns for Retail Media platforms, as they help attract target audience attention, build emotional connections, and ultimately influence purchasing behavior. By creating engaging and relevant advertising content, brands can effectively communicate their messages and stand out from the competition. It is important to develop creative ideas that take into account the specific characteristics of target audiences and retailers, as well as to create content that provides value to customers and encourages them to take action.
