Shoptalk 2024, the premier event for retail and e-commerce professionals, brought together industry leaders to discuss the latest trends and innovations shaping the future of retail. As the retail landscape continues to evolve, here are four key takeaways from Shoptalk 2024: 1. The continuing rise of retail media networks The evolution of retail media is propelling us into a new era of advertising and first-party data monetization. Retailers are using their valuable first-party data to offer targeted advertising opportunities on both their owned and operated channels -- from sponsored content to personalized ads -- and through offsite programmatic ads. However, the full potential of retail media networks (RMNs) is hindered by challenges in understanding and targeting shoppers beyond retail data, reaching customers across channels and validating measurement. To unlock the true value of RMNs, and turn these challenges into opportunities, companies should focus on four areas: Gain insights: Learn more about your customers and the customers your marketing partners care about. Create audiences: Use enriched data to build addressable audience segments for advertisers to target. Maximize reach: Expand your addressability and monetize your data on and off platform. Demonstrate success: Validate marketing impact by connecting ad exposures to outcomes. “It was evident at Shoptalk 2024 that the rise of retail media is unstoppable. The conversations, collaborations, and insights shared at the event cemented the position of retail media networks as the driving force behind the future of commerce.”Alison Hofelich, Sr. Account Executive, Big Box Retail & Grocery 2. Content-led commerce Content is becoming increasingly pivotal in driving commerce, with retailers investing in shoppable video to stimulate conversations and foster customer engagement. While video may not always lead to immediate transactions, it can start dialogues, offering retailers a platform to enhance customer loyalty and influence future sales. Retailers talked about their focus on connecting with Gen Z on a deeper level. PacSun highlighted initiatives like the launch of a gender-fluid line and continuous engagement with young consumers via social media for feedback. Additionally, PacSun talked about embracing "conscious capitalism" by co-creating with influencers and customers, recognizing the growing consumer preference for brands that make a positive impact. By collaborating with influencers and using user-generated content, retailers can create authentic experiences that resonate with their customers. 3. Data privacy and trust With data playing a central role in retail strategies, ensuring data privacy, and building trust with consumers are imperative. Retailers must prioritize transparency and security to safeguard customer information and nurture long-term relationships. While the focus may currently be on capturing Gen Z market share, businesses need to anticipate shifts in consumer demographics and adapt their strategies accordingly. Using customer data in a privacy-compliant way enables retailers to implement effective personalization strategies that drive long-term engagement and loyalty. “Retail media networks were at the center of Shoptalk 2024. In addition to retail media networks, the seamless integration of data to enhance customer personalization and the rising importance of targeting Gen Z were recurring themes."Kai Rood, Account Executive, Retail Apparel 4. The time to embrace AI is now Technology continues to drive innovation in retail, with advancements in AI reshaping the shopping experience. From virtual try-ons to personalized product recommendations, retailers are using AI to engage consumers and enhance product discovery. Testing and learning are essential for AI implementation, as companies navigate the risks and rewards of technological innovation. Navigate the future of retail with Experian Shoptalk 2024 provided invaluable insights into the future of retail, highlighting the importance of retail media networks, content-led commerce, data privacy, and tech innovation. By embracing these trends and innovations, retailers can position themselves for success in an ever-evolving marketplace. At Experian, our solutions are tailored to empower businesses in navigating this dynamic landscape. Through our Consumer Sync solutions, we bridge the gap between online and in-store touchpoints, ensuring a unified strategy for reaching audiences across channels and evaluating campaign performance. Our Consumer View solutions enable you to tap into 5,000 demographic and behavioral attributes to fill in any gaps on your customer. Go beyond category buyers by combining your first-party data and Experian's top ranked data to build custom audiences that lead to higher ROI for your advertisers. Connect with a member of our team today to get started. Get started Latest posts

Explore the impact of cookie deprecation on digital marketing and learn strategies to adapt using ethical data practices and first-party data.

As the vibrant colors of spring emerge, so do opportunities for marketers to engage with their audience in fresh and meaningful ways. Crafting effective spring advertising campaigns requires a deep understanding of your target audience. In this blog post, we'll explore five key audience categories, each presenting unique opportunities for impactful spring advertising campaigns. Spring cleaning and home improvement Embrace the energy of renewal associated with spring cleaning. Target audiences interested in home improvement and organization with Experian syndicated audiences like "Gardening Mothers" or "Home Improvement & DIY Frequent Spenders." Share tips, hacks, and products that align with the desire for a fresh start, turning mundane chores into exciting opportunities for your brand to shine. Here are 6 audience segments that you can activate to target consumers focused on spring cleaning and home improvements: Purchase Transactions > Household Goods > Frequent Spenders Purchase Predictors > Shoppers All Channels > Home Maintenance and Improvement Purchase Transactions > DIY and Advice Seekers > High Spenders Purchase Transactions > Home Improvement/DIY > High Spenders Retail Shoppers: Purchase Based > Home Improvement & DIY > Hardware & Home Improvement Retail Shoppers: Purchase Based > Shopping Behavior > Big Box and Club Stores: Walmart Frequent Spenders Gardening Spring is the time when consumers are investing in gardening equipment for lawn care. Here are a few audience segments you can activate to target consumers focused on gardening: Retail Shoppers: Purchase Based > Home Improvement & DIY > Garden & Landscaping Stores: Frequent Spenders Lifestyle and Interests (Affinity) > Hobbies > Gardening Lifestyle and Interests (Affinity) > Moms, Parents, Families > Gardening Mothers Purchase Predictors > Shoppers All Channels > Lawn and Garden Movers and new homeowners Did you know? 44% of new homeowners are between the ages of 25-39*. Improve engagement for your spring targeting by pairing our new homeowner audiences with our Demographics > Ages > 25-29, 30-34, and 35-39 syndicated audiences. Here are a few you can activate now: Life Events > New Homeowners > Last 6 Months Life Events > New Movers > Last 12 Months Mother's Day: Unveil the perfect gift Appealing to the emotion of gratitude and love, Mother's Day is a significant occasion for marketers. Activate Experian syndicated audiences such as "Mother's Day Shoppers" and "Florists & Flower Gifts High Spenders" to tailor your spring advertising campaign toward those likely to purchase heartfelt gifts. Share ideas and promotions that resonate with the nurturing and caring spirit of this celebration. Here are 6 audience segments that you can activate to target consumers getting ready to celebrate Mother's Day: Retail Shoppers: Purchase Based > Seasonal > Mothers Day Shoppers Spenders Lifestyle and Interests (Affinity) > Moms, Parents, Families > Mothers with 2+ children Mobile Location Models > Visits > Mothers Day Shoppers Lifestyle and Interests (Affinity) > Moms, Parents, Families > Moms Age 25-54 Mobile Location Models > Visits > Jewelry Retail Stores Retail Shoppers: Purchase Based > Shopping Behavior > Florists & Flower Gifts: High Spenders Father's Day: Celebrate Dads in style Highlighting the significance of paternal bonds, Father's Day is an excellent opportunity to showcase thoughtful gifts and experiences. Engage the "Father's Day Shoppers" or "Growing and Expanding families" with content and products aligned with their interests. Craft a campaign that acknowledges the varied roles fathers play and the unique gifts they would appreciate. Here are 6 audience segments that you can activate to target consumers getting ready to celebrate Father's Day: Retail Shoppers: Purchase Based > Seasonal > Fathers Day Shoppers Spenders Mobile Location Models > Visits > Fathers Day Shoppers Mosaic - Personas - Lifestyle and Interests > Group M: Families in Motion > M45 - Growing and Expanding (Young, working-class families and single parent households that live in small city residences) Geo-Indexed > Demographics > Presence of Children: Ages: 7-9 Lifestyle and Interests (Affinity) > Activities and Entertainment > Home Improvement Spenders Life Events > New Parents > Child Age 0-36 Months Plan for the 2024 TV Upfronts When gearing up for the 2024 upfronts, you can expand your TV planning by incorporating diverse audience categories into your spring advertising campaigns. It's not just about targeting a demographic; it's about captivating your unique audience. Whether it's cord cutters, ad avoiders, avid streamers, or households that watch TV together, understanding and engaging with these distinct segments is paramount. To maximize impact, use comprehensive TV data that goes beyond broad demographics.  Here are 6 audience segments that you can activate as part of your TV planning strategy: Retail Shoppers: Purchase Based > Entertainment > Streaming/Video/Audio/CTV/Cable TV: Cable/Broadcast TV: Cord Cutters: Recent Retail Shoppers: Purchase Based > Entertainment > Streaming/Video/Audio/CTV/Cable TV: Streaming Video: High Spenders Television (TV) > Ad Avoiders/Ad Acceptors > Ad Avoiders Television (TV) > TV Enthusiasts > Paid TV High Spenders Television (TV) > Ad Avoiders/Ad Acceptors > Ad Acceptors Television (TV) > Household/Family Viewing > Pay TV/vMVPD Subscribers Households To find consumers who are most likely to engage with your TV ads, you can layer in our TrueTouchTM engagement channel audiences: TrueTouch: Communication Preferences > Engagement Channel Preference > Digital Video TrueTouch: Communication Preferences > Engagement Channel Preference > Streaming TV Summer preparation: Anticipate the fun ahead As spring transitions to summer, help your audience gear up for the upcoming season. Target "Summer break travelers" or "Memorial Day Shoppers" with offerings that align with their summer plans. Whether it's fashion, travel essentials, or outdoor gear, position your brand as an essential companion for their summer adventures. Here are 6 audience segments that you can activate to target consumers getting ready for summer: Mobile Location Models > Visits > Summer Break Travelers Retail Shoppers: Purchase Based > Seasonal > Summer Sales Event Shoppers: Independence Day Shoppers Retail Shoppers: Purchase Based > Travel > Vacation/Leisure Travelers: Summer Trips Mosaic - Personas - Lifestyle and Interests > Group B: Flourishing Families > B09 - Family Fun-tastic (Upscale, middle-aged families with older children that live in suburban areas and lead busy lives focused on their children) Mobile Location Models > Visits > Memorial Day Shoppers Retail Shoppers: Purchase Based > Seasonal > Summer Sales Event Shoppers: High Spenders: Memorial Day Shoppers Did you know? Consumers between the age of 45-49 make up the largest percentage of top apparel shoppers*. Improve engagement for summer apparel shopping targeting by refining your audience with our Demographics > Ages > 45-49 syndicated audience. Spring into effective advertising with Experian’s syndicated audiences For spring advertising campaigns, understanding your audience is the key to success. By activating Experian's syndicated audiences, you can refine your approach and resonate by activating specific segments. Embrace our syndicated audiences so you deliver campaigns that not only capture attention but also build lasting connections with your audience. As you embark on this spring marketing journey, remember – the possibilities are as endless as the blossoming flowers. Connect with our audience team You can activate our syndicated audiences on-the-shelf of most major platforms. For a full list of Experian's syndicated audiences and activation destinations, download our syndicated audiences guide below. Download our syndicated audiences guide Check out other seasonal audiences you can activate today. Take me there Footnote *Experian looked at our demographic and purchase-based data to understand retail trends over the past year. Our demographic and purchase-based data covers credit and debit card usage across 500 top merchants. Latest posts

In the post-cookie landscape, staying ahead requires innovative strategies and partnerships. This case study dives into how MiQ, a leader in the cookieless era, strengthened its Identity Spine with the integration of Experian's cross-device Graph. Challenge MiQ faced a pivotal challenge in avoiding a static approach to strategies and partners while evolving its cookieless initiatives. MiQ aimed to build omnichannel interoperability by integrating privacy-first partners into its Identity Spine. MiQ's primary objectives included: Reaching target audiences in privacy-compliant ways. Expanding their cookieless targeting solutions. Maintaining or increasing the scale expected from cookie-based targeting. Solution To address these challenges, MiQ strategically incorporated Experian's cross-device Graph into its proprietary Identity Spine. MiQ's Identity Spine seamlessly connects over 60 cookieless data feeds and 25 ID solutions. The integration allowed MiQ to: Create a unified view: MiQ now has a unified view of its clients' target audiences, enhancing its understanding and targeting capabilities. Increase scale: By matching first-party data to multiple universal IDs, MiQ expanded its reach across devices, contributing to a 51% increase in seed audience reach and a 64% increase in universal IDs. Improve efficiency: The combination of Experian's data with MiQ's Identity Spine facilitated cross-device ID resolution, leading to more accurate measurement and reporting. Experian's global data coverage complemented MiQ's regional expertise, amplifying global reach and adaptability to changing regulations. "Experian's Graph has bolstered our already comprehensive, multi-ID Identity Spine with incredible data on cross-device ownership and cross-channel behavior."Georgie Haig, Strategy and Partnerships Director, MiQ Digital Results The integration of Experian's data solution significantly contributed to the success of MiQ's Identity Spine expansion. The results speak volumes: A 51% increase in seed audience reach across devices. A 64% boost in reaching audiences through universal IDs. Experian's Graph added 6.5 devices to each matched IP address, enhancing scale and targeting capabilities. A 70% match rate in associating MiQ-provided IP addresses with universal IDs. These outcomes showcase how Experian's Graph empowered MiQ to find, grow, and measure customers across screens, providing a future-proofed solution for evolving industry challenges. Evolve your cookieless strategies with Experian MiQ's Identity Spine sustains its success through a robust data partnership with Experian, a partnership that continuously evolves as MiQ explores expanded applications of our products. The exploration aims to further enrich MiQ's data-driven solutions. Download the full case study to uncover the strategies that empowered MiQ's successful expansion of its Identity Spine with Experian's Graph. Your path to navigating the cookieless landscape, enhanced targeting, and measurement starts here. Download the full case study About MiQ Digital  MiQ is a global programmatic media partner for marketers and agencies, with 19 offices across Europe, North America, and the Asia-Pacific region. They specialize in connecting data from multiple sources to solve business problems for their clients. They are ​award-winning experts in data science, analytics, and programmatic trading, focused on ensuring clients' media investments are spent on the right audiences in the right environments.  To learn more, please visit www.wearemiq.com.  Latest posts

Retail media network advertising strategies based on benchmarks and trends seen with Walmart, Amazon, and more RMNs.

As we approach the 2024 election season, the advertising landscape is poised for tremendous growth, with political ad spending projected to surpass $10 billion. With Kamala Harris entering the race, spending priorities have moved, especially in key states like Ohio, where the Senate race alone has already seen $300 million in ad spending. Connected TV’s (CTV’s) share of political ad spending is set to jump from 2.7% in 2020 to 12.8% this year. The Harris campaign is leading the charge, allocating $200 million for digital ads, much of which will go to streaming platforms.  During this political campaign marketing season, effective audience targeting is crucial, as it holds the potential to sway voters, shape public opinion, and ultimately determine election outcomes. In this blog post, we'll highlight political audiences that can assist political campaigns and organizations in connecting with their desired audiences in a meaningful and impactful way. Three political campaign marketing audience categories Over 240 politically relevant audiences are available on-the-shelf of leading TV, demand, and supply platforms to help your political partners gain share based on three political audience categories: Political affiliations Political personas Relevant ballot initiative audiences Let's break down each category and which audiences you can use in your political campaign marketing to target voters this upcoming election season. Political affiliations Target audiences could include those who are likely to be in the Democratic, Independent, or Republican parties, or are likely to not be registered to a political party. Our political affiliation audiences use a foundation of voter registration data with Experian's advanced statistical models to reach voters at scale, based on their political party. Here are four audience segments that you can activate to target voters based on their predicted party affiliation: Political Affiliation > Democrat Political Affiliation > Republican Political Affiliation > Independent/Other Political Affiliation > Unregistered Political personas One key target audience could be voters who are likely to be influenced by a political candidate's renewable energy program. Additional target audiences could include those who are likely to be influenced by a candidate's position on the economy or healthcare. Here are 10 audience segments that you can activate to target voters based on their viewpoints on key political issues: Political Personas > Political Unregistered Liberal Leaning Political Personas > Political Unregistered Conservative Leaning Political Personas > Committed Democrats Political Personas > Moderate Democrats Political Personas > Political Leaning Liberals Political Personas > Liberal Leaning Independents Political Personas > Conservative Leaning Independent Political Personas > Political Leaning Conservatives Political Personas > Moderate Republicans Political Personas > Committed Republicans To reach voters who believe the environment is a key political issue, you can layer in our GreenAware audiences with our Political Personas audiences: GreenAware > Behavioral Greens GreenAware > Think Greens GreenAware > Potential Greens GreenAware > True Browns Psychographic/Attitudes > Shopping Behavior > Smart Greens To reach voters based on their regional voting patterns, you can use our new battleground counties and district audiences: Affiliation Switcher Counties   Battleground Counties  House Battleground Districts  Democrat Counties Republican Counties Independent Counties Relevant ballot initiative audiences You can also reach voters based on their attitudes and behaviors related to key ballot measures. Let's walk through a few examples below and highlight relevant syndicated audiences that you can activate during the 2024 political campaign marketing season. Local and national ballot initiative support Consumer behaviors are often great predictors of down-ballot initiatives. For example, military families may show favor toward initiatives supporting veterans, households with children present may show more interest in school funding, and those interested in the environment will favor green initiatives. Experian offers an array of consumer behavior and interests audiences to help you fine-tune your targeting and messaging strategies. Lifestyle and Interests (Affinity) > Occupation > Military – Active Demographics > Presence of Children > Ages: 0-18 Charitable causes Understanding where consumers are actively donating to charitable causes paints a clear picture into their political interests. Lifestyle and Interests (Affinity) > Charitable Causes > Contributes to Political Charities Consumer Financial Insights > Discretionary Spend - Donations > $1,000-$1,999 Demographics Demographics play a critical role into voter opinions with presence of children, age, and household income influencing decisions at the polls. Geo-Indexed > Demographics > Household Income: $50,000-$74,999 Geo-Indexed > Demographics > Education: Bachelor Degree Demographics > Presence of Children > Ages: 10-12 Demographics > Marital status > Single Demographics > Ages > 19-24 Lifestyle and Interests (Affinity) > Moms, Parents, Families > Mothers with infant child(ren) (0-3 yrs old) Millions of campaign dollars were wasted in the 2022 midterm elections when voters were targeted with ads for issues and candidates they couldn’t vote for. Using advances in geo-targeting can help save wasted spend and ensure relevant messages reach the right voters. Finance Income and large financial decisions often trigger changes in perspective and influence voter behaviors. Financial FLA Friendly1 > Income > $1,000-$24,999 Financial FLA Friendly > In Market New Mortgage Financial FLA Friendly > In Market Auto Loan Media consumption and engagement Media consumption and engagement offers great insights into how voter interest, current channel engagement, and engagement in political issues. TrueTouch: Communication Preferences > Engagement Channel Preference > Email Engagement TrueTouch: Communication Preferences > Engagement Channel Preference > Streaming TV Social Media > Snapchat Purchase Transactions > Ad Responders > Digital Television (TV) > Ad Avoiders/Ad Acceptors > Ad Acceptors Mosaic Proprietary persona-based audience solution that combines demographic and behavioral data to create a holistic view of voters and their interests. Mosaic - Personas - Lifestyle and Interests > Group O: Singles and Starters > O55 - Family Troopers Occupation Provides the opportunity to deliver targeted messaging on measures based on a consumer’s occupation. Demographics > Occupation > Management/Business and Financial Operations Demographics > Occupation > Sales Demographics > Occupation > Farming/Fish/Forestry Consumer Behaviors > At-Home: Retired/Empty Nesters Consumer Behaviors > Occupation: Education Personal views Understand consumers personal views around family, their social and work life. Psychographic/Attitudes > Personal Views > Work Centered Psychographic/Attitudes > Personal Views > Family Centered Psychographic/Attitudes > Personal Views > Social Isolation We can help you match your message to your audience With Experian's political audiences, you can confidently execute your political campaign marketing, knowing our audiences are based on voter registration data and advanced predictive technology. Our highly accurate models are validated by our expert audience team to ensure precise targeting and drive impact and influence with the right audience. We understand that finding a trusted data provider can be a challenge, which is why we make it easy to access our syndicated audiences. For a full list of all of Experian's syndicated audiences, download our syndicated audiences guide. Download our syndicated audiences guide You can activate our political audiences on-the-shelf of most major platforms. Can't find the audience you're looking for or need a custom audience? Connect with our audience team for more information. Connect with our audience team Footnote “Fair Lending Friendly” indicates data fields that Experian has made available without use of certain demographic attributes that may increase the likelihood of discriminatory practices prohibited by the Fair Housing Act (“FHA”) and Equal Credit Opportunity Act (“ECOA”). These excluded attributes include, but may not be limited to, race, color, religion, national origin, sex, marital status, age, disability, handicap, family status, ancestry, sexual orientation, unfavorable military discharge, and gender. Experian’s provision of Fair Lending Friendly indicators does not constitute legal advice or otherwise assures your compliance with the FHA, ECOA, or any other applicable laws. Clients should seek legal advice with respect to your use of data in connection with lending decisions or application and compliance with applicable laws. Latest posts

Dive into the retail media landscape. Explore Amazon's dominance, Walmart's innovations, and the future trends shaping advertising strategies.

Every year, the Experian team attends the Consumer Electronics Show (CES) in Las Vegas, to immerse ourselves in the world's most significant consumer tech showcase and stay at the forefront of the latest technological advancements and innovations that shape the AdTech industry. This year's event was a vibrant melting pot of innovation and vision, from streamers taking a bigger bite of the advertising pie to the emergence of AI-powered solutions and drone delivery services. Amidst these advancements, the dynamic interplay of technology, media, and advertising raised important questions, especially in the context of evolving regulations and cookie deprecation. During CES, we captured insights from various thought leaders, and in the coming months, we'll be sharing these valuable perspectives with you. Watch the video below for full insights coming from our content studio onsite during the event. Or, keep reading for a recap on four key trends from CES and what they mean for your business in 2024! “My first CES was a major success. You could feel the buzz in the air as new ideas and partnerships were being created within and across industries. The intersection of the different players within retail media, connected TV, retail technology, the demand and supply-side, and agencies all in an ever-changing world of regulation and privacy begs for a solution that can maximize a successful outcome for all.”anne passon, sr director, sales, retail & cpg 1.  Audience targeting: How first- and third-party data work together A central theme at CES was the importance of audience targeting, highlighting the crucial role of first-party data. However, it’s clear that to maximize its potential, this data needs to be augmented with sophisticated identity solutions and enriched with third-party insights, all while navigating the complexities of privacy regulations. This integrated approach is vital to understanding audiences and for creating more effective marketing strategies that comply with privacy regulations. 2. Standardizing metrics in retail media networks The challenges around retail media networks, particularly in terms of standardizing metrics like incremental return on ad spend (iROAS), were a hot topic at CES. This complexity around this topic underscores the need for neutral, expert third parties to help bring clarity and consensus, aiding businesses in navigating this multifaceted domain. 3. The challenge of switching data solutions Discussions covered the broader challenges associated with transitioning to new data solutions. For businesses, this involves a critical assessment of the benefits versus the costs and complexities of adopting new platforms or systems. This decision-making process is increasingly significant as data strategies become integral to marketing success. 4. Identity solutions in a cookieless future With the industry moving toward a cookieless future, the spotlight at CES was on the importance of robust identity solutions. Understanding the functionality and necessity of various universal IDs is essential to minimize data loss and maintain effective targeting. Investing in flexible and adaptable identity solutions like the Experian Graph is essential to maintain effective targeting and audience engagement in this new landscape. Announcements and advertising innovations at CES 2024 CES was a stage for significant announcements and innovative marketing initiatives: Criteo and Albertsons announced their collaboration in retail media. Instacart's partnership with Google for enhanced shopping ads and AI shopping carts. NBCUniversal's advancements in streamlining programmatic advertising. Brands like Netflix, LG, Freewheel, and Amazon Ads also captured attention with their creative marketing strategies, ranging from unique collaborations to themed promotions and captivating events. These insights from CES provide a glimpse into the future of technology, media, and advertising. They highlight the need for adaptability, innovation, and informed decision-making in these dynamic industries, especially in the context of privacy regulations. Stay tuned for our series of posts where we'll dive deeper into these topics, sharing exclusive insights from industry thought leaders.  Follow us on LinkedIn or sign up for our email newsletter for more informative content on the latest industry insights and data-driven marketing. Latest posts

Short-form video content is becoming more prevalent on video-sharing platforms. Keep up with trends and alter your marketing strategy to stay relevant.