GROW SHARE OF WALLET
Enabling optimized ad sales
Challenge
A growing retail media player is seeing sizable amounts of traffic growth on its site but struggling to transform inventory into ad revenue as it looks to gain share from the major media sellers in the space. The company needs to understand where the biggest opportunities lie within retail media, including high-performing ad types, verticals investing in the segment, and competitors to steal share from.
Solution
Guideline’s Spend Data shows there is continued, tremendous growth in the retail media landscape, but the business has been focusing on selling to verticals that have limited their investment in recent types as well as stagnating ad types.
Success
Company leverages Guideline’s spend data to move from excessive investment in Display inventory to focusing on Online Video and Search, which continue to overperform. By shifting sales resources towards Pharma, CPG and Entertainment, media owner improves ad sales by 18%. Lastly, it decides to allocate a portion of its inventory to a specialist platform like InMarket, which has deep penetration into categories that media owner has been struggling with.
Guideline data proves that, despite the client’s ad revenue struggles, there’s very strong growth in the Retail Media space (nearly 200% in 3 years)
Most of the client’s competitors have shown strong double-digit growth over the past year, which confirms that the opportunity to grow their share of wallet is both true and sizable.
Guideline’s client is able to confirm that they’ve been too heavily invested in ad products (Display) that are under-performing vs Video and Search within Retail Media.
Through the early identification of the demand side product categories that were driving growth into the segment, the company was able to lift sales by +18% despite their focus on Display inventory as new offerings were being developed.
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We are the world's most trusted authority for accurate media data and collaborative planning tooIs to guide your advertising decisions.
With the 2022 acquisitions of Standard Media lndex and SOAD, the company offers a single source of truth for advertising spend and pricing data that provides unprecedented accuracy and transparency across the media industry as well as a powerful centralized media planning platfarm that delivers collaboration, efficiency and analysis across multiple global media teams and agencies in one interface.
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