Retail media is on the rise. Future success will require a diversified strategy including a presence in emerging marketplaces beyond just Amazon. Join this session to learn about industry insights, marketplaces data, consumer trends, and why retail media is a must for your 2021 plan.

1. 2021 Amazon & Retail
Media Virtual Summit
2021 Amazon Advertising Strategies
10:00 – 10:45am PST | 1:00 – 1:45pm EST
Unpacking Amazon’s A9 Algorithm
10:50 – 11:20am PST | 1:50 – 2:20pm EST
Amazon Creative that Converts
11:25 – 11:55pm PST | 2:25 – 2:55pm EST
Advanced Amazon Operations
12:00 – 12:30pm PST | 2:00 – 2:30pm EST
The Emergence of Retail Media
10:00 – 10:45am PST | 1:00 – 1:45pm EST
What’s Next in Walmart
10:50 – 11:20am PST | 1:50 – 2:20pm EST
Win Big on Instacart
11:25 – 11:55pm PST | 2:25 – 2:55pm EST
DAY 1 - WEDNESDAY, FEBRUARY 24TH DAY 2 - THURSDAY, FEBRUARY 25TH

2. The Emergence
of Retail Media
The Here, Now & Future of Retail
Media: Your New Big Opportunity

3. Today’s Logistics
Analicia Santaella
Partner Marketing Manager
Recording & slides will be sent
by end of week
01
Submit questions for live Q&A
04
03
Download relevant resources
Log back anytime with same link
02
02
Join our poll questions
05

4. Some of
our clients
Our
Recognition
Tinuiti is the largest independent performance
marketing agency across the triopoly.

5. Our Speakers
ANDY TAYLOR
Director of Research
JEFF COLEMAN
Group VP, Marketplace
Channels

6. Agenda
layout
● Reviewing the major channels of Retail Media
● Unpacking Amazon data & maturation
● Predictions for the future of retail media
● Similarities & differences among retail media
channels such as ROI & advertising
● Live Q&A
6

7. Poll Question
What retail media platforms are you
planning to expand onto this year?
● Walmart
● Target
● Instacart
● Kroger
● Other

8. Reviewing the major
channels of Retail Media
8

9. Winter 2020
Rite Aid Performance
Media (Quotient)
Walgreens Advertising
Group (WAG)
Ulta Digital Marketing
Partnership Program
(DMPP)
9
Timeline: 2019 - 2020
Summer 2019
Roundel by
Target
is re-imagined.
Home Depot
pilots PromoteIQ
for sponsored
products.
Winter 2019
Kroger announces
PromoteIQ for
sponsored
products.
Walmart Sponsored
Products self
service officially
launches.
Target cracks top
10 for eCommerce.
Summer 2020
Instacart
self service
featured products
launch.
CMX (CVS) Media
Exchange
launches.
2018: Criteo Retail Media Division

10. Target
re-launches
Roundel
Retail Media Has Been Busy
Roundel
HD pilots
PromoteIQ by
Microsoft for
sponsored
products
Home Depot
Joins Home
Depot in piloting
PromoteIQ
Kroger
Self-service
Sponsored
Products
launches
Walmart
Launches self
service featured
products
Instacart
Cracks top 10
for ecommerce
Target
CVS launches
CVS Media
Exchange
(CMX)
CVS + CMX
Launches
Performance
Media w/
Quotient
Rite Aid
Walmart launches Connect,
& partnership with Trade
Desk to power DSP
Walmart Connect + TTD
Walgreens
Advertising
Group (WAG)
Walgreens
Digital
Marketing
Partnership
Program
(DMPP)
Ulta
Accelerates US
expansion w/
retailers like
Macy’s
Citrus Ad
10

11. Criteo
HookLogic
2016 acquisition
11
Key Retail Partnerships & Acquisitions
Walmart
Instacart
In 3 test cities
The Trade
Desk will now
power
Walmart’s
DSP
Target
Ulta in store
partnership
Shipt 2017
acquisition
PromoteIQ
Microsoft
2019
acquired by
Kroger &
Home Depot
are now key
retail partners
Other
CitrusAd
self service
featured
products
launch

12. 12
Walmart Advertising
Pro: Walmart Connect will connect Search, Display
(powered by The Trade Desk), and In-Store advertising to
performance both online & in-store. Partnership w/ TTD
& tie-in to in-store data could make WMC a serious
competitor to Amazon for brand ad dollars.
Caution: Grocery and .com are still separate hallways in
App and online. Internal alignment for omnichannel
continues to be a challenge.
+460%
App
Downloads
4,800
Stores
50K+
3P Marketplace
Sellers
+97%
Y/Y eComm
Sales

13. 13
Target Advertising
Pro: Always on option with Criteo Sponsored Products.
Roundel Display has a lot of variety in targeting options of
Target guest data. Very clear brand and demographic
consumers. Circle coupon, programmatic options - self
serve and managed.
Caution: Lower competition onsite for sponsored
products may mean paying for clicks you would have
already gotten. Array of options can be paralyzing at first.
+734%
Drive Up Sales
1,868
Stores
10M
New Guests in
H1 2020
+195%
Q2 Y/Y
eComm
Sales

14. 14
Instacart Advertising
Pro: Retailer additions of 7-11 and Sephora building out
beyond grocery. Testing with Walmart in 3 cities today.
Competitive CPCs, (relatively) low competition, and quick
pace of development of their ad platform leading to
significant growth. Customer convenience will persist
beyond pandemic.
Caution: Huge hiring (300k+) spree. Self service (featured
product) advertising launched April 2020 - lots of volume
& improving quickly, but still a new product < 1 year old.
+218%
App
Downloads
25K
Stores
5,500
Cities in NA
18.5
Product
Searches by
Order

15. 15
Kroger Advertising
Pro: Featured products & banners with PromoteIQ,
dedicated team there and at KPM 8451. Advertising only
displays when a user is signed in for a more relevant
experience for the user. Always on (featured products)
option and display/flight based campaigns.
Caution: Currently in year 2 of a 3 year plan, more change
is coming. Launch of marketplace powered by Mirakl at
the end of 2020.
96%
Captured by
Loyalty Cards
2,800
Stores
85%
Unbranded
Searches
+127%
Q2 Y/Y
eComm
Sales

16. 16
Criteo Retail Media
Pro: One platform, multiple retailers available to scale in
either retailer specific or run of network options. Bid
modifier options based on consumer behavior (like in
market) built in.
Caution: Not all retailers have their own instance yet and
are run of network only today. Competition from Citrus Ad
(Macy’s recently jumped ship) will be interesting to watch
in ‘21 & ‘22.
100
Retailers
Globally
44
Retailers in
NA
+300M
Incremental
Revenue for
Retail Partners
65M
Products Sold
via Ads
in 2019

17. Side-By-Side

18. 18
How I Evaluate
Current Opportunity
Any directionally early proof points
Honesty in maturity of the offering
% of eCommerce growth in last
three years
API/Tech sophistication or partner
(for scalability)
Retailer relationship/important to
the brand
Future Opportunity
Strength of 1st party data today
Data collection methodology and
planned availability
Total retailer revenue, number of
store locations, geographic
distribution
Recent acquisitions or partnerships
Viability
External factors like workforce,
IPOs, funding
New customer acquisition plan
Realistic timelines on roadmap
or initiatives and commitment to
Leadership and points of contact

19. 19
Brand Presence in the
One to Many
(and the budget to match)
The importance of D2C: Still very much a part of the playbook, especially given how budgets for
these new channels may be funded.
The fundamentals are still the same, the game just has more players.

20. Elizabeth Marsten
Senior Director, Strategic
Marketplace Services
Retail media isn’t
having a moment, it’s
having the moment.

21. Amazon has Charted a Path
76%
21
Amazon Share of
Ecommerce Ad Revenue
What kinds of similarities and differences
between Amazon and emerging platforms can
advertisers expect as these new platforms grow?

22. Mirror 1: Off-site Targeting Will Grow in
Importance
22

23. Mirror 1: Off-site Targeting Will Grow in Importance

24. Mirror 1: Off-site Targeting Will Grow in Importance
Amazon DSP spend has
soared over the last two
years, and in Q4 2020 W/W
growth was the strongest of
the last seven quarters

25. Mirror 1: Off-site Targeting Will Grow in Importance
Sponsored Display campaign adoption is also rapidly growing, providing advertisers with an
easy self-service way to target shoppers off of Amazon

26. Mirror 1: Off-site Targeting Will Grow in Importance
Amazon properties are a big part of what makes its display advertising sing,
but don’t let KPI comparisons dissuade you from going offsite.

27. Mirror 2: Campaign Optimization Tools Will
Improve
27

28. Mirror 2: Campaign Optimization Tools will Improve
Ad format evolution, such as the widespread rollout of SBV, can help to drive
performance up and give advertisers more to work with in messaging consumers.

29. Mirror 2: Campaign Optimization Tools will Improve
More refined targeting techniques
help advertisers segment and
optimize in ways that help them
increase ad investment. It takes
time for platforms to evolve in
making key optimizations available.

30. Mirror 2: Campaign Optimization Tools will Improve
Dynamic creative makes
it much easier and faster
for advertisers to target
the full suite of available
ad inventory.

31. Mirror 3: Auctions Will Get More Competitive
Over Time
31

32. Mirror 3: Auctions Will Get More Competitive Over Time
Pre-pandemic, Sponsored Products CPC growth was accelerating as vendors and
sellers poured into auctions. The early days of COVID produced a temporary slowdown,
but CPC growth is now soaring right back up.

33. Divergence 1: OFFLINE
33

34. Difference 1: OFFLINE
Even at the height of the
pandemic-fueled boost
in e-commerce demand,
offline sales accounted
for > 80% of US retail
sales.

35. Difference 1: OFFLINE
The brick-and-mortar component
of several emerging retail media
platforms should impact not only
advertiser perception of these
platforms, but also the
under-the-hood workings of ad
algorithms.

36. Divergence 2: Different Markets Provide Different
Opportunities
36

37. Difference 2: Different Markets Provide Different
Opportunities
The pandemic provided a huge boost to online grocery in particular, amplifying
the opportunity surrounding platforms like Instacart and Kroger.

38. Difference 2: Different Markets Provide Different
Opportunities
Pandemic-related shifts extended
beyond just consumers trying to
stay home. They also included
corporate benefit restructuring for
many companies, and services
like Instacart gain from more
personalized, at-home benefits
packages.

39. Difference 2: Different Markets Provide Different
Opportunities
Integration with food assistance programs will help online platforms reach some
consumers who haven’t been fully served by existing platforms in the past.

40. Divergence 3: ROI Measurement
40

41. Difference 3: ROI Measurement
Buy online,
pickup in-store
Online orders
Digitally-induced
store visits
New-to-brand
sales/market
share impact
Maintained
and/or expanded
shelf space
Measuring ROI is steadily getting more and more complex, especially given
the offline opportunity of many emerging platforms.

42. Schedule Your
Consultation
with a Retail Media
Expert

43. Q&A

44. Thank you!

45. 2021 Amazon & Retail
Media Virtual Summit
2021 Amazon Advertising Strategies
10:00 – 10:45am PST | 1:00 – 1:45pm EST
DAY 1 - WEDNESDAY, FEBRUARY 24TH
Unpacking Amazon’s A9 Algorithm
10:50 – 11:20am PST | 1:50 – 2:20pm EST
Amazon Creative that Converts
11:25 – 11:55pm PST | 2:25 – 2:55pm EST
Advanced Amazon Operations
12:00 – 12:30pm PST | 2:00 – 2:30pm EST
The Emergence of Retail Media
10:00 – 10:45am PST | 1:00 – 1:45pm EST
DAY 2 - THURSDAY, FEBRUARY 25TH
What’s Next in Walmart
10:50 – 11:20am PST | 1:50 – 2:20pm EST
Win Big on Instacart
11:25 – 11:55pm PST | 2:25 – 2:55pm EST