In the fast-paced world of retail media networks and commerce media businesses, the traditional advice for CMOs to “think like a publisher” has taken on new significance. Matt Conlin, Fluent’s CCO & Founder, exemplifies this shift with his focus on driving sales, marketing, and partnerships. He has been recognized as the EY Entrepreneur of the Year and was included in DMN’s prestigious 2018 40 Under 40 list. As the landscape of advertising and content marketing continues to evolve, brands are encouraged to adopt an “always on” approach guided by a clear north star that shapes their content strategy.
For commerce media businesses looking to transition into viable media properties, finding their “north star” is crucial. This guiding principle will determine the primary objective of the venture, whether it be generating a new revenue stream, reaching untapped customer segments, or increasing average order values. By building robust customer profiles based on first-party data, retailers can create highly targeted and personalized offers tailored to specific customer segments or individual preferences. This data-driven approach allows for optimized customer experiences across all touchpoints, fostering loyalty and repeat business.
Setting clear standards is essential for retailers entering the media business, just as it is for publishers. Technical specifications, content requirements, and available placements must be clearly defined to ensure a smooth and efficient collaboration with advertising partners. By aligning with brand values and target audiences, retailers can establish guidelines that promote professionalism and long-lasting partnerships within the ad media ecosystem. Comprehensive campaign reporting is also crucial for evaluating the effectiveness of ad media operations, enabling retailers to make data-driven decisions and optimize various aspects of their offerings.
Campaign reporting plays a significant role in providing valuable insights into the performance of ad campaigns, allowing retailers to refine their targeting strategies and adjust ad frequency to maximize impressions while avoiding ad fatigue. By continuously monitoring metrics such as click-through rates, conversion rates, and viewability, retailers can enhance the ad experience for their customers and maximize the return on investment for their advertising partners. Open and proactive communication with advertisers is also essential for strengthening relationships and fostering collaborative success in the fast-paced world of eCommerce.
As commerce media businesses navigate the transition into media properties, the publisher mindset offers valuable insights for retailers looking to capture advertising dollars. By embracing a data-driven approach, setting clear standards, and prioritizing comprehensive campaign reporting, retailers can optimize their ad media operations and deliver superior ad experiences for their customers. With the right strategies in place, retailers can establish themselves as sophisticated media properties and pave the way for long-term, mutually beneficial partnerships within the ad media ecosystem.
