ShopConnect Enables Complete Omnichannel Planning Capabilities

amp8220One of the things that agency planners and buyers really crave is a connected commerce solution and that39s what this tool helps solve What makes it magical is that it seamlessly integrates all retail digital out of home with the rest of the omnichannel strategies for retail clientsamp8221 explained Andrea Montano Assemblyamp8217s Executive Vice President Insights ampamp ConnectionsJonathan Conway Talonamp8217s US Chief Operating Officer noted that the idea for ShopConnect amp8220has been in gestation for a while We were developing a way to leverage existing datasets resources and planning techniques to make them an integral part of Assembly39s process while being accessible and intuitive for the Assembly teamamp8221Data of course is the crucible of this effort ShopConnectamp8217s data origination and normalization is according to Conway amp8220a question that we tackle continuously for our business We have to manage lots of different data sets and technologies and include information about brickandmortar locations places of business across the United States where people are spending money where businesses exist and data sets about inventoryamp8221 This is all in addition to amp8220the other assets of inventory such as the ad shape size capabilities and creative that they support All of that information sits inside the system with audience data which comes in many formsamp8221Tracking involves a range of methodologies from journey signals and as Conway noted amp8220behaviors from surveys or location data that comes off of mobile devices which helps us build a macro level understanding of how people move around the real world and which ads they39re seeing You then know whether they39re visiting key locations We model and combine all of that data and create an intuitive interface over it so that you can start to field plan and create campaigns and leverage all those data pointsamp8221An important aspect of ShopConnect is that it connects out of home with programmatic platforms For Montano amp8220You need to think about the audience first and be able to have precision targeting the same way we do with the rest of our omnichannel mix For example I was looking at grocery store data and we were told that in certain markets there was an abundance of new movers Using the longitude latitude of the stores I overlaid where was an over index of new movers We then built a radius around the stores amp8211 shopping and driving which were different by store and said okay I can39t put digital out of home everywhere but maybe I can connect to certain neighborhoods where we see a propensity of new movers Then our programmatic teams pulled it through our DSP connecting that same targeting to other display advertising that39s happening locallyamp8221Conway added amp8220The goal is to enable the Assembly teams to explore understand and garner insights and when it comes to building and optimizing a campaign to activate through their omnichannel DSP and apply all the targeting and expertise that they have across other channels into the digital out of home space as wellamp8221 Notably all of this is achieved in real time involving amp8220billions of available impressions and hundreds of thousands of screens one can activate against and optimize in realtimeamp8221Montano offered that the data can be analyzed by demographics psychographics geography and specialized segmentation amp8220In the example of the grocery stores beyond broad demographics we can break it down to Spanish speaking neighborhoods for example which adds a very much local feel to itamp8221 she explained amp8220One of the other categories I feel is underserved in a lot of planning tools is B2B This tool has B2B targeting in it such as decision makersamp8221Conway added amp8220We also have the ability to bring in behavioral data segments that the Assembly team is creating and even first party segmentsamp8221ShopConnectamp8217s advantage of having the flexibility to hyper target the consumer journey within a programmatic framework cannot be understated amp822085 of retail sales in America still happen in a physical locationamp8221 Conway asserted amp8220That means that for out of home the ability to message people and talk about your brand when they39re on the way to and inside retail locations influences purchases That39s huge and is crucialamp8221 Interestingly the saviors of brick and mortar according to Montano are Gen Z amp8220Believe it or not Gen Z loves shopping and going to malls There39s been a resurgence in mall traffic and a real desire to have real life experiences It means they still value human interactionamp8221For Montano amp8220Measurement has been a big conversation with clients as well as trying to minimize waste Besides the buying precision the messaging precision helps to make sure we have zero to limited waste which has been a big piece of feedback from clients so far and creative teamsamp8221The next step in ShopConnectamp8217s journey is to ramp up education of the platform and champion its capabilities amp8220It39s all about education right now Agency planners and buyers need to adapt and change by creating new behaviors in how they think strategically about retail media Iamp8217ve often been asked amp8216what39s the minimum investment needed to testamp8217 There39s no minimum We can scale it as small or as large as you want Use it understand it and leverage everything it has to offeramp8221 Montano concludedPhoto courtesy of TalonClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNetamp160

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ShopConnect Enables Complete Omnichannel Planning Capabilities

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Charlene Weisler

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