The unique challenges of marketing to grocery shoppers
In a fireside chat, titled “From Story to Store: Creating Connected Campaigns Across Every Touchpoint,” Zoë Ruderman, chief content officer at ADWEEK, sat down with Liz Roche, VP of media and measurement at Albertsons Media Collective, to discuss how to reach shoppers throughout their routines.
Because grocery shopping is a constant part of people’s lives, campaigns must be able to meet consumers at each point of the journey, not just in-store. Connected TV (CTV) campaigns and promotions, for example, can reach shoppers before they arrive.
Roche also challenged the reliability of metrics like ROAS and iROAS in media networks because of how the data shifts depending on the methodology. Rather than relying on a single metric, she advocated for critical thinking and a broader view of performance that considers multiple data points, including what is happening to a category or brand in-store.
The future of travel media networks
The final panel, “Media on the Move: How Brands Are Winning Across the Travel Journey,” moderated by Sean Crawford, managing director, North America, at SMG, examined the opportunities presented by travelers. Panelists Katie Blackburn, VP of commercial strategy and operations at WHSmith North America, Shane Dwyer, VP of advertiser solutions at Lyft Ads, Chris Norton, SVP of marketing capabilities at Marriott Media, and Steven Paganelli, VP of media and partnerships at Tripadvisor, discussed travelers’ appeal to advertisers.
Travelers can be attractive audiences because of their purchasing power, educational backgrounds, and above-average interest in categories such as retail, alcoholic beverages, and home improvement. The positive emotions often associated with travel can also make consumers more receptive to brand messaging.
Reaching these audiences, however, requires a measurement approach tailored to the travel experience. While conversion and brand lift remain relevant, the panelists emphasized understanding the broader journey, including its highs and lows and the different products and services consumers need at each stage.
