Marketing

What's in Store for Retail Media Networks in 2025
February 26, 2025 at 12:53 pm

The retail media hype seems to have hit a fever pitch over the past 12 months, but the dollars flowing in proved that it’s far more than just an ad tech-driven buzzword. eMarketer says the ecosystem raked in about $43 billion in 2023, and it’s now expected to reach nearly $85 billion by 2027. Big…

Black-Owned and Founded Beauty Brands Are Taking a Stand on Inclusivity, and Why the Industry Should Follow Their Lead
February 20, 2025 at 10:18 pm

As Black History Month unfolds, Black-owned and founded beauty brands are making profound strides in championing what inclusivity looks like in the beauty industry. PATTERN Beauty, Danessa Myricks Beauty, EADEM, and Fenty Beauty are all examples of industry disruptors that are guiding the way forward, setting new standards for representation and transparency. Their influence extends…

The Future of Marketing: A Data-Driven, AI-Powered Approach
February 20, 2025 at 9:40 pm

The marketing landscape has undergone a seismic shift. Record-high advertising costs and increasing competition have forced marketers to rethink traditional strategies. At SciPlay, we’ve embraced a data-driven, tech-powered approach to navigate these challenges. By leveraging advanced analytics and predictive modeling, we’ve not only optimized our marketing spend but also supercharged our creative output. A Data-Driven…

Deconstructing the Black Box of Marketing
February 17, 2025 at 8:58 am

Across industries, from finance to healthcare, the term “black box” universally denotes complex models shrouded in mystery. Marketing is no exception, with artificial intelligence-fueled campaigns that can fly fast and on auto-pilot while largely remaining an enigma to their human users. The fact is, many AI-based ad-buying tools aren’t known for their transparency. It may…

Which Brands Won This Year’s Super Bowl?
February 11, 2025 at 10:13 am

Another Super Bowl is in the books, and it’s no surprise that about one in five viewers tuned in primarily for the latest high-profile, celebrity-driven, big-budget television commercials. For brands and their creative partners, the Super Bowl is, well, the Super Bowl of advertising. These commercials aim to follow in the footsteps of Apple, Pepsi,…

How Retail Media Networks Are Maturing in 2025
February 11, 2025 at 9:16 am

The explosive growth of retail media networks continues unabated, with over 200 networks now operating globally as retailers of all sizes stake their claim in this lucrative advertising channel. From grocery chains to home improvement stores, retailers are transforming their digital properties and first-party data into powerful advertising platforms that connect brands with high-intent shoppers.…

An Open Letter to Super Bowl Advertisers
February 4, 2025 at 10:01 am

Dear brand leaders, At $8 million for a 30-second spot, brands have a lot riding on each ad that runs during the Super Bowl. While these commercials have proven to increase product demand, the overall effectiveness of Super Bowl TV advertising has declined 32 percent since 2020. While it's easy to blame the undertow of…

What Does Winning Look Like for Marketers in 2025?
February 3, 2025 at 10:20 am

For retail marketers, the transition from the holiday season to the new year presents opportunities and challenges. While many businesses see the holiday period as their finish line, forward-thinking marketers understand that the real victory lies in converting seasonal momentum into year-round success. The first quarter typically sets the tone for the entire year’s performance.…

How In-Store Advertising Sweetens the Experience for Hershey's Customers
February 3, 2025 at 8:36 am

In episode 474 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Brad Santanna, head of omnichannel marketing at The Hershey Company, an industry-leading snacks company, and Steve Triplett, senior vice president of advertising sales at Vibenomics, an in-store digital advertising provider. Listen in as Santanna and Triplett provide insight into the benefits of in-store advertising…

Beyond the Honeymoon: Sustaining Growth in Retail Media
January 28, 2025 at 12:30 pm

Retail media promised prime shoppers, perfect timing, and unstoppable growth. However, as existing retail media networks mature and others join the marketplace, challenges are emerging. Rising costs, limited on-site inventory, and the need for more robust measurement metrics are prompting marketers to consider how retail media can evolve to sustain its upward trajectory. Retail media…