Gil Larsen, MD in the US, talks about the future of retail marketing. You can find a summary of the article below and the full, original article in Digiday.

In short:
Marketers have long relied on the belief that retaining and upselling an existing customer is easier and more cost-efficient than a net new acquisition. However, between today’s challenging economic headwinds, dwindling data landscape and heavily saturated retail market, that adage may no longer prove entirely accurate. Brand loyalty is under greater threat than ever, and retail marketers have made filling their funnel a priority as they strive to ensure long-term growth. 

Key takeaways:

• Loyality is losing some of its value
  The takeaway is that traditional retail norms and long-held beliefs about reliable growth generators are under intense pressure. For marketing teams, it’s not just about driving loyalty amongst the top spenders — it’s about increasing the quality of reach.
  
  
• Retailers are turning to RMNs to expand reach
  RMNs are an essential part of retailers’ advertising strategies. However, successful marketers are working to ensure they have a growth partner helping them maintain scale and acquire new, relevant customers while sustaining loyalty levels.
  
  
• Maximizing reach in a fragmented retail landscape
  Retailers are searching for a new formula. They need to build audiences to identify customers with privacy-first data sets based on real-world and online behavior, including advertisers’ own first-party data, more efficiently than ever. Layering these data sets with lifestyle, spend and additional rich anonymized data is enabling retailers to create more accurate, granular and truly scalable target audiences. The retailers taking these steps are preparing for growth in the face of change and disruption rather than solely relying on brand loyalists to remain steadfast and continue to drive growth in volatile times.

Read the full article in Campaign, and check the full report here.

The IPA has announced the findings of its autumn 2022 poll revealing the best online media owners to work with, as voted for by agencies and digital specialists. According to the results, Blis ranks 4th overall, scoring 88.9% overall in the survey and leading ‘successful communication of direct contact with clients’.

The inter-agency mixology competition returns next week in Sydney. Check the news in AdNews.

Sydney media agencies will go head-to-head to create their best cocktail for the chance to win the coveted Blis Golden Shaker trophy.  

A long esteemed media event, beginning in 2016, the Blis Golden Shaker is back better than ever, giving would-be mixologists the chance to ‘shake’ and ‘stir’ their way into history.

Emma-Jayne Owens, managing director Blis APAC, said: “It’s great to be back, who doesn’t love the chance at industry bragging rights? The creativity, flair and competitive spirit we’ve seen from all the agencies in the lead up to the finals has been mind-blowing! We can’t wait to see who takes out this year’s trophy.”

Heats took place throughout October with six agencies progressing to the all-important live final on 17th November 2022 at Employees Only.

Our CMO, Diane Perlman joined the IAB for their ‘Spill the tea with the IAB’ series. 

From Diane’s must visit London postcode to inspirations and favourite ads of the year, this is a 60-second on-the-clock episodes where they ask as many quickfire questions as possible.

Check it out:

https://www.tiktok.com/@iabuk/video/7153911977029553414

“One in three of our Black colleagues in advertising didn’t feel they belong in the advertising industry,” revealed the All In Census of 2021. It’s a stark fact that illuminates the fundamental changes needed in order to both retain and celebrate Black talent in the ad industry. To this end, The Drum asked members of the IAB UK Inclusion, Diversity & Equity group how we can ensure that the conversations and ideas sparked during Black History Month (BHM) maintain momentum, are embedded within our businesses and drive change year-round.

Check what our privacy compliance director & global chair of Rise said in The Drum.

Our CTO, Aaron McKee, talks about the only sustainable way for the ad ecosystem to thrive. To read the original article in AdExchanger, click here.

Check out some of the key takeaways from the piece:

• Escaping advertisers’ reach: advertisers are imagine missing over half of the most influential customers by relying only on IDs.
  
• Cookie alternatives alone won’t help: while testing solutions designed to replace cookie-based targeting is important, there’s no longer time for stopgap fixes. 
• Finding the missing audience: shifting our collective focus and prioritizing privacy-first, non-ID or non-cookie-reliant solutions is the only sustainable way for the ad ecosystem to thrive. 

Continue reading Aaron’s thoughts in AdExchanger to find out more. 

To read the original article in Travel Weekly, click here. 

After two long years, travellers are once again beggining to adventure across the globe.

But things aren’t quite returning to ‘normal’.

New breeds of travellers are emerging and the travel industry needs to find new ways to make sure they’re getting the adventures they’ve been waiting for.

Luckily, Blis has launched a new e-guide packed with research and advice to help you successfully navigate the new age of travel.

The interactive e-guide, titled ‘The great travel reboot: how to reach the new breed of travellers’, was launched to help marketers across the Asia Pacific region understand the new types of travellers that have emerged after the pandemic, how the future is shaping up and how brands can better reach these customers.

To enable marketers to prepare for and tap into new advertising opportunities, Blis created a deep-dive study that explored the three new travel personas revealed by Singapore Tourism Board: the ‘wander must’, the ‘mindful explorer’ and the ‘slow pacer’.

Continue reading the news in Travel Weekly.

To read the original article written by our Head of Sales, Benelux and DACH, Lucas Noordhoorn in Emerce (in Dutch) , click here. 

This is yet another year full of challenges related to the cookieless future. Now is the time to work with your programmatic buying teams to test cookieless solutions before the Chrome deprecation deadline comes into force. 2022 is also the opportunity to test and define measurable KPIs, to incorporate broader, regional audiences’ results rather than individual results. Here are a few things to bear in mind and find the right privacy-first partners to help make your life much easier – and your campaigns more effective – in the long run. 

To read the original article in AdNews, click here. 

As the death of cookies continues making media headlines around the world, like me, by now you may have an extreme case of “ID-less-cookie-apocalypse” fatigue. Or, perhaps the impact of impending loss hasn’t been fully felt yet, or maybe there are other things to be thinking about before 2023.

Right now though, as you can see in our new e-guide and interactive calculator, advertisers in Australia are already missing out on 45% of the addressable mobile audience and 33% on desktop.

That’s huge.

It’s no question programmatic turned us on to the ease of targeting at scale; finding the right people at the right time with the right creative. With reducing cookies and IDFAs across the industry, it’s fair to say this personalised approach is already more challenging as is the concern of less reach and engagement. Advertisers may still be finding enough impressions to deliver their campaigns, but have you considered how quality and results might already be suffering?