Retail Remix
· with Caitlin McKnight and Katie Vogt
· September 2, 2024
· 27 min
Summary
Walgreens is venturing into the shoppable TV era, partnering with Roku to leverage connected TV (CTV) advertising. This episode, a replay from the Retail Innovation Conference & Expo, dives into how retailers can test TV-driven sales, integrate retail media networks (RMNs) with TV campaigns, and optimize calls-to-action for CTV ads. It offers practical steps for brands to transform passive viewing into active shopping experiences.
Key takeaways
For retailers new to shoppable TV, start by testing CTV advertising with partners like Roku to understand consumer engagement and sales impact.
Integrate your retail media network (RMN) data and capabilities with CTV campaigns to enhance targeting, personalize ads, and close the loop on attribution.
Design clear and concise calls-to-action (CTAs) optimized for the TV viewing experience, making it effortless for customers to purchase directly from the ad.
Strategically select products for shoppable TV ads that align with impulse buying behavior or immediate needs to maximize conversion rates.
Analyze TV-driven sales metrics and attribution models to measure the direct impact of your shoppable TV campaigns and refine your strategy based on performance data.
Utilize first-party data from loyalty programs or CRM to personalize shoppable TV ads, increasing relevance and purchase intent for targeted consumer segments.
The streaming era isn’t just giving households one-click access to a seemingly endless supply of content; it’s enabling brands and retailers to deliver relevant and impactful advertising to target consumers, making media moments shoppable. Walgreens Advertising Group is capitalizing on this opportunity by testing new connected TV (CTV) advertising offerings through Roku. For this week’s Retail Remix episode, we’re replaying a session from the Retail Innovation Conference & Expo featuring Caitlin McKnight of Roku and Katie Vogt of Walgreens, who shared: The most important steps for retailers to test and learn TV-driven sales;How to use retail media networks (RMNs) to enhance TV campaigns; andBest practices for calls-to-action and products to promote.Want to dig deeper into what’s new and what’s next in retail? Subscribe to the Retail ThinkTank hub to get exclusive access to high-value content on the emerging trends poised to shape the future of the industry.RELATED LINKSLearn more about Roku AdvertisingLearn more about Walgreens Advertising GroupSee Retail TouchPoints’ coverage of this session ]]>
Frequently asked about this episode
What does this episode say about retail & omnichannel?
For retailers new to shoppable TV, start by testing CTV advertising with partners like Roku to understand consumer engagement and sales impact.
What does this episode say about paid acquisition?
Integrate your retail media network (RMN) data and capabilities with CTV campaigns to enhance targeting, personalize ads, and close the loop on attribution.
What does this episode say about analytics & attribution?
Design clear and concise calls-to-action (CTAs) optimized for the TV viewing experience, making it effortless for customers to purchase directly from the ad.
What does this episode say about brand & content?
Strategically select products for shoppable TV ads that align with impulse buying behavior or immediate needs to maximize conversion rates.
What does this episode say about retail & omnichannel?
Analyze TV-driven sales metrics and attribution models to measure the direct impact of your shoppable TV campaigns and refine your strategy based on performance data.
