While all the media chatter is now about Twitter, the smart CMOs are keeping their eyes on the broader trends of the long game and thinking about how retailers are at the forefront of the most recent disruption in digital media. In the latest earnings release report from Walmart, there was more proof, if any was really needed, that retailers today have shifted from advertisers on others’ media to sellers of advertising on their own media platforms.
Read the full article on the Forbes website
NAM Implications:
- These retailers know:
- what their consumers want
- when they want it
- what they have spent on it
- how often they buy it
- and what they buy it with
- And retailers can communicate with their own loyal customers directly on behalf of advertisers.
- Just think how this communication with the hand-in-pocket consumer, ready to buy at point of purchase in the aisle…
- …compares with the blunt, remote broadcast of traditional media.
- Add the resulting $2bn retail media income for Walmart and $20bn for Amazon…
- For these reasons, traditional media need to be afraid, very afraid…
