Las tiendas y páginas web de los retailers de alimentación representan una oportunidad publicitaria única, ofreciendo acceso a millones de clientes que ya están buscando donde comprar. Sin embargo, el potencial del Retail Media no se limita únicamente a los dominios del retailer. Con un enfoque adecuado, los anunciantes pueden ampliar su alcance utilizando insights basados en datos para interactuar con los clientes a través de otros canales.
En este artículo de la serie “Introducción al Retail Media” abordaremos el Retail Media Offsite y cómo se puede usar para comunicarse con compradores en plataformas propiedad de partners.
El Retail Media se basa en dos elementos fundamentales: inventario y data. El primero de ellos, por supuesto, ofrece a los anunciantes un gran alcance en una varidad de canales físicos y digitales. Sin embargo, es la data la que permite obtener insights relevantes del comportamiento de los clientes y con ello ofrece una ventaja al Retail Media con respecto a otras disciplinas publicitarias. La first-party data (o datos propiedad de los retailers) proporciona a las marcas un nivel de precisión sin precedentes para segmentar audiencias.
¿Qué pasaría si cogieras esos insights y los aplicaras a otros canales de media? ¿Y si segmentaras a tus clientes en base a sus compras cuando están navegando fuera del ecosistema del retailer?
Mientras el Retail Media Onsite está relacionado de forma específica con oportunidades publicitarias dentro del propio entorno del retailer, como su página web, el offsite se basa en la oportunidad de interactuar con los clientes en canales de media ajenos al entorno del retailer, combinando first-party data con la data de terceros para crear una oportunidad cohesiva para los anunciantes.
A pesar de existir una variedad de potenciales aplicaciones para el Retail Media Offsite, 3 de ellas son las que han generado más atención hasta el momento: la open web, la televisión digital y el social media.
Los anuncios en la web son comunes desde el inicio de internet, ya sean banners, anuncios pop-up o la adquisición en sitios web al por mayor. Generalmente esos anuncios eran dirigidos a los visitantes en base a factores como datos demográficos, historial de navegación y sus interacciones con la web en cuestión.
Los datos de retailers, por supuesto, permiten la creación de una única visión del cliente, combinando sus compras online y offline en una sola imagen de sus comportamientos de compra. Esto hace que sea sencillo y eficiente para las marcas conectar con una mayor cantidad de los compradores adecuados, es decir, aquellos con mayor probabilidad de adquirir sus productos.
En muchos casos esta data también se puede relacionar con el perfil online del cliente, permitiendo a los anunciantes llegar a compradores específicos a través de internet. Para ello, muchas redes de media online están empezando a asociarse con retailers, proporcionando a sus clientes fabricantes compartidos la oportunidad de conectar con clientes mientras navegan por sus páginas favoritas.
Estos emplazamientos publicitarios generalmente contienen links ya sea al e-commerce del retailer o a la propia página web de la marca.
La mayoría de las televisiones ya ofrecen su programación bajo demanda, permitiendo a la gente ver lo que quiera cuando quiera a través de la Smart TV u otros dispositivos conectados. Estos servicios suelen requerir que los espectadores se registren con una dirección de correo electrónico, lo que ofrece la oportunidad de unir este perfil con el de retail.
Si se siguen los mismos principios centrados en la audiencia, como explicábamos más arriba, las marcas tienen la oportunidad de ofrecer campañas segmentadas a audiencias específicas mientras interactúan con su contenido audiovisual preferido.
Social media
Al igual que sucede con los media online más tradicionales, las plataformas de social media como Facebook, Pinterest e Instagram generalmente ofrecen sus propias capacidades de segmentación a las marcas anunciantes. Además, estas plataformas están comenzando a asociarse con los retailers, permitiendo a las marcas las mismas oportunidades de segmentación que hemos visto en el onsite.
Meta Audiences, por ejemplo, ofrece e a las marcas la posibilidad de compartir audiencias de algunos retailers directamente con su cuenta Meta Ads Manager. Ese servicio también ofrece capacidades de predicción, ayudando a los usuarios a entender el rendimiento previsto de una campaña antes de ponerla en producción. Pinterest hace lo mismo, permitiendo a los fabricantes ofrecer campañas altamente segmentadas en formato estático, video, anuncios carrusel, entre otros.
En todos estos canales el reporting en bucle cerrado permite comparar las ventas online y en tienda con la exposición al anuncio por usuario, ofreciendo una clara prueba del rendimiento.
Uno de los aspectos más atractivos del Retail Media es que proporciona a las marcas la capacidad de orientar sus inversiones, centrándose en las audiencias clave que tienen mayor probabilidad de generar los resultados esperados.
Con el Retail Media Offsite, las marcas pueden extender esa capacidad, garantizando que se aplica el mismo nivel de diligencia basada en datos a un conjunto más amplio de canales y emplazamientos.
En el próximo artículo abordaremos el Retail Media Experiencial y cómo la inspiración juega un rol vital en la relación con el cliente.
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