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In this episode of The Garage podcast, hosts Dan and Evan are joined by two members of Meta’s creative team: Kiki Allen, retail creative lead, and Alicia LeBeouf, head of industry, retail and marketplaces.
They explore the evolution of retail media in the grocery sector, discussing innovative strategies like digital circulars and bundle ads that enhance consumer engagement.
“Reels are such an opportunity, and I know it’s challenging to introduce any new placement that requires new creative,” Allen says on the podcast. “Reels specifically requires an ability to speak the language of that placement to get the delivery and performance you want in that space. That’s why we often talk about Reels and creators hand-in-hand, because they can be a production arm for you and help supplement that creative process.”
They also talk about how the shift from clicks to seamless shopping experiences is transforming advertising, and highlight the importance of creativity, collaboration, and real-time data in driving business growth.
Key takeaways:
[15:20] Allen discusses the evolution of retail media networks and the potential for innovative partnerships, particularly within the Meta ecosystem. She highlights the significant role of platforms like Instagram and WhatsApp in fostering consumer engagement and facilitating transactions. As brands increasingly seek to meet consumers where they are, she emphasizes the importance of integrating AI technologies to enhance discovery and streamline the shopping experience. This focus on efficiency and creativity positions retail media networks as pivotal players in the future of commerce, encouraging brands to leverage these tools to drive meaningful interactions and conversions within the retail space.
[35:18] LeBeouf discusses the journey of building a product ecosystem that caters to both large and small clients. The goal is to develop tools for everyone but adapt them to specific needs based on client size. Large companies have different requirements than smaller ones, so segmentation is necessary. The early phases focused on basic tools, like using an ads manager, but as clients became more sophisticated, it became clear they needed advanced features like self-service options, measurement tools, and performance reporting. LeBeouf highlights that while Meta’s current product suite isn’t fully developed, it’s evolving. The company is aiming for a more “bundled go-to-market approach” that supports businesses of all sizes by addressing specific needs while integrating automation for smaller businesses.
[40:36] Allen emphasizes the importance of measurement in the evolving world of retail media networks, highlighting the need for simplicity and adaptability in partnerships. She notes that while partnerships with platforms like Meta are strong, there is room for improvement in making the process easier and more efficient. She advocates for a tri-party collaboration between retailers, consumer packaged goods (CPG) companies, and media partners to co-develop solutions that address shared goals. The iterative approach, including constant feedback and collaboration with engineers, helps ensure that products are relevant and can evolve based on partner needs.
[42:36] LeBeouf discusses the role of creativity in retail media networks (RMNs), an often overlooked aspect of the broader conversation. She stresses the need for RMNs to be integrated into the creative product roadmap, especially as generative AI tools for ad creation are developed. LeBeouf highlights the importance of incorporating RMN-specific needs—such as brand safety and the ability to manage multiple brand toolkits—into these AI tools. By working closely with partners like Albertsons, they can test AI-driven innovations like text and background generation for catalogs, ensuring these tools serve the specific demands of RMNs.
