ORLANDO – Triad plans to launch a new solution designed to help brands navigate the complex commerce environment, according to David Haase, the company’s global chief development officer. Under the umbrella name The Market are tools to help brands create marketing strategies and execution strategies across shopper marketing, national media and e-commerce sites.
“All to reach the shopper at the right moment,” Haase says in a Beet.TV interview at the ANA Masters of Marketing Conference. “The past was about retailer, the future is about retail.”
Triad’s launch of The Market builds off of its bread-and-butter, which is to help retailers monetize their websites by taking owned and operated products, and turning e-commerce sites into publishers by helping brands activate content across retailer inventory. There’s a burgeoning opportunity for retailers to act like media companies by offering their first-party customer data by way of brand-agency partnerships, as Target has exemplified with Roundel. Haase believes that will become an increasingly important opportunity.
“It’s in its infancy, for retailers to become publishers,” says Haase. He points to the grocery category as one that’s just beginning to ride the opportunity, as Kroger has with its Precision Marketing arm. As more stores offer buy online, pickup in store and home deliveries, more customers are shopping online for groceries, giving retailers and brands more of a platform to get content in front of customers online.
As retailers work with brands to create campaigns online, they have an advantage in that they’re able to provide more visibility and transparency to the efficacy of those campaigns. “Measurement is the gold retailers provide,” says Haase. “You can show a brand where [a campaign] ran, so it’s transparent, it’s well lit. [Retailer] data is so powerful, you can use it to optimize.” One example of Triad’s work in this space is with Sam’s Club, which launched a platform called Member Connect that bridges online and in-store assets into one destination for targeting, optimization and measurement. Since launching, Sam’s Club has seen both return on ad spend and media revenue rise.
This formula – working across retailers and brands on their online media strategies – well positions Triad within WPP, which acquired it three years ago, and GroupM, under which Triad is situated. Every agency in the organization still has to stand on its own merits, Haase says.
“We have great products and solutions based on first-party data from retailers, inventory that is viewable and inventory that can be optimized via other retailers’ data, and it can be measured,” he says. “And that’s everything that agencies want today. They want media that performs and we have that in spades.”