Singapore – Global media company IPG Mediabrands has announced the launch of ‘Unified Retail Media Solution’, a dedicated business unit that will enable brands to intelligently manage their investment performance seamlessly across all retail media network.
Through the new business unit, IPG Mediabrands aims to bring transparency and trust to the space — powered by a unique tech platform focusing on unified audience, measurement, optimisation and intelligence.
The solution also empowers brands with a holistic view of their performance, automated cross-retailer activation and optimization, maximizing sales and profitability.
‘Unified Retail Media Solution’ is led by Glen Conybeare, executive lead and global president for Reprise Commerce and Retail Media at IPG Mediabrands, and has been beta tested by IPG Mediabrands clients in the CPG, gaming and over-the-counter (OTC) sectors, and already has hundreds of bespoke audiences built out with a roadmap to hit over 10,000 by year-end.
“Retail Media Networks offer a huge opportunity for marketers. However, each network operates as a closed-loop system which makes it really difficult to drive ROI effectively. With dozens of retail channels as part of many clients’ investment strategies, it has been difficult to compare their relative performance. With our Unified Retail Media Platform, we have standardized a key part of the process,” he said.
Meanwhile, Eileen Kiernan, global CEO at IPG Mediabrands, commented, “Brands activating in retail media face the challenge of navigating through multiple closed garden networks, each with their own data approach, metrics and ROI methods. This complexity is amplified for brands that also sell their products through these retailers.”
She added, “Therefore, it is crucial for brands seeking to maximize their investment to leverage data and insight across networks with an ability to make intelligent decisions in real time about what’s working and not.”
