May 2024

The digital advertising landscape in Canada is witnessing remarkable growth within Retail Media Networks (RMN). According to IAB Canada, RMNs in Canada continue to grow with projections for 2024 indicating ad spend will reach $3.15B in Canada representing 25.9% YOY growth. By 2026, it is anticipated that RMNs will command 25% of all digital ad dollars!

The surge is being led by CPG clients who capitalize on RMNs to leverage a retailer’s first-party data, enabling them to deliver targeted ads with relevant messaging to specific shoppers, thereby helping to drive higher sales conversion rates. (Of course, a handful of omnichannel marketing friends tell me they have no choice but to invest😊) In Canada, Amazon Media, Walmart Connect and Advance Powered by Loblaws lead the RMN industry.

On the flip side, Retailer Agnostic Media Platforms (RAMP) carve out their own niche in the digital ad landscape. RAMPs empower brands to connect with a broader, more varied shopper audience, free from the constraints of a singular retail ecosystem. Plus, many RAMPs, including companies like Flipp, ShopLiftr, AdAdapted and GenesisX, provide innovative ad formats offering fresh and engaging advertising experiences.

In my view, striking a balance between RMN and RAMP ad solutions is key. A dual-strategy approach offers:

1. A harmonious blend of targeted and broad reach.

2. Increased flexibility to switch between RMN and RAMP based on their performance metrics.

3. The ability to engage shoppers throughout their purchasing journey.
 
I’m curious about how others approach a digital media strategy for shoppers. How do you navigate the RMN and RAMP landscape? Share your insights in the comments section below!

IAB article here: https://shorturl.at/PIWUN
Flipp info here: https://corp.flipp.com/platforms/
ShopliftR info here: www.shopliftr.com
AdAdapted info here: https://www.adadapted.com/
GenesisX info here: www.genesisx.com

NEWSFLASH: Canadians are mad as hell (about high food prices) and a group of Ontarians are not going to take it anymore– at least from Loblaws! According to a story on CTV News last night, over 60,000 people have signed a petition on Reddit, Inc. to boycott all Loblaw Companies Limited banner stores in May as a way of voicing their displeasure with rising prices.

Will the boycott have any impact?
 
No!
 
Is Loblaws being unfairly targeted as prices and profits are just as high at other grocery retailers including Sobeys, Metro and Walmart Canada
 
Yes!
 
As Dr. Sylvain Charlebois eloquently explains the group is aiming its frustration at the wrong problem stating, “it is not about the consumer at the store, it’s about the supply chain bullying happening between Loblaw, Walmart and suppliers…and it needs to be fixed.”
 
But whether it is corporate greed or supply chain causing food prices to go up, Canadians are struggling and looking for help to save on weekly grocery shopping trips. According to a recent research study by Caddle:
 
· 60% ALWAYS seek out discounts and promotions when grocery shopping.
· 62% have switched stores to get a discount.
· 61% find out about discounts and promotions via flyers.
 

No matter the outcome of the boycott, the issue of high food prices persists as a significant challenge in need of a resolution.

REDDIT BOYCOTT PAGE HERE: https://tinyurl.com/4a2bjsx7

CTV STORY HERE: https://tinyurl.com/yc23d4rw

CADDLE RESEARCH STUDY HERE: https://tinyurl.com/2pxxkvs3