Effort from OMG's Council on Accountability
and Standards in Advertising (CASA) Powers Push for
Incrementality Capability
NEW
YORK, Oct. 18, 2023 /PRNewswire/ -- Omnicom
Media Group, the media services division of Omnicom Group Inc.
(NYSE: OMC) has launched a Retail Media Standardization Initiative
to define and drive capabilities and practices that will increase
advertiser confidence and ROI when investing in retail media
channels, driving growth for brands and media owners alike.
Retail media has been called the third wave of digital
advertising, following search and social - and it's expected to be
the biggest wave yet with 2023 spend expected to hit $45b domestically (10 percent of total US
advertising spend) and $123b
globally. However, the rapid growth of the channel has outpaced the
development of standards and best practices. Problems such as
proving incrementality, lack of standardized KPIs across
networks, and limited targeting and attribution capabilities are
detriments to impact and ROI.
The OMG standards were developed by the group's Council on
Accountability and Standards in Advertising - a collaboration
of OMG agencies, clients and media partners committed to
advancing advertiser control, transparency, and brand safety for
advertisers across CTV, retail, social and SSP channels – and
are organized around four core advertiser rights and partner
capability pillars.
"Retail media is an increasingly important part of both upper
and lower funnel strategies, and while retail media networks have
excelled at showing the impact on lower-funnel strategies, it has
been challenging to show how upper funnel channels like CTV
can contribute to sales in meaningful ways," says OMG Chief
Activation Officer Megan Pagliuca.
"These standards are designed to solve for that challenge. By
connecting the upper and lower funnel strategies through retail
media data, buyers will better understand the incremental impact
something like a CTV ad can have on downstream sales."
Over the past several months, the CASA retail team has
been engaging with eight of the biggest and fastest growing retail
media networks to present the retail standards; capture and
document the capabilities of each retailer specific to individual
pillars; and accelerate enablement of new capabilities.
"The growth potential of Retail Media Networks and the
channel's singular offer to marketers is the proximity to sales
that allows a direct link from brand message to product purchased –
and even more importantly, to measure incrementality," says
Kristi Argyilan, SVP Retail Media,
Albertsons Companies. "This level of attribution can only be
achieved when media owners commit to a shared standard of
accountability that includes incrementality testing, measurement
and reporting. As a company that has been a vocal advocate for
standards and has adopted or is the process of adopting each CASA
Retail pillar, we believe that efforts like CASA and
the Albertsons Media Collective standards framework are
critical to driving growth in retail media channels - for brands
and media owners alike."
Currently, every CASA retail media partner is fully enabled
against at least one pillar; and half are enabled against three out
of four.
Today's announcement is the third in a series of
Advertising Week reports from OMG revealing the advances in
advertiser control and seller transparency that the CASA initiative
is enabling across social, SSP, retail and CTV channels.
About Omnicom Media Group
Omnicom Media Group (OMG), the media services division of
Omnicom Group Inc. (NYSE: OMC), delivers transformational
experiences for consumers, clients, and talent. Powered by
the Omni marketing orchestration system, OMG connects best
-in-class capabilities that enable our full-service media
agencies OMD, PHD and Hearts & Science to deliver more
relevant and actionable consumer experiences; more productive and
proactive client experiences; and more collaborative and rewarding
talent experiences for the more than 23,000 people serving the
world's leading brands in OMG agencies around the globe.
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SOURCE Omnicom Media Group