ASSEMBLY LAUNCHES SHOPCONNECT, A NEW RETAIL PLANNING TOOL TO DRIVE IN-STORE VISITS
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Insights
The introduction of ShopConnect by Stagwell (STGW) agency, in collaboration with Talon, signifies a strategic advancement in the retail media space, particularly within the digital out-of-home (DOOH) advertising segment. This innovative tool integrates programmatic buying with DOOH, allowing advertisers to enhance the efficacy of their campaigns by targeting consumers with greater precision. The capacity to ingest real-time behavioral data and optimize ad delivery is a substantial value proposition, as it aligns with the increasing demand for data-driven marketing solutions.
From a market research perspective, the development of ShopConnect could potentially disrupt the traditional DOOH advertising model, which has been criticized for its lack of measurability and targeting capabilities. This tool not only addresses these criticisms but also offers a more granular approach to ad placement, thereby increasing the likelihood of consumer engagement and conversion. Additionally, the emphasis on omnichannel strategies underscores the industry's shift towards a more integrated approach to consumer outreach, which is becoming a central component of contemporary marketing strategies.
ShopConnect's impact on Stagwell's financial performance hinges on its ability to deliver higher return on ad spend (ROAS) for its clients. By reducing ad budget wastage through targeted DOOH campaigns, ShopConnect may contribute to an increase in client satisfaction and retention, which could translate into a stable revenue stream for the agency. Furthermore, the automation of the buying process represents potential cost savings in terms of operational efficiency, which may improve the company's profit margins over time.
Investors should monitor the adoption rate of ShopConnect among Stagwell's clientele, as a positive reception could signal strong future earning potential. However, it is also crucial to consider the competitive landscape, as other agencies may develop or acquire similar technologies. The long-term success of ShopConnect will depend on Stagwell's ability to maintain a competitive edge in innovation and to effectively monetize the tool within the rapidly evolving digital advertising ecosystem.
ShopConnect represents a significant leap in the convergence of advertising technology and retail strategy. By leveraging programmatic SSPs like Place Exchange, the tool facilitates a more dynamic and responsive DOOH advertising environment. The strategic placement of DOOH inventory in and around retail venues is indicative of a broader trend towards context-aware advertising, where the physical location and consumer mindset play critical roles in message receptivity.
The technical underpinnings of ShopConnect, which involve real-time data ingestion and optimization algorithms, are at the forefront of ad tech innovation. These capabilities enable a shift from a passive, one-size-fits-all advertising approach to a more active, personalized experience for consumers. For the industry, this means a deeper integration of data analytics and machine learning into advertising platforms, which could set new standards for campaign performance metrics and consumer engagement benchmarks.
The Stagwell (STGW) agency partnered with Talon to activate a first-of-its-kind connected commerce solution designed for all brick-and-mortar retailers
ShopConnect redefines how advertisers strategize and execute their DOOH campaigns, targeting audiences at multiple touchpoints as they engage with brands on the path to purchase. ShopConnect ingests users' behavioral data in real-time, optimizing delivery to ensure the right ads are served at the right time to consumers most likely to engage or convert. Whether consumers are commuting to work, shopping for a special occasion, or simply treating themselves to one of life's simple pleasures – ShopConnect reaches consumers as they normally interact with the world and brands around them, natively integrated into their day-to-day routines.
"As advertisers seek smarter and more efficient ways to reach their target audiences, ShopConnect is the game-changer they've been waiting for and a significant leap forward in brand performance advertising," said Andrea Montano, Executive Vice President of Insights & Connections at Assembly. "At Assembly, we find the change that fuels growth, and with ShopConnect, we're pushing the boundaries of what's possible and giving brands the power to harness the full potential of a data and tech-powered insights tool that makes retail campaigns more targeted, efficient, and measurable. Every impression should drive an outcome and ShopConnect pushes us further toward that goal."
ShopConnect provides media buyers with direct access to strategic retail media – enabling them to identify, evaluate, activate, and report on DOOH inventory within specific retailer and venue types and drive lifts in consideration, brick-and-mortar visits, and sales. By automating the buying process and targeting specific audiences, ShopConnect reduces the wastage of ad budgets, resulting in higher ROAS (return on ad spend).
"Marketers are increasingly prioritizing omnichannel strategies, and the digitization of OOH has become a powerful element in cross-platform consumer engagement throughout the customer journey," said Jim Wilson, CEO of Talon
For more information related to the ShopConnect retail planning tool, contact Andrea Montano, andrea.montano@assemblyglobal.com. For retail activation, contact Jack Politis, jack.politis@assemblyglobal.com.
ABOUT ASSEMBLY
Assembly is the modern global omnichannel media agency, bringing data, talent, and technology together to find the change that fuels growth for the best brands on the planet. Our approach connects big, bold brand stories with integrated, global media capabilities that deliver performance and drive large-scale business growth. Our work is powered by our proprietary, in-house technology solution, STAGE, and led by our global talent base of over 1,600 people around the world. We're purpose-driven at our core and pioneers in social and environmental impact in the agency world. Assembly is a proud member of Stagwell, the challenger network built to transform marketing. For more information, visit assemblyglobal.com.
ABOUT TALON
Talon is a pioneering global independent Out of Home (OOH) media agency focused on delivering effective, creative, data-driven integrated OOH communications. Combining independence with a collaborative approach, Talon promotes open and transparent working relationships between many of the world's leading agencies, clients, and media partners. Headquartered in
CONTACT: Jess Santini, jess.santini@assemblyglobal.com
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SOURCE Stagwell Inc.
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