Serge Matta

Retail Media is not a channel. It’s a measurement advantage. India retail media adex is projected at ~30cr in 2026, up from ~19crore in 2024 (~58% in 2 yrs!). Retail media isn’t winning because it has “new inventory.” It’s winning because it closes the loop. It has: a. built-in intent: users on these platforms are truely looking to buy b. determinstic audiences: logged in users c. proof of value: (not just execution!): brands can tie exposure to basket/revenue In a world where measurement is collapsing, retail media is effectively selling a purchase-like signal bundled with distribution. One way to view spends on retails media different from "perf-only" is to split it by: a. lower funnel conversions capture b. mid-funnel cat capture c. brand-defence for intent capture Question: what is your one KPI that proves incrementality on retail media, beyond ROAS? #RetailMedia #AdTech #Measurement #DigitalMarketing #PerformanceMarketing

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Parks Associates and TechSee research: Wi-Fi quality gaps drive 50-point NPS swing and put 43% of at-risk broadband households on the brink of churn The firm’s latest white paper, “Seeing the Unseen: Delivering Connectivity with Confidence,” developed from a survey of 8,000 US internet households, quantifies the direct financial and brand impact of poor in-home connectivity and outlines how self-support apps enhanced with visual AI can reverse churn risk and strengthen loyalty. “The home has become the new competitive battleground for service providers and smart home brands,” said Eitan Cohen, CEO of TechSee. “Most connectivity issues originate in the physical environment, yet traditional service channels depend on verbal descriptions and remote signal telemetry. Visual AI plays a critical role in closing that visibility gap. Providers that can clearly understand and resolve what is happening inside the home will be better positioned to protect loyalty, reduce churn risk, and improve operational performance.” TechSee will demonstrate its approach to whole-home connectivity assurance during Enterprise Connect (Booth 1015), highlighting how visual AI can resolve coverage issues across service channels.  https://lnkd.in/gJCTUmvu #CX #EnterpriseConnect #AI #research #serviceproviders #wifi #Collaboration

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Interactive and Shoppable TV: Next Wave of CTV Revenues This research highlights consumer interest, use, and preferences for interactive features across TV and mobile viewing devices and platforms, including shoppable advertisements. It also identifies key challenges and offers actionable strategies to navigate them effectively. https://lnkd.in/gq-4mBEk

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"Walmart is also making a stronger play in the video market through its acquisition of Vizio. Vizio has both a proprietary SmartCast ad platform, and a free ad-supported streaming platform, WatchFree+. With its retail position, a TV platform, and its Walmart+ membership service, Walmart continues to expand its relationship with consumers, its data on consumer purchasing, entertainment, and lifestyle choices, and ability to drive big revenue in its ad business." #services #platform #video #ads #streaming https://lnkd.in/g2-r3pti

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TV AdEx Volume Trends in India (2017-2024): Category-Specific Insights Abstract This longitudinal study analyses TV advertising volume trends across key categories in India from 2017 to 2024, measured in millions of seconds using TAM AdEx data. The research reveals dramatic category shifts through four distinct phases: pre-COVID stability, pandemic disruption, recovery patterns, and the new normal adaptation. Key Findings Dramatic Volume Declines: -Film Trailers: 38.6% decline from 52.3M to 32.1M seconds (2019-2024) -EdTech: Spectacular boom-bust cycle - 5.2M→68.9M→12.8M seconds, representing 81% post-peak decline -Travel & Tourism: Permanent 42.7% volume reduction, recovering to only 57.3% of pre-COVID levels Emergent Category Success: -Quick Commerce: Zero-to-hero emergence, now commanding 52.3M seconds annually - highest among analyzed categories -D2C Brands: 4,700% growth to 38.4M seconds, demonstrating sustained TV adoption for credibility building -Floor Cleaners: COVID-boosted stabilization at 34.7M seconds (144% above pre-COVID baseline) Volume Reallocation Insights: -76+ million seconds of annual TV advertising time has shifted between categories since 2019 -Gaming sector shows massive untapped potential with only 18.5M seconds despite 500+ million user base -EdTech withdrawal freed 56M seconds of prime inventory for category rotation Methodological Approach Volume analysis based on BARC(YUMI)AdEx television advertising seconds data across seven key categories, tracking longitudinal changes through COVID-19 phases and digital transformation impacts. -Research Implications The study demonstrates that Indian TV advertising is undergoing its most significant structural transformation, with traditional powerhouse categories yielding prime inventory to entirely new digital-native segments. For media professionals, success requires agile volume allocation strategies that adapt to rapid category turnover patterns. Full report is available on Research Gate🇨🇮 https://zurl.co/5Fioq #advertising #marketing #OTT ----- Shaper decisions, Smarter teams, Sustainable growth. We help you decode data, redesign strategy, and develop lasting leadership. Connect today: Vishal Khanna | Founder – MediaPro Research Technologies Pvt Ltd vishal@mediaproresearch.com | +91 9867300480

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Circana is expanding its partnership with LiveRamp to help advertisers tap into smarter, retail-driven insights. Understand real purchase behavior, reach high-value audiences, and measure performance fast. Learn more: https://bit.ly/4jNJoaw

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RAM Market Research now offers cross-media measurement, giving TV stations the ability to see how their campaigns perform across multiple platforms in one unified view. With this solution, you’ll be able to: - Compare campaign effectiveness across broadcast, CTV, and streaming platforms. - Identify which channels are driving the strongest impact. - Understand how different platforms work together to build awareness, consideration, and action. - Share clear, data-driven insights with clients to demonstrate the full value of cross-platform advertising. By connecting results across media, we make it easier for your sales team to show clients not only how their campaigns perform, but also where their marketing dollars are working hardest. This positions your station as a trusted partner that delivers holistic insights and stronger ROI.

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Distribution Series, Post 2: Strategic Coverage beats Blanket Coverage — Every Time 100% reach looks good on paper, but what wins hands down is strategic coverage. Let’s break this down into three lenses that define distribution intelligence: I.Rethinking how you segment outlets, II.Tailoring for urban vs. rural markets, III.Applying logistical precision through supply chain strategy. I.  Rethinking how you segment outlets Moving beyond the traditional labelling, it’s important to tier your outlet universe strategically. Taking example of FMCG, one needs to go beyond GT vs. MT vs. Q-commerce, and build outlet segments based on their influence potential: - Volume Drivers (Top 20% outlets = 80% volume) - Brand Builders (Premium image, affluent buyers) - Impulse Catalysts (Snackable, cross-merchandising potential) - Strategic Anchors (Drive peer outlet behavior in the area) ...these could be some of the segments, depending on brand's objectives. Once this is mapped, design your beat plan, sales incentive, and visibility budgets accordingly. II. Tailoring for urban vs. rural markets In urban markets, consumer expectations are shaped by instant commerce, modern trade consistency, and premium assortment visibility. In this context: speed+availability across channels, demand elasticity, stock freshness and visibility matter the most. But rural distribution needs to solve for affordability, availability, and accessibility. Presence at the point of need is supreme, frequency must match actual demand, sub-stockist models, hub-and-spoke logistics, and mobile app-based van routing become critical. III. Applying logistical precision through supply chain strategy Distribution wins are often attributed to sales, but they’re earned through supply chain discipline - with logistical precision. Your frequency plan, outlet list, and channel mix need to be built keeping in mind the below: 1. Logistics feasibility, meaning whether your network can physically and efficiently deliver to a market based on infrastructure, delivery model, and order size & drop density 2. Cost-to-serve math, meaning the total cost incurred to deliver your product to a specific customer, outlet, geography, or channel — from warehouse to shelf. CTS allows you to: - Uncover hidden margin leaks - Rethink distribution architecture - Prioritize profitable markets and outlet clusters - Allocate trade spend more intelligently 3. Territory-level productivity, meaning how efficiently a geography converts distribution investment into profitable volume and brand impact. This helps decide where to scale effort and where to strategically exit. This combines: - Volume throughput - SKU mix quality - ROI on sales effort - Outlet density vs. drop efficiency The way to win is by being bought again and again — in the right outlets, at the right cost. #TradeMarketing #BrandExecution #DistributionExcellence #GoToMarket #RetailExecution #SalesStrategy #RouteToMarket #CTS

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According to Circana research, purchase-driven targeting through retail media networks can generate up to 6x the ROI of traditional methods, such as demographic, behavioral, and location-based targeting. In his newest blog, Mike Ellgass offers brands a 5-step process for understanding which segments to focus on to ensure they get the most out of their retail media investment: https://bit.ly/3SM9oZ5

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Great advice on how to navigate AI search for brands from Eric Scheer , James Sorensen , and Kyle Swan from Burke, Inc.

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Is Sparrow taking flight? According to this direct mail offer, it's soaring 👇We captured the first DM offers for the Sparrow Rewards Mastercard on Comperemedia in May. Launched in October 2023 by industry veterans Evan Feldman and Lisa Sturm, the Sparrow Rewards Mastercard has a lofty vision to be "the credit card guiding the overlooked and the underserved to financial freedom." - Up to $1,000 credit limit - 1% cash back for on-time payments - Immediate access to a virtual card - Automatic credit limit increases - APR: 29.74% - Annual fee: $59 for the first year, then $99 ($8.25 per month) - Top rated app 📲👇 💡Thanks Credit Karma! If Sparrow is soaring, then early growth has been fueled by affiliate marketing (specifically Credit Karma). Now Sparrow is ready to take it to the next level, venturing beyond the CK nest with direct marketing. Capturing this campaign points to a new phase of growth. 💡💡Finding the fintech edge. Sparrow has partnered with Zeta to power its digital platform which includes instant issuance in under 3 seconds and in-app-card controls such as spending alerts. It seems that partnership is paying off with positive app reviews, so it's a smart move to plug the app feedback (including 4.9/5 on the Apple App Store and Google) in direct marketing 👇. Instant issuance isn’t new, but it remains a competitive edge, especially in the subprime market, where it's not yet ubiquitous. 💡💡💡Subprime rewards. Offering 1% for on-time payments might not sound like a big deal in the context of the broader market but it stands out in the subprime segment where rewards are still rare. I particularly like that this is rewarding consumers for paying their credit card bills at a time when consumers grapple with record credit card debt and are increasingly only paying the minimum due. Incentives to improve payment rates are a positive development. The Revvi Card and the First Access Card (both Vervent) have recently introduced similar 1% cash back programs so this is a big shift in the subprime sector as competition intensifies. #growth #marketing #subprime #fintech #creditcards

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I wonder if streaming will become really important for agents. Right now, * one AI agent gets a bunch of content and instructions ready, packages it up, sends it to another agent * it then waits until the other agent 100% completes what it needs to do and sends a full response. But if agent A could (in some situations at least) stream info to agent B, which could start processing and stream results back to agent A, the overall latency could be reduced. It wouldn't work for everything. Sometimes you need everything before you can do anything, but I wonder...

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From Front-Page Jackets to Jio: Bridging the Gap Between High-Trust Print and High-Frequency Digital As an insider who has watched the media landscape evolve from hand-painted hoardings to programmatic bidding, it is clear we are at a tipping point. @Omnicom Media’s recent deal with Amazon and Roku to tackle "ad fatigue" is a solution we in India desperately need. We have all felt it—seeing the same ad for the umpteenth time during a cricket match. It is not just a wasted budget; it is a brand killer. https://lnkd.in/gPmV5xMc In advertising, reach is breadth (new eyes), while frequency is depth (repetition). The West is now using tech to solve the "Conversion vs. Aversion" problem, but in India, the solution requires a more layered "Reality Check". Most of India lives in a "Linear Plus" reality. We have not cut the cord; we have "stacked" it, jumping from cable soaps to app-based thrillers with one click. These "ghost households" are hammered with duplicate ads because digital and TV plans still live in silos. For me, the view from the print side is different: the morning ritual of reading the newspaper over filter coffee is a high-trust, focused moment digital cannot replicate. Notably, India is one of the few markets where print grows alongside digital, albeit not at that pace. Print does the heavy lifting of building trust (top of funnel), while CTV provides a 10-second "hyperlocal" nudge—like a Zepto or Blinkit offer (bottom of funnel). The real end to ad fatigue happens when we link this offline trust with omnichannel data. If a brand knows a subscriber in Mumbai engaged with their print ad in the morning, they should not serve the same 30-second "Introduction" film on Connected TV (CTV) that evening. The future is exciting. Imagine a brand partnering with Jio and a quick-commerce leader. A planner could see a household in Ahmedabad just ordered premium tea via an app; immediately, the TV ad frequency for that home is capped, and the budget shifts to a new family or to the nearby town. In India, the "glue" for this isn't a Roku ID—it is the mobile number (digital journey) linked to our Amazon, Zepto, and Jio accounts. As we dive into rural India, where the phone is often the only screen, this symphony is critical. We must stop buying eyeballs in silos and start managing the household journey across the newspaper, the phone, and the big screen. The tools are catching up. The goal remains: the message should arrive as a guest, not an intruder. Stop counting clicks and start respecting the consumer’s time. #MediaIndustry #PrintMediaIndia #AdFatigue #Omnichannel #ConnectedTV #RetailMedia #IndiaMarketing #DigitalTransformation

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Conversion Feed Upgrade: Circana expanded its partnership with Yahoo DSP, introducing a Campaign Conversion Feed that gives advertisers real-time visibility into how campaigns drive sales. Explore how this new capability strengthens performance measurement: https://bit.ly/49xYq2Z

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Is Market Research Having Its Kodak Moment? 📷 15 years ago in B-school, we’d spend weeks designing surveys, running focus groups, and crunching Likert-scale data to understand purchase intent. Now, PyMC Labs and Colgate just did that entire process — without a single respondent. They used GPT-4o and Google Gemini as synthetic consumers, asking them open questions like “Why would you buy this?” Then, instead of the usual 1–5 scale, they measured semantic similarity — basically checking how close the model’s written answer was to known “definitely yes” or “definitely not” responses. This new approach — called Semantic Similarity Rating (SSR) — matched 90% of the reliability of actual human surveys, recreated real-world response patterns, and even reflected demographic differences like age and income. No survey panels. No focus groups. No bias correction. Just smart prompting, embeddings, and a few lines of code. To put it in perspective: what once took weeks and thousands of dollars now runs in minutes for under a dollar — and delivers richer insights because the AI also explains why it chose what it did. Of course, this doesn’t mean human research is obsolete. But it does mean the market research playbook just got rewritten. The same way Photoshop changed design, or Excel changed finance — AI is now changing how we understand consumers. If you’re still waiting for “AI disruption” to reach your industry, well… it just wrote your next market report.

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“Marketers need to better arm themselves to make these decisions” indeed, Steve Boehler. This is one of those articles which, though brief, highlights a knotty “super-problem” for CPG brands. Proper serious stuff.

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Retail media is booming - but it’s not just a game for the giants.   As the market accelerates toward $231B by 2030, we’re seeing national retailers invest heavily in monetizing their digital and physical shelf space. But what about the mid-market and independent retailers?   At RDSolutions, we see enormous untapped potential. The challenge isn’t demand - brands want access to retail audiences - it’s execution and scale. That’s where smarter collaboration, better tech, and a long-term strategy come in.   Retail media isn’t just about ad placements. It’s about creating a better customer experience, reducing waste, and connecting intent with action - both online and in-store.   We’re building solutions to help mid-size retailers join this movement, because in a market this fast-moving, no one can afford to be left behind.

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The new Cumulo9 Limited 2025 Email Insights Report covering the New Zealand marketplace reveals some amazing findings. One insight that stood out: “Essential (transactional) emails like invoices, payslips, and account notifications consistently outperform campaign (marketing) emails because they’re perceived as critical, trustworthy, and highly relevant. With open rates nearly double those of campaign emails, recipients prioritize these messages for their time-sensitive and informational nature. Clear sender identification, personalized content, and the absence of promotional clutter further drive engagement, often prompting recipients to revisit them multiple times.” Thanks to David Allen and the Cumulo9 team for sharing. Report can be downloaded by accessing the link in the post below. #DataDriven #CustomerExperience #DigitalTransformation #EmailInsights #MarketingTrends

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