214: The Evolution Of Retail Ad And Media Networks

Advertising and media networks show high growth potential and large margins. And some retailers are quickly expanding into this business opportunity to supplement their classic retail offerings. But is this a feasible strategy for the future? And is it right for all retailers or brands? To explore more, Oliver Banks joins retail thought leader, Ricardo Belmar, to discuss the opportunities and threats of this new business model.

Listen to this episode to hear Oliver and Ricardo discuss:

• What we mean by media networks.
• The evolution of paid product placement from store to ecommerce, and back.
• Which big risks you should be aware of before moving to an ad-based business model.
• And if live streaming will play more of a part in media networks.

Introducing Ricardo Belmar

Ricardo Belmar helps retail organisations deliver omnichannel customer experiences and drive revenue through digital transformation. As a trusted advisor and lead partner marketing advisor for retail and consumer goods at Microsoft, Ricardo works with retail tech partner organizations to develop go-to-market growth strategies. And to do this, he leverages his 20+ years of industry experience leading marketing & product teams, and media and analyst relationships.

Ricardo is a recognised RETHINK Retail Top Retail Influencer for 2021 and 2022. Also, he was nominated by RIS News as a 2021 Top 10 Movers & Shakers. Additionally, he is a featured member of RetailWire’s BrainTrust panel. Ricardo is a founding member of the advisory council at George Mason University’s Center for Retail Transformation and is the host of The Retail Razor Show podcast.

You can connect with Ricardo on LinkedIn and Twitter. Or listen to his podcast with co-host Casey Golden – The Retail Razor Show. Look for it in your usual podcast app.

Further episodes of the Retail Transformation Show to listen to

If you enjoyed this episode, then you should also listen to these earlier episodes from the podcast.

Firstly, episode 202, Immersive Video to Engage Customers, with Jason Holland of Firework. In this one, you can explore how livestreaming and video content could involve more ads and promotion of brands.

Next, is episode 194, Focusing on Tech Trends and Avoiding the Fads, with Christine Russo. In this one, we discuss a number of tech moves and considering if they are here to stay or not. Will retail media and ad networks be a long term trend or just a quick fad?

Finally, we have episode 187, What if your Transformation is Wrong, where Oliver poses this very important consideration – and what to do if you are worried that you’re on the wrong path.