Phoebe is a former reporter for Marketing Brew.
“The concept of retail media is not new—it’s been around for about 10 years. But…the space has transformed dramatically in the last 24 months,” she said.
Half of respondents cited “receiving timely payments” as a challenge.
While the TTCM can be a useful tool, influencer marketers and talent managers who spoke to Marketing Brew told us they’ve run into several issues with it.
“I think the interesting thing about social is that it’s constantly changing. So what I learned are best tips and practices from one, you can’t necessarily apply to the other,” she told us.
As a result of pandemic lockdowns, some OOH advertisers became more strategic with placements.
Grin’s “influential customers” Shopify integration is no longer available, among other changes.
Going forward, crypto marketers told us that they’re going to be more mindful when it comes to influencer requirements—whether they’re explicitly mandated by the platforms and government or not.
“I can’t tell you another example of a doctor’s office where people share and post on social media about their visit,” said Tia’s SVP, marketing and communications.
Execs at DTC brands like Recess and Andie told us they used to spend 100% of their influencer budget on the app, but that’s no longer the case.
It’s the latest indication that the ad industry is increasingly being held accountable for its role in the climate crisis.
