Red Comma Media & WARC: Retail Media Networks

We’ve Been Published!

Red Comma Media discusses Retail Media Networks as part of the WARC November Spotlight series.

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We strive to provide innovation and leadership for our advertiser partners and as part of this philosophy, we have been working with Retail Media Networks (RMNs) for our CPG brands for most of 2022, gathering early learnings and providing insights for the best ways to leverage these powerful new tools for our brands moving forward.

We’re honored to have published an article about using RMNs on challenger brands as part of WARC’s November spotlight series on retail media trends. WARC subscribers can view the article in full here.

Our agency relies on WARC for insights across the spectrum of advertising and media research and we’re beyond excited to have our own content published on this platform.

Please don’t hesitate to reach out if we can help your brand or agency with this new, exciting RMN space. We’d love to hear from you!

Getting Started on Annual Media Planning

Ready for 2023 Media Planning?

Key things your agency can be doing right now to help prepare.

Labor Day Weekend has come and gone, which in the agency world typically marks the end of Summer and the start of the next planning cycle for our clients. Whether you’ve hit the ground running or are just starting to dip your toe, here are a few key things we’re doing at Red Comma (and your agency should be doing to!) to help get started on planning:

1. Encourage clients to refresh their 1st party data. Whether you’ve been robustly collecting or are new to 1st party data, it’s definitely time to start creating or fine-tuning your data lists. Not only will this information be useful come time for execution, but incorporating this as a planning practice moving forward will become increasingly important as we move toward a cookie-less existence online.

2. Review target audiences & competitive spending activity. Keeping on top of spending activity in the market is a crucial step to inform your media strategy and something we provide clients on a regular basis to keep them ahead of their competition. It’s also important for agencies to bring forward an analysis of media habits, attitudes and behaviors for any new audiences to consider how to enact them most effectively. Even if target audiences aren’t changing, it’s important to update the data on existing audiences as the media landscape evolves each year.

3. Have preliminary KPI discussions. What good is a media plan without goals and objectives? Discussing any changes to KPIs early in the planning process will help steer your agency teams toward the correct set of vehicles for consideration and ensure that appropriate measurement tactics are put in place.

4. Bring forth discussion on new media trends. Not only is it important to stay on top of current media trends, but communicating them and discussing how they may impact clients directly is key. Even better if you can find ways to incorporate or test any new trends in your upcoming plans.

With media planning season just around the corner, make sure your agency is working proactively to ensure another successful year for your brand.

Trends in sports marketing

We are incredibly lucky to work with a variety of brands who maintain active sports marketing platforms. Sports media buying represents unique challenges and the landscape is constantly changing.
For 2020 we are seeing:

1. Mobile-centric: The ongoing trend toward mobile content consumption across all media is poised to impact sports marketing in a big way in 2020. Brands need to plan for mobile exposure and optimize experiences for mobile screens.

2. Fragmentation: More players are entering the sports media space. (i.e. Amazon and rights holders like LaLiga making their own channels). This will make it harder for brands and media buyers to generate reach and aggregate significant audiences from the handful of major players who’ve been dominant in the past.

3. Immediacy: Consumers are increasingly looking immediate availability of supplemental information to enhance the depth of their sports experience.