Retail Media Networks Improve Results With Social Targeting: Snaps John Eckhardt Beet.TV [Video]

CANNES – Retailers that sell advertising typically have deep troves of consumer data to help brands make better decisions about whom to target in campaigns. Their retail media networks can deliver improved results when combined with social media, such as the photo-messaging app Snapchat.

“Pretty much every retail media network, every manufacturer that we deal with, they are exceptionally ROI-driven,” John Eckhardt, director of global marketing science at Snap, said in reference to return on investment, a key metric for advertisers.

“They care about the methodology. They care about the networks that they’re on,” he said in this interview with Lisa Granatstein, editorial director of Beet.TV, at the Cannes Lions International Festival of Creativity. “They care about the way that their brand shows up, but more importantly, they care about the fact that they’re generating profitable growth by way of marketing.”

These results sit upon a measurement framework that helps retail media …