Podcast Summary: Developments in Retail Media with NielsenIQ SVP Dan Bonert

Podcast Information:

• Title: The CPG Guys
• Hosts: Peter V.S. Bond & Sree Rajagopalan
• Guest: Dan Bonert, Senior Vice President at NielsenIQ
• Episode Title: Developments in Retail Media with NielsenIQ SVP Dan Bonert
• Release Date: June 28, 2025

Introduction

In the landmark 500th episode of The CPG Guys, recorded live at the 2025 Cannes Lions International Festival of Creativity in Cannes, France, hosts Sree Rajagopalan and Peter V.S. Bond delve deep into the evolving landscape of retail media. Their distinguished guest, Dan Bonert, Senior Vice President at NielsenIQ, offers invaluable insights into the current trends, challenges, and future directions of retail media.

Key Challenges in Retail Media

Dan Bonert opens the discussion by highlighting the primary challenges facing the retail media sector:

1. Measurement and Standardization ([04:59]):

   • "Measurement, standardization is still number one. When you move from one retail media partner to the next, how are they evaluating things?" – Dan Bonert
   • Bonert emphasizes the frustration among marketers due to inconsistent metrics across different retail media platforms, making it difficult to compare performance and return on ad spend (ROAS).

2. Fragmentation of the Market ([04:59]):

   • "The average marketer is using anywhere from five to seven retail media partners. When you think that there's 200 plus globally... how do you activate against all of these retail media solutions?" – Dan Bonert
   • The proliferation of retail media networks (RMNs) leads to a fragmented landscape, overwhelming marketers with too many platforms to manage effectively.

3. Ad Saturation and Consumer Fatigue ([04:59]):

   • "Consumers are going through ad saturation... how do you avoid consumers actually getting turned off?" – Dan Bonert
   • With the increasing number of ads, especially those with similar creative content, there's a risk of diminishing brand equity as consumers become weary of repetitive messaging.

Technologies Shaping the Future

Advanced Analytics and AI ([13:48] - [33:18]):

Dan discusses NielsenIQ’s commitment to integrating advanced analytics into their retail media offerings:

• Discover Platform ([13:48]):

  • "We see 2.4 trillion transactions weekly... informing the trends that we're seeing." – Dan Bonert
  • This platform aggregates vast amounts of transaction data to help marketers understand consumer behavior and optimize their strategies.

• AI and Machine Learning ([16:39] - [33:18]):

  • "AI is evolving to almost self-pick, giving consumers what they truly want based on data." – Dan Bonert
  • AI is set to revolutionize how personalized and creative advertising can be, enabling more meaningful connections with consumers.
  • "The ability to tailor messages and create personalized experiences is becoming easier for marketers to execute." – Dan Bonert

Bonert highlights how AI will enhance personalization in both targeting and creative aspects of retail media, while also stressing the importance of the human touch to maintain emotional connections.

Consumer Behavior Trends

Evolving Shopping Patterns ([27:54]):

• "Consumers are much more open to trying different and new things... the amount of SKUs available now is because consumer behavior is changing." – Dan Bonert
• The democratization of product availability is driven by consumers' willingness to explore diverse options, facilitated by retail media and digital platforms.

Shortened Attention Spans and Social Commerce ([27:54]):

• "Social commerce is an area where retailers can connect with consumers in environments like TikTok and Pinterest." – Dan Bonert
• With attention spans decreasing, retailers must leverage platforms where younger generations are active, incorporating quick, engaging video content to capture interest.

NielsenIQ's Fullview Platform

Comprehensive Data Integration ([19:44] - [22:20]):

• "Fullview encompasses 1.5 million stores, 72 million products, and 82,000 online merchants, capturing roughly 60 billion data points a day." – Dan Bonert
• Fullview provides a holistic view of consumer behavior across various channels, enabling marketers to assess campaign performance and adjust strategies in real-time.

Application and Benefits:

• Marketers can allocate budgets more effectively by understanding which channels yield the best performance.
• Fullview aids in identifying and responding to market trends, such as the shift towards short-form video content and changing TV consumption patterns.

Collaboration Between Retailers and Brands

Activation Platform ([22:36] - [25:01]):

• "The Activate platform captures transaction log data from retailers, allowing for real-time analysis and actionable insights." – Dan Bonert
• This platform fosters collaboration by providing both retailers and manufacturers access to unified data, ensuring transparent and effective communication.

Case Study:

• Retailers can identify soft spots in sales, communicate directly with manufacturers, and develop targeted promotions within the same platform, ensuring cohesive strategies and measurable outcomes.

Future Trends in Retail Media

Expansion into Non-Endemic Advertising ([25:27] - [27:41]):

• "Retail media is evolving into a comprehensive media solution, not just confined to retail-related advertising." – Dan Bonert
• This broader approach allows for diverse advertising opportunities beyond traditional retail products, such as insurance, enhancing the versatility and reach of retail media platforms.

Full Funnel Marketing ([25:27] - [27:41]):

• "Retail media now encompasses the entire consumer journey, from awareness to purchase." – Dan Bonert
• Marketers are increasingly focusing on full-funnel strategies, utilizing various touchpoints to guide consumers through their buying journey effectively.

Personalization and AI in Retail Media

Evolving Personalization Strategies ([30:34] - [33:18]):

• "Personalization will evolve with AI-driven creative and targeted media, making campaigns more effective." – Dan Bonert
• AI enables the creation of highly personalized advertising content, tailored to individual consumer preferences and behaviors.

Balance Between AI and Human Touch ([31:01] - [33:18]):

• "AI is a productivity enhancer, not a replacer. Human insight is still essential for emotional connections." – Dan Bonert
• While AI facilitates efficient and scalable personalization, human expertise remains crucial in crafting messages that resonate emotionally with consumers.

Advice for Brands Optimizing Retail Media Investments

In the concluding segment, Dan Bonert offers strategic advice for brands navigating the complexities of retail media:

1. Understand the Consumer Journey ([34:40]):

   • "Think about all the touchpoints that you have with the consumer before they take an action." – Dan Bonert
   • Brands should map out and analyze every interaction a consumer has with their brand to optimize each stage of the purchasing process.

2. Diversify and Experiment ([34:40]):

   • "Continue to make small bets and test different retail media partners." – Dan Bonert
   • Given the fragmented market, brands are encouraged to experiment with various platforms to identify the most effective channels for their specific goals.

3. Leverage Comprehensive Data ([34:40]):

   • Utilize platforms like NielsenIQ's Fullview to gain a holistic understanding of market trends and consumer behaviors, ensuring informed decision-making and strategic budget allocation.

4. Stay Adaptable ([34:40]):

   • "Constantly evolve how you connect with consumers and adapt to emerging trends." – Dan Bonert
   • Flexibility and responsiveness to changing market dynamics are key to sustaining and growing retail media success.

Conclusion

The episode offers a deep dive into the multifaceted world of retail media, underscored by Dan Bonert's expertise and NielsenIQ's pioneering solutions. From addressing standardization challenges to harnessing the potential of AI and advanced analytics, the discussion provides actionable insights for brands aiming to optimize their retail media strategies in a rapidly evolving digital landscape.

Notable Quotes:

• “Measurement, standardization is still number one...” – Dan Bonert [04:59]
• “AI is a productivity enhancer, not a replacer.” – Dan Bonert [33:18]
• “Think about all the touchpoints that you have with the consumer before they take an action.” – Dan Bonert [34:40]