Q Thoughts

ownerIQ's staff (aka – "The Q") shares our insights and opinions on how marketers can more effectively impact today's shopper along the digital path to purchase. "The Q and A" provides honest and practical answers to the questions and challenges facing digital advertisers in the areas of second-party data, programmatic buying, shopper marketing, co-operative marketing, attribution, and emerging media.

OwnerIQ at Ad Club’s Lures of Retail

OwnerIQ co-sponsored The Ad Club of Boston’s Lures of Retail on June 26. The afternoon summit featured speakers from eMarketer, New Balance, Joss & Main, and Yahoo.

Attendees agreed this was a fantastic event for discussing the many issues being faced by retailers today. Some of the major themes of the day included in-store brand experience, navigating big data, and the importance of design for products and marketing.

OwnerIQ CEO Jay Habegger presented a follow-up to his well-received talk at CMO Collective in Dallas. Jay shared OwnerIQ’s industry-informed view that by 2014, more than half of brands will be the new media companies, exploring their web audiences as a media asset.

Generating new revenue is a main component of the brands-as-media-companies narrative. As retailers and brands begin to see their web audiences as an owned media asset, they will become directly involved in media buying, a previously untapped source of revenue. Even a small amount of income generated from advertising yields a large margin, which is especially good news for investors.

The future of brands and retailers as media companies is already becoming a reality, with major online retailers like Amazon, Best Buy, and Walmart blazing a trail in the buying and selling of their owned media assets. Retailers will again be their own biggest competition, but in a new space: ad technology.

Thanks to the Ad Club of Boston for letting OwnerIQ co-host such an interesting event. We’re looking forward to the next one, with its new lessons and insights!

Categories:Posts from 2012


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