2024媒体网络思维Playbook：秉持正确理念从零搭建媒体网络（英）

Build a Media Network from the Ground Up with the Right Frame of Mind Table of Contents A thriving media network begins with the right frame of mindChapter 1.How media networks unlock new valueChapter 2.Organizational change: commit to new ways of doing businessChapter 3.Customer centricity: serve more than one customerChapter 4.Data centricity: get more out of dataChapter 5.Omnichannel: meet customers where they areJoin the media network revolution03040609111416 A thriving media network begins withthe right frame of mind Launching a successful media networkinvolves more than just collecting and sellingdata, adding a tech stack or investing inmarketing technology. The process of buildinga media network is a holistic, comprehensiveand complex process. To succeed, Media networks are the future.By2030, the retail media network market isprojected to exceed $231 billion. Individualbusinesses can capture this opportunity andopen up new revenue streams that yield ahigh return on investment (ROI). organizations need to make the right mindsetshifts. These shifts revolve around four coreareas: organizational change management,customer centricity, data management andchannel optimization. Media networks are not only transformingthe way advertisers reach customers—they arealso transforming the way businesses operate:what capabilities they have, how theyorganize around their media network andwhat partnerships they need to succeed. Having the right mindsetis the most powerful—and underrated—toolthat businesses can havewhen they join the medianetwork revolution. Chapter 1How media networks unlock new value Want to get the most value out of owneddata? Media networks help businesses dothat. They enable organizations to leveragefirst-party data and open new revenue streamsthrough incremental purchases, all whileserving as a bridge between organizations,customers and advertisers to facilitate morepersonalized, targeted interactions. A retail or travel company with a loyaltyprogram, for example, can collect consenteddata on customer purchase history,preferences and behavior. By analyzing thisdata, the company can then identify trends,segment customers and tailor marketingefforts to individual needs. Media networks create new businessopportunities for brands—they enableorganizations to monetize their data bysharing insights and impressions from itthrough advertising partnerships and sales.These partnerships allow advertisers to accessthe precise targeting capabilities offered bymedia networks, ensuring that their ads reachthe right audience at the right time. HOW MEDIA NETWORKS WORK It all starts with data. Businesses harvest andanalyze data from a variety of customertouchpoints, including loyalty programs, guestrewards, website interactions and in-storetransactions. They can leverage this data toderive actionable insights. Brands monetizing their first-party data by allowingadvertisers to deliver more targeted advertisementsthrough external channels For instance, a fuel retailer might partner with a soft drink brand to promote their productsthrough targeted ads delivered through the store’s app. By leveraging the store's first-partydata, brands can optimize their advertising campaigns against incremental transactions, both in-store and digital, resulting in higher ROI for their advertising spend. It’s a win-win for the store,the brand and the customer. THE VALUE PROPOSITION Which organizations stand to benefit frommedia networks? While retailers are oftenthe first to come to mind,many other types ofbusinessescan reap rewards: Media networks offer immense value to threestakeholders: •Retail, travel and financial servicesorganizations:Provide an additionalrevenue stream and enhance customerengagement through personalizedmarketing Businesses with robust first-party data:Companies possessing extensive data from loyalty programs, guest rewards and othersources can leverage media networks toenhance customer engagement. For example,a hotel chain with a loyalty program can useits network to offer personalized promotionsto frequent guests. •Advertisers:Increase advertisingperformance through enhanced targetingcapabilities, ensuring that ads reach theright audience at the right time and driveincremental purchases Businesses with the ability to measureincremental purchases:Media networkscan help businesses sell more productsthrough increased customer engagement,driving growth and innovation. Financialservices companies are launching medianetworks tied to incremental transactions asan optimization metric. •Customers:Receive more relevant andtimely offers and impressions, improvingthe overall customer experience throughincreased personalization Media networks in action Publicis Sapientpartnered with an Americansupermarket chainto build out its media networkby helping construct the grocer’s channel strategy,campaigns and data infrastructure to support its newnetwork. Over the course of three years, the networkgener