Successful advertisement with innovations and expert advice
Platform Summit 2024
Louisa Van Herk and Yasmin Kuyper, 2 Retail Media gurus from bol, discussed the future of retail media in their break-out session at the Platform Summit in Nieuwegein. Because how do you stay successful in a market that is changing so much? During the session, they showed how, as a partner, advertising via bol keeps you on top of your game.
A recognisable problem: endless scrolling
Louisa begins with an everyday problem familiar to many of us: endlessly scrolling on a streaming platform on a Friday night without finding anything to watch. She takes us back to the days of DVDs, when we simply browsed through our collection and immediately found something to enjoy. This provided a personal touch, a feeling we often miss these days. Louisa makes a nice bridge to today’s online shopping experience and how bulb is helping to bring back that personal touch.
A shift in ‘power’
Yasmin continues with a fascinating story about how the media world has evolved. Where television, radio and print used to serve the masses, online platforms now provide a much more personalised approach. Customers can watch anything on-demand and today expect instant fulfilment of what they want at that moment. So in a way, the power has shifted to the customer, who now decides what he or she wants to see and when. As an advertiser, how do you deal with this? And how do you make sure your message still reaches the customer?
Orientation and inspiration: the power of bol
As many as 25% of visitors use bol for orientation and inspiration. This emphasises how important it is to be visible to the right customer at the right time. Bulb offers advertisers the opportunity to do exactly that, which significantly increases the effectiveness of ads.
No less than 25% of visitors use bol for orientation and inspiration.
The customer journey
Bol responds to the different phases of the customer journey: awareness, consideration, and conversion. Yasmin provides an example of how she realized she needed a new smartphone. Her journey began with an advertisement for a specific model that caught her attention, followed by actively seeking more information about that device. Eventually, this led her to decide to purchase the phone. This example perfectly illustrates how Bol helps advertisers guide customers from orientation to purchase.
Innovations in the awareness phase
Next, it is discussed that during the awareness phase, Bol introduces innovative ways to reach customers, such as video bannering and shop-in-shop environments. These tools enable brands to tell their story in an engaging manner, creating a deeper connection with the customer.
Energy and inspiration for the future
It has been emphasized once again: only by constantly innovating and adapting to the changing needs of both customers and advertisers can you remain relevant and successful in the world of online retail. The personal experience of the customer is increasingly central. As Louisa mentioned, how great would it be if we could offer customers exactly what they need without endless scrolling?
The new sponsored products environment
The session concludes with a look at the new environment for sponsored products. Key improvements are announced, such as increased relevance and an improved attribution model. These changes make it easier and more efficient for advertisers to set up and optimize campaigns, further enhancing product visibility and sales. The audience raises some questions about the transition to the new environment. Louisa and Yasmin are happy to answer them. They understand that there is some uncertainty and doubt surrounding the transition. With specific customer cases, partners can go to the adjacent room after the break-out session, where specialists are ready with laptops to brainstorm and advise partners.
