Albert Heijn Media Services - IAB Nederland · Instore media Digitale schermen Instore media...
Transcript of Albert Heijn Media Services - IAB Nederland · Instore media Digitale schermen Instore media...
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Albert Heijn Media Services
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1994-2001
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1998 Amazon announces to go ‘beyond books’
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This is no chicken and egg problem: clearly the internet
and online sales came first. But these days, it’s hard to
tell whether Amazon grows larger as the internet and
online sales do, or if the internet and online sales grow
larger as Amazon does.
46.7% of US internet users starts product searches on
Amazon compared with 34.6% who went to Google first.
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The game has changed..So did retail landscape
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FMCG
NON-ENDEMICS
MEDIA BUREAUS
Skip Ad
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Which assets does Albert Heijn have to
become a publisher?
Companies best positioned to monetize their customer base through advertising will have quantity and quality of first-party customer data, heavy traffic volume & an advertising stack.
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16Mshoppers
3M
4MRegistered cards
3M
12MOTS DOOH
110K
Heavy traffic volume
visitors
App users
Orders
Advertising stack First party data
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Albert Heijn Media Services
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Publisher
Media strategy
Retailer▪ Qualitative reach incl first party
shopper data & shopper profiles.
▪ Quantitative reach
▪ Connected to Themes (EK, BBQ,
Back to School..)
▪ Every campaign starts with
client brief
▪ Combining data &
creativity = Creative
Kitchen
▪ Shopper insights &
analytics team
▪ Performance reports
including sales data
▪ Owned media • Print (Allerhande)
• Digital Out of Home
• Online ((programmatic) display,
search, sponsored products)
• Instore (demonstrations, instore
media)
• Loyalty (targeted brand
communication)
Sweetspot
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How retailers meet market demands
DemandsTransparancy
BrandsafetyRelevant content
WishesMoment marketing1:1 marketingPerformance
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Emma gets inspired at
Allerhande.nl. She lives a
healthy & conscious life.
Every week Pete comes to this
store to get his personal offers.
He is a category driven shopper
Mary is a convenience
shopper. She orders 80% of
her shopping online.
Robert is buying his
vegetables today, the
rest of his groceries he
will buy online (always on
Thursday)
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X X
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l’Or
Target Group
• Higher income, age 30-45
• Enjoying the good life and
appreciating good coffee
• Love to cook.
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Precision marketing at Albert Heijn Media Services
▪ Consumers
▪ Who bought Coffee
Capsules in the last 52
weeks
▪ Didn’t by coffee at AH at all
(but within segment Shop
Style ‘Genieten’) +
Nespresso store nearby.
▪ Searched for Nespresso at
AH.nl
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Albert Heijn shoppers
randstedelijk
bierkopers
0% kopers
Heineken 0% kopers
Albert Heijn shoppers
interesse food
AH Winkel(winkel profiel, locatie,
prod. Sales profiel koper)
(Deel)
categorie koper
Potentiële
product koper
Product kopers
Albert Heijn media AH.nl media
Allerhande
Digitale schermen
Instore media
Digitale schermen
Instore media
Demo’s
Sampling
Persoonlijke bonus
Schap communicatie
Persoonlijke bonus
Persoonlijke bonus
Extended reach
Display bannering AH.nl
Allerhande
Online Nieuwbrief
Online sampling
Display bannering AH.nl
Online sampling
Display bannering (audience)
Bannering categorie pagina
Searchbannering
Display bannering (audience)
Bannering categorie pagina
Searchbannering
Display bannering (audience)
Retail targeting – van shopper tot specifiek productkoper
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Questions, contact or coffee?
Anne van Haeften
Director Advertising
#316 2026 8205