Walmart's Smart Network reaches more than 150 million shoppers per week, but in order to stay relevant and maximize sales lift, the network needs to function as both a broadcasting and narrowcasting medium, geo-targeting anywhere from a single screen to 3,300 screens at a time and targeting ads by daypart and week-part as well. This presentation will explore the myriad uses and implications of this kind of hyper-targeting, delving into business case studies as well as the mechanics of programming using multiple target lists.
In this session, you will...
1. Understand why and how to balance broadcasting with narrow-casting in digital signage environments
2. Learn how to assemble targeting lists using closed-loop digital network data
3. Discover the relative benefits of targeting vs. optimization and how to incorporate both into digital networks
Derek Britz provides campaign strategy and insights for advertisers using Walmart Digital Media. He has helped leading CPG companies develop campaigns utilizing ground-breaking technology to deliver data-driven programming to improve the relevance of their ad message and drive greater lift from their campaigns. Prior to joining DS-IQ, Britz led retail marketing agency teams for major brands including Virgin Mobile and Dell. He is a graduate of the Cox School of Business at SMU. Derek has presented at numerous professional conferences, including DSE 2010 in Las Vegas.
As the director of Strategy for Walmart's Smart Network, Laura McDaniel heads up the business, creative and programming strategies for the network and its advertisers, and she coordinates with the analytics team to measure and evaluate campaign performance. With a Ph.D. in historical anthropology from Yale and 10 years' experience in strategic marketing for major brands including Starwood Hotels & Resorts, Beiersdorf and Banana Republic, her passions for consumer insights, shopper behavior, integrated marketing and measureable results inform her approach to the Smart Network.
Digital Out-of-Home Networks