{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/66912ea5fbb3fc8e8060b63c/69f9065c3371a53209cf36e4?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"EP44 – Part2: Omnichannel success with Tesco Media's ex-strategist Florian Clemens","thumbnail_width":200,"thumbnail_height":200,"thumbnail_url":"https://open-images.acast.com/shows/66912ea5fbb3fc8e8060b63c/1777927170374-5a25d9c6-5915-4c4c-b9ac-7d73690dc367.jpeg?height=200","description":"<p>From Tesco Media to Tomorrow’s Stack: Building Retail Media That Actually Works (Part 2)</p><p>With special guest <strong>Florian Clemens</strong> - ex-Director of Strategy, Proposition and Measurement at Tesco Media; built the global accounts team at Amazon Advertising.</p><p>Hosted by <strong>Viv Craske </strong>&amp; <strong>Colin Lewis</strong>. Brought to you by <strong>Grace &amp; Co</strong>, the marketing and commerce consultancy.</p><p><br></p><p>Part two of our special with Florian Clemens dives into the unsexy-but-critical machinery behind retail media: interfaces, platforms, ad policy, data sharing and measurement. We open with the tier-one question every retailer is asking - self-serve or managed service? - then move into how to design ad experiences without breaking the retail experience, why ad policy matters more than people think, and the big make-or-buy question facing every retail media network. Florian closes with a TLDR every retail media leader should pin to the wall: what is your theory of incrementality?</p><p>If you missed Part 1 on supply and demand, queue it up first...</p><p><br></p><p>About our guest</p><p><strong>Florian Clemens</strong> has spent more than a decade at the heart of retail media. He built the global accounts team at Amazon Advertising and most recently led strategy, proposition and measurement at Tesco Media. </p><p><br></p><p>Topics covered</p><p>•&nbsp;&nbsp;&nbsp;Self-serve vs managed service for tier-one CPG advertisers</p><p>•&nbsp;&nbsp;&nbsp;Designing retail interfaces with ad placements built in</p><p>•&nbsp;&nbsp;&nbsp;Search placement density, relevance guardrails and AB testing</p><p>•&nbsp;&nbsp;&nbsp;Ad policy and sensitive categories (the “red face test”)</p><p>•&nbsp;&nbsp;&nbsp;Contextual ad rules: homepage vs in-category, browsing signals</p><p>•&nbsp;&nbsp;&nbsp;Data sharing posture and the LiveRamp question</p><p>•&nbsp;&nbsp;&nbsp;AI model training risks when sharing purchase data</p><p>•&nbsp;&nbsp;&nbsp;Building a 5-10 year omnichannel retail media platform</p><p>•&nbsp;&nbsp;&nbsp;Make-or-buy decisions and the limits of today’s vendor stack</p><p>•&nbsp;&nbsp;&nbsp;Next-best-action across media and retail (contested space)</p><p>•&nbsp;&nbsp;&nbsp;Yield management and integrated promo/pricing planning</p><p>•&nbsp;&nbsp;&nbsp;Conversational search and AI agents as new entry points</p><p>•&nbsp;&nbsp;&nbsp;iROAS online vs in-store and brand-lift measurement</p><p>•&nbsp;&nbsp;&nbsp;Theory of incrementality as the strategic north star</p><p><br></p><p>Enjoyed the episode?</p><p>•&nbsp;&nbsp;&nbsp;Follow Retail Media Therapy wherever you get your podcasts</p><p>•&nbsp;&nbsp;&nbsp;Rate and review — it genuinely helps new listeners find us</p><p>•&nbsp;&nbsp;&nbsp;Visit <a href=\"https://retailmediatherapy.com\" rel=\"noopener noreferrer\" target=\"_blank\">retailmediatherapy.com</a> for more episodes and resources</p><p>•&nbsp;&nbsp;&nbsp;Learn more about <a href=\"https://graceandco.works\" rel=\"noopener noreferrer\" target=\"_blank\">Grace &amp; Co</a>, the marketing and commerce consultancy behind the show</p><p><br></p><p><strong>Hosts: </strong>Viv Craske and Colin Lewis&nbsp;·&nbsp;<strong>Guest: </strong>Florian Clemens&nbsp;·&nbsp;<strong>Producer: </strong>Grace &amp; Co</p>","author_name":"Grace & Co | Retail Media Experts"}