The GCA todate has seen online media placement as a ‘grey area’, as it challenges the code in terms of its ability to ‘change the shelf’ dynamically through algorithms and personalisation features. That way it doesn't have the same measurements as in-store shelving, where the code was originally written.
However this has now changed. Although advertising is exempt, the GSCOP guidelines must be adhered to whether - you’re a company like Elevaate, providing dynamic technology for scalable online media placement, a brand looking to pay for featuring or boosting products in prominent online locations or a retailer where providing a full, auditable data log on all paid for advertising could be asked for at any time.
As Account Director and GSCOP Compliance Advisor here at Elevaate ‘I’m delighted to say we can, and do any of the above and I challenge any brand on compliancy as well. In parallel are you satisfied with your online campaign effectiveness, the data you receive as a result of online paid media and can you prove your investment results in a sale’
The more connected a shopper is, the more complexity it add to the path to purchase. And with the flexibility of digital technologies - it becomes even more complicated than the physical world. This creates both a challenge and an opportunity for the FMCG industry.
As a brand it means you need to be seen on any device, have your products available everywhere, and at any time of the day. Again, both a challenge to execute, an opportunity to grow your category - but how. How can you do all of this?
With the continued growth of grocery e-commerce, leading manufacturers have investigated the viability of a direct-to-consumer approach. Richard Gibbons , the director for global e-commerce at Kellogg’s recently commented on the vast expense to run such an operation.
The key, therefore comes in planning your online media with careful precision. I recommend three fundamental elements to help you
1. Campaign planning
Build effective campaigns with line of sight, native media placement - in multiple media units and available across any device. Support ATL marketing with controlled and scalable programs to build on brand, store. Or focus on programmatic - building deeper loyalty, new customers or reaching a wider audience.
2. Performance led
Forget ‘murky media’ and look for performance based marketing rather than the reliance on price promotion to drive volumes. Address the demand with contained cost, scalability and control. Dynamically optimise in real-time to encourage better performance. Support integrity and sustainable growth metrics.
3. Transparent data
In some aspects we are over-whelmed by data. But access to data on the effectiveness of your digital marketing campaigns - viewing campaigns by number of impressions, intent to buy, attributable sales at SKU or page level will help you to understand how and when consumers are shopping.
Why opt for less?
‘We have always had a clear vision to enable transparency and collaboration between brands and retailers. By understanding a brands objectives and KPIs, we can tailor campaigns to meet their requirements. And utilising our self-serve data dashboard, brands have full access to data - helping them to better understand the online shopper and is key to business planning, Moreover we can demonstrate true incremental sales and can prove a sustained ROI’’ says Ken Platt, Chief Operating Officer, Elevaate
Our attitudes are changing - you only have to look at the recent press around the reduction in plastic. It’s a new world, and with that comes with new technology, new ways of thinking and more effective ways to engage our shoppers.
Elevaate is transforming online media.