PepsiCo Aims To Boost Brand Engagement Via Sam's Club's Retail Media Video
PepsiCo is set to leverage new full-funnel video advertising technology from Sam's Club retail media platform, MAP.
Sam's Club has equipped MAP with these new video advertising features both on and off-site, combining video with Sam’s Club’s first-party data. The news follows recent research showing that 66% of consumers prefer video for product information.
The Walmart-owned brand's retail media network integrates its campaign metrics with Sam's Club sales data, enabling advertisers to monitor insights through a unified interface, offering insights into item sales, new buyers, in-club attribution from search, and total ad-attributed sales.
The new capabilities allow advertisers – like PepsiCo – to leverage connected TV ads, sponsored videos, and interactive videos with member data for targeted campaigns.
Advertisers expect this approach will fast-track the development of effective strategies for capturing new or lapsed audiences, generating awareness for newly launched products, and elevating the overall video experience for members.
Specifically, advertisers will be able to reach members on streaming devices through CTV ads that provide personalized advertisements across third-party, brand-safe premium inventory. While members are searching for Sam’s Club items, MAP will also serve up sponsored product ads (SPAs) to visually showcase a brand's story and its products within the results grid on search pages.
Lastly, MAP provides interactive PDP videos that allow members to explore key product features, dimensions, and directions on use.
Retail Media’s Growing Power
According to CGT's sister brand the Path to Purchase Institute, retail media is a fast-growing space, with their 2023 trends survey indicating that 58% of respondents increased their investment in retail media networks in 2022.
Several CPGs are tapping into the potential of RMNs to bolster brand engagement and reach new audiences at speed and scale. In September, The Clorox Company signed up to advertise on MAP as well, citing the network’s expanded analytics capabilities and access to member data as reasons for making the move.
