Page 16 - Food&Drink Magazine October 2021

SMART BUSINESS
From activation to monetisation
Martech platform Brandcrush is helping clients unlock new revenue through existing customer touchpoints with its media monetisation software. CEO and co-founder Teresa Aprile explains.
BRANDCRUSH is unlocking the media power of businesses globally with the launch of its first-of-its-kind end-to-end media monetisation software.
We entered the market with an activation marketplace solution and have just launched premium software features to power mid to large businesses, from grocery and direct-to- consumer retailers, shopping centres, gym chains and universities.
The aim is to help them monetise everything from in-store shelf talkers to out-of-store parcels, and digital sponsorships by making them easily discoverable and bookable by third party brands and agencies.
UNTAPPED $100BN IN OWNED MEDIA ASSETS Changing consumer behaviour, diminishing attention spans
and limited top-tier media positions have resulted in traditional advertising becoming not only more costly but also less effective.
Savvy marketers are now looking for ways to drive sustainable customer acquisition and are allocating media spend to new and emerging retail media and partnership channels, leveraging the trust these businesses have with their audience.
Research company Forrester says the retail media is booming with many retailers relishing the opportunity to double-dip on their pandemic-spurred e-comm growth.
“We estimate based on our latest retail media research that enterprise advertisers spent at least $5 billion in retail media networks such as Amazon, Target, Walmart and others in 2020,” it says.
Brandcrush co-founders Matthew Hurle and Teresa Aprile
We believe these figures are significantly undervaluing the global opportunity and seismic shift away from traditional media owners to these new channels. Media assets owned by businesses everywhere are untapped revenue possibilities.
Businesses, such as major retailers, have recognised the value of their owned media assets, across not only their e-comm channels but also their in-store, out-of-store, social, and data channels and are building in-house teams to manage and grow this revenue. While other businesses are just starting to unlock these commercial opportunities.
Any customer touchpoint – physical, digital and social
– held by a business can be defined as “owned media”, making this conservatively a $100 billion industry.
Our technology can capture and catapult this for businesses all around the world.
Smart businesses are already capitalising on their owned media assets through retail media sales and commercial partnerships.
Major grocery retailers have been actively monetising their owned-media assets for years (think catalogs and in-store signage, and more recently onsite assets).
Beauty retailers like Sephora have also done an impressive job in this space, selling access to their loyal consumer communities via loyalty programs, sample boxes, and consumer apps.
And now, a new wave of media owners are emerging, taking a piece of the media pie
and converting their owned assets into profit centres.
Leading food delivery ecommerce retailer, HelloFresh has partnered with Brandcrush in its top three major markets, UK, USA and Australia to power media sales. The meal kit delivery leader is committed to activating partnerships that are successful for brands and also enhance the experience for their customers.
Hellofresh UK commercial partnerships head Louise Branth says: “We can authentically introduce brands to millions of highly targeted and attractive households each week through our parcels, our insert perks as well as our social and digital channels.
“We needed a platform to streamline and scale our media sales. With Brandcrush we now have one simple platform to manage it all.
“It helps us manage our unique media inventory and workflow requirements and give us the tools to maximise our revenue potential.”
Trusted companies are the new media. Businesses who don’t see their owned media assets that way are simply missing out on revenue.
We know that with customer acquisition costs rising marketers are leveraging the trust of businesses to get closer to the consumer.
GETTING STARTED
While some businesses are fast tracking their media divisions, plenty are only just kicking off the conversations.
Here’s a few tips for those looking to monetise their owned media assets:
16 | Food&Drink business | October 2021 | www.foodanddrinkbusiness.com.au