Retail media. It’s giving more autonomy to advertisers, enabling them to control where they invest. At ZURU Edge, we’re able to take a full-funnel approach with 100% on-target reach – this is key with our exclusive brands available from a single retailer in certain regions. We have near real-time visibility on campaign performance, sales attribution, and full transparency on ad spend.
DOOH is also a channel driving creativity and innovation. Brands are using it to deliver scale and advertise in creative ways that feels authentic to them, like the MONDAY Haircare PDOOH campaign with The Trade Desk at Times Square.
Joshua Nightingale
Paid Media Lead, ZURU Edge
New Zealand
New Zealand
“100% on-target reach – that's the biggest benefit of adding retail media solutions to our broader advertising strategy.”
Passionate about impactful and sustainable strategies, Joshua is a pioneer in driving brand growth and success. He’s succeeded in bringing new brands to life while elevating the ZURU Edge FMCG portfolio on a global scale. Armed with a rich skillset in both paid media and marketplace strategies, Joshua now leads multiple teams – media planning, strategy, and execution – for 15 in-market brands across 30+ countries.
LET’S TALK INNOVATION
What do you think are some innovations that will redefine the future of audience targeting and media buying?
With the rapid growth of retail media, how are you staying competitive and keeping up with the needs of this space?
We're staying competitive by knowing where our ads resonate most and what people purchase as a result. With The Trade Desk, we’re able to understand campaign impact from awareness to purchase intent, along with ROAS and other sales metrics.
These are all invaluable to our campaign’s performance and enables us to have significant insights to present back to both the business and retailers.
These are all invaluable to our campaign’s performance and enables us to have significant insights to present back to both the business and retailers.
How do you use innovation to deliver engaging retail media experiences that meet evolving consumer needs?
With enhanced targeting solutions, we’re able to reach the consumers who matter most – including our competitor’s customers – with personalised ads that highlight our product benefits and drive target audiences to trial our brands.
This innovation is a valuable opportunity for us to stay competitive – enabling us to deliver tailored product messages in a cost efficient and scalable manner.
This innovation is a valuable opportunity for us to stay competitive – enabling us to deliver tailored product messages in a cost efficient and scalable manner.
