The latest episode of a brand new podcast, recorded at the inaugural Retail MediaX event, sees Elton Ollerhead, director of Asos Media Group, talk about its retail media journey, the ‘fashion lens’ view of retail media and how creativity is key to retail media campaigns.
Ollerhead explains to Katie Streeter Hurle, chief strategy officer at SMG and InternetRetailing’s Paul Skeldon that the fashion etailer has been in this retail media space since 2007, thanks to its magazine.
“It was probably the biggest fashion magazine in the UK in terms of distribution size. It’s been quite a long retail media journey. Over the past years, that’s transformed from magazine more into digital.”
The magazine was shut down in 2019, with Asos focusing more on “digital activations”. Ollerhead notes that “ad products have become a lot more sophisticated”.
“We’ve got the range from display ads through to sponsored ads, social media, email, push notification. We cater to all of those different ad products now. And the holy grail obviously is linking all that up to your own first party customer database.
“That’s something that we’ve been really trying to put together and move forward over the past few years. And we’ve still got some work to do, but we’re in a a decent spot at the moment.”
Listen to the full episode below:
Every fortnight, Skeldon is joined by a host of experts from across the retail media ecosystem for a look at what leading UK retail media networks are doing; how the sector is evolving; and where it goes next.
The series, in association with SMG, sees Skeldon joined by a member of the SMG team and a special guest speaker. With future episodes featuring Co-op, Stonegate Group and ITV.
This episode, and all in the wider series, were recorded live at Retail MediaX this June. The event will return in October, as part of the RetailX Autumn Festival, with 40 like-minded retail media leaders, from across sectors, representing a wide range of job functions, who want to be kept abreast of trends and analysis in the industry with a six-month update.
Registration is open now! With ChannelX World and SubscriptionX also returning on 09 October 2024.
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