Introduction:
On the "The MarTech Matrix" podcast, Greg Stellato, co-founder of M3, discussed the significant challenges facing specialty retailers and advertisers and how M3’s solutions address these issues. Hosted by Sean Simon, the episode offers valuable insights into the evolving landscape of retail and advertising.
Retailers' Struggles:
"Retail margins are thin, conversion rates are low, and traffic acquisition is high," Greg explained. These factors hinder profitability and growth, pushing retailers to seek alternative revenue sources.
Advertisers' Dilemma:
Advertisers face a cluttered and often ineffective advertising landscape. Consumers experience ad fatigue and ad blindness, training themselves to ignore repetitive and intrusive ads. This makes it harder for advertisers to create meaningful connections with their target audiences. "It’s a race to the bottom for cheap reach, and there aren’t many premium opportunities left," Greg noted.
Using Retailers as a Proxy for Context:
M3 uses specialty retailers as a proxy for context, providing advertisers with access to engaged, dedicated audiences in trusted environments. "We're using these retailers as a proxy for context, offering premium, brand-safe spaces," Greg explained. This allows advertisers to place their brands in front of dedicated customers, ensuring higher visibility and impact.
Eliminating Common Ad Issues:
M3 offers a premium advertising experience with no auto-refresh ads and 100% share of voice. By trading brand equity with established retailers, advertisers benefit from the trust and loyalty these retailers have built with their customers. "Advertisers get a brand-safe, premium experience," Greg noted.
Conclusion:
M3 helps specialty retailers find new revenue opportunities, supporting their growth and sustainability, while giving advertisers access to valuable, dedicated audiences in trusted environments. This approach not only helps businesses survive in tough times but also thrive and reinvest in their growth.
Listen to the Full Discussion:
For more insights, listen to Greg Stellato on the "The MarTech Matrix" podcast, hosted by Sean Simon.
Listen on Apple Podcasts
Listen on Spotify | Watch on YouTube
At M3, our mission is straightforward: Make Merchants Money and Make Media Matter.
We help retailers accelerate revenue by matching them with relevant brand partners. This lets retailers use their consumer touchpoints in new profitable ways.
Our approach helps unlock new revenue streams for retailers and helps marketers reach the right audiences. It's advertising done better.
