In this episode of The Garage podcast, hosts Dan and Evan are joined by two members of Meta’s creative team: Kiki Allen, lead creative salesperson, and Alicia LeBeouf, head of industry, retail and marketing.
They examine the evolution of marketing media in the grocery sector, discussing new strategies such as digital circulars and bundle ads that promote customer engagement.
“Reels is such an opportunity, and I know how difficult it is to introduce any new space that needs to be completely new,” Allen says on the podcast. “Reels really needs to be able to speak the language of that installation to get the output and performance you want in that space. That’s why we always talk about Reels with producers hand-in-hand, because they can be a creative hand for you and help increase the production process.”
They also talk about the transition from click to seamless shopping experiences to transform advertising, and highlight the importance of creativity, collaboration, and real-time data in driving business growth.
Important foods:
[15:20] Allen discusses the evolution of commercial media networks and the potential for partnerships, particularly within the Meta ecosystem. He emphasizes the important role of platforms like Instagram and WhatsApp in promoting customer engagement and facilitating transactions. As brands increasingly seek to connect with customers where they are, he emphasizes the importance of incorporating AI technologies to enhance discovery and improve the shopping experience. This focus on efficiency and creativity positions marketing media networks as key players in the future of commerce, encouraging brands to leverage these tools to drive meaningful interactions and changes within the retail environment.
[35:18] LeBeouf discusses the journey of building a product ecosystem that caters to both young and old consumers. The goal is to create tools for everyone but customize them to fit the needs of the customer base. Large companies have different needs than small ones, so differentiation is necessary. Early initiatives focused on basic tools, such as managing ads, but as customers became more organized, it became clear that they wanted advanced features such as self-service options, measurement tools, and performance reporting. LeBeouf emphasizes that while Meta’s current product suite is not fully developed, it is emerging. The company is envisioning an “integrated go-to-market approach” that supports businesses of all sizes by addressing specific needs while integrating automation for smaller businesses.