{"id":17197,"date":"2024-07-03T16:33:56","date_gmt":"2024-07-03T14:33:56","guid":{"rendered":"https:\/\/insummit.pl\/2022-2025\/?page_id=17197"},"modified":"2024-10-03T14:09:25","modified_gmt":"2024-10-03T12:09:25","slug":"retail-media-trzecia-fala-marketingu-internetowego-jak-po-niej-surfowac","status":"publish","type":"page","link":"https:\/\/insummit.pl\/2022-2025\/program-2024\/retail-media-trzecia-fala-marketingu-internetowego-jak-po-niej-surfowac\/","title":{"rendered":"Retail Media, trzecia fala marketingu internetowego &#8211; jak po niej surfowa\u0107"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"17197\" class=\"elementor elementor-17197\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6aee662 elementor-section-full_width elementor-section-height-min-height elementor-section-height-default elementor-section-items-middle\" data-id=\"6aee662\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1afe9a0\" data-id=\"1afe9a0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-e30a696 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e30a696\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-c1c8baa\" data-id=\"c1c8baa\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2274559 giz_program_tytul elementor-widget elementor-widget-text-editor\" data-id=\"2274559\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tRetail Media, trzecia fala marketingu internetowego &#8211; jak po niej surfowa\u0107\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ce57bfb giz_program_tagi elementor-widget elementor-widget-text-editor\" data-id=\"ce57bfb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tRetailMedia, ROAS, MeasurementStandards, UpperFunnel\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-998b7d7\" data-id=\"998b7d7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5e961b7 elementor-widget elementor-widget-text-editor\" data-id=\"5e961b7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tNOWE MEDIA\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a7e7cf elementor-widget elementor-widget-text-editor\" data-id=\"1a7e7cf\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<span style=\"font-weight: 300;\">SESJA MODEROWANA<\/span>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e2bc11b elementor-widget elementor-widget-text-editor\" data-id=\"e2bc11b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<span class=\"giz_program_godzina\">16.25<\/span> WTOREK, 24 WRZE\u015aNIA\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3da3cc5 giz_zalogowany elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3da3cc5\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e32755d\" data-id=\"e32755d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d9507a0 elementor-widget elementor-widget-shortcode\" data-id=\"d9507a0\" data-element_type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-shortcode\"><div id='vdo'><strong>VdoCipher Error: Video ID not found<\/strong><\/div><\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5e3b1f5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5e3b1f5\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2a21321\" data-id=\"2a21321\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-74bee2b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"74bee2b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-14db457\" data-id=\"14db457\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-82c529b elementor-widget elementor-widget-text-editor\" data-id=\"82c529b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tRetail Media sta\u0142y si\u0119 nie tylko wa\u017cn\u0105 cz\u0119\u015bci\u0105 media i trading plan\u00f3w, ale te\u017c najszybciej rosn\u0105c\u0105 ga\u0142\u0119zi\u0105 marketingu. Pojawia si\u0119 nawet teza, \u017ce jest to trzecia fala online marketingu &#8211; po search marketingu (pierwsza fala) i social mediach (druga fala). A gdzie ta fala jest teraz?\nRetail Media s\u0105 wykorzystywane sprzeda\u017cowo, co oznacza, \u017ce patrzy si\u0119 na ten kana\u0142 przez pryzmat ROAS (return on ad spend). Ten teoretycznie prosty wska\u017anik ma wiele obliczy i mo\u017cna do niego podchodzi\u0107 na wiele sposob\u00f3w. Warto to wyja\u015bni\u0107!\nDodatkowo, Retail Media mo\u017cna wykorzystywa\u0107 do cel\u00f3w zasi\u0119gowych czy brandowych. Czy wiedzieli\u015bcie, \u017ce format reklamowy Retail Homepage jest trzecim najbardziej skutecznym formatem pod wzgl\u0119dem zwi\u0119kszania brand awareness? Warto to wiedzie\u0107!\nWraz z rozwojem tego kana\u0142u wa\u017cny sta\u0142 si\u0119 tak\u017ce temat pomiar\u00f3w. R\u00f3\u017cne organizacje na rynkach takich jak US, UK, Niemcy, czy Francja wyda\u0142y pierwsze instrukcje dotycz\u0105ce tego, w jaki spos\u00f3b mierzy\u0107 Retail Media i co powinno by\u0107 standardem. Teoria porz\u0105dkuje rzeczywisto\u015b\u0107 \u2013 warto j\u0105 zna\u0107!\nW prezentacji chcia\u0142bym po\u0142\u0105czy\u0107 ze sob\u0105 dwa zagadnienia: cele, do jakich wykorzystywane s\u0105 Retail Media (te oczywiste: sprzeda\u017cowe i te nieoczywiste: brandowe) oraz jakie pomiary mo\u017cemy wykorzystywa\u0107 do weryfikacji tych cel\u00f3w. Te dwa zagadnienia zostan\u0105 pokazane na przyk\u0142adach case&#8217;\u00f3w konkretnych kampanii i tego, jak zosta\u0142y zmierzone.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-905182c elementor-hidden-tablet elementor-hidden-mobile elementor-widget elementor-widget-heading\" data-id=\"905182c\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><span style=\"font-weight:300\">FESTIWAL <\/span>INSUMMIT <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-e582445\" data-id=\"e582445\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-83bab6c elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"83bab6c\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img fetchpriority=\"high\" decoding=\"async\" width=\"250\" height=\"250\" src=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/07\/Zajdel_Michal.jpg\" class=\"attachment-full size-full wp-image-17199\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/07\/Zajdel_Michal.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/07\/Zajdel_Michal-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Micha\u0142 Zajdel<\/span><p class=\"elementor-image-box-description\">Senior Business Project Manager<br>\n<strong>Allegro<\/strong><\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ea212c7 elementor-widget elementor-widget-text-editor\" data-id=\"ea212c7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tbadacz, analityk, przez lata zwi\u0105zany z agencj\u0105 Kantar Polska a od niedawna zajmuje si\u0119 rozwojem bada\u0144 i pomiar\u00f3w mediowych w Allegro Advertising\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Retail Media, trzecia fala marketingu internetowego &#8211; jak po niej surfowa\u0107RetailMedia, ROAS, MeasurementStandards, UpperFunnelNOWE MEDIASESJA MODEROWANA16.25 WTOREK, 24 WRZE\u015aNIARetail Media sta\u0142y si\u0119 nie tylko wa\u017cn\u0105 cz\u0119\u015bci\u0105 media i trading plan\u00f3w, ale te\u017c najszybciej rosn\u0105c\u0105 ga\u0142\u0119zi\u0105 marketingu. Pojawia si\u0119 nawet teza, \u017ce jest to trzecia fala online marketingu &#8211; po search marketingu (pierwsza fala) i social [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":16980,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"pmpro_default_level":"","site-sidebar-layout":"no-sidebar","site-content-layout":"page-builder","ast-site-content-layout":"full-width-container","site-content-style":"unboxed","site-sidebar-style":"unboxed","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-17197","page","type-page","status-publish","hentry","pmpro-has-access"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.10 - aioseo.com -->\n\t<meta name=\"description\" content=\"Retail Media, trzecia fala marketingu internetowego \u2013 jak po niej surfowa\u0107 RetailMedia, ROAS, MeasurementStandards, UpperFunnel NOWE MEDIA SESJA MODEROWANA 16.25 WTOREK, 24 WRZE\u015aNIA VdoCipher Error: Video ID not found Retail Media sta\u0142y si\u0119 nie tylko wa\u017cn\u0105 cz\u0119\u015bci\u0105 media i trading plan\u00f3w, ale te\u017c najszybciej rosn\u0105c\u0105 ga\u0142\u0119zi\u0105 marketingu. 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