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Taptap Digital, the area-based marketing platform powered by location intelligence, has launched Total Retail, a breakthrough solution designed to help FMCG advertisers drive meaningful retail outcomes by bridging the gap between brand advertising and retail media.

In today’s competitive market, retail media is a cornerstone of FMCG (Fast-Moving Consumer Goods) marketing. With the rise of retail media networks (RMNs), brands have focused heavily on maximising ROI within in-store and onsite environments like retailer websites and apps. But as these spaces become increasingly saturated, FMCG brands face the challenge of extending their impact. This is where Total Retail comes in, offering a solution that complements your retail media investments without competing with your point-of-sale focused budgets.

Connected TV (CTV) has revolutionised the way we consume content and how brands interact with their audiences. We all recognise the value it brings, but the real question is: how can we maximise its impact? Let's explore three ways that can make CTV more effective and efficient within an omnichannel strategy.

Appointment comes as the company scales UK operations to further support growth of advertiser and agency customers.

Context is all around us, encompassing not just what we watch or the content we consume, but our entire environment both online and offline. This environment is constantly changing, and by capturing and analysing these changes, advertisers can dramatically enhance the impact of every impression.

Everything happens somewhere and this is particularly true when it comes to purchases. Wherever you make a purchase, whether it be a product or service or purchased in a physical store or online, the transaction takes place in a specific location.

Artificial Intelligence and Machine Learning are no longer just buzzwords; they have evolved into powerful tools with real-world applications that are transforming the programmatic advertising landscape today.

Cinemark, in partnership with Publicis Groupe, is proud to present an innovative digital outdoor advertising (DOOH) campaign that promises to change the way brands connect with their audience in Lima. Using geo-referenced data from Taptap Digital, this campaign is designed to engage consumers in an effective and relevant way.

In our last blog, “Unlocking the Potential of Area-Based Marketing in CTV: Part 1 - Define your audience and focus areas” we dove into the first two parts of our 4-phase area-based marketing approach. The first phase is Audience, where we define and discover your ideal audience using 100s of on and offline georeferenced datasets which is then followed by phase 2 Area, where we select focus areas using affinity levels to identify where your ideal customers are concentrated. Now, in this second instalment, we will explore the next two phases of Media and Moments and how they can help deliver a more efficient and effective CTV campaign.