Button launches retail media inventory solution at Cannes Lions to empower publishers and creators
Button, a commerce optimization platform, has unveiled its breakthrough Button for Retail Media solution at the Cannes Lions International Festival of Creativity, to address the industry's biggest pain points: limited on-site inventory and complex activation processes.
This innovative solution empowers retailers, publishers and creators to seamlessly tap into retail media, the fastest-growing advertising channel in the history of the internet – with no development required.
Bridging the Gap Between On-Site and Off-Site Retail Media
In response to market frustrations with the fragmentation of off-site retail media, Button for Retail Media bridges the gap between retailers' on-site advertising and the vast audience reach of publishers and creators. Powered by Button's commerce optimization technology, the company's new retail media solution facilitates:
Inventory Expansion: Retailers extend their on-site advertising capabilities to premium publisher and creator audiences, while publishers and creators unlock a valuable new revenue stream. This inventory performs like search inventory due to the high purchase intent of shoppers enhanced with Button's commerce optimization capabilities.
Superior Performance: Early pilots delivered 300% increases in revenue per journey, for publishers and creators. Advertisers report ROAS metrics that rival on-site retail media with ROAS performance surpassing 34% on average, outperforming off-site retail media by 223%.
Effortless Launch: No coding expertise needed, allowing any advertiser to deploy a full-fledged retail media strategy in minutes.
Technology Provider Agnostic: The inventory solution seamlessly connects with industry leaders like Microsoft Advertising and TripleLift, and others to ensure scalability and reach from day one.
Industry Leaders Applaud Button's Innovation
Button for Retail Media has already garnered praise from major players including:
Lynne Kjolso, Vice President of Global Partnerships and Retail Media, Microsoft Advertising: "Microsoft Advertising is focused on empowering retailers, brands, and publishers to tap into the potential of retail media through on-site and off-site opportunities and this collaboration is an example of omnichannel retail media in action. We're pleased to work with Button to support monetization for retailers and publishers, bringing Microsoft Advertising's unique demand, and helping advertisers reach new audiences."
Wes Schroll, Founder and CEO, Fetch: "Button enables us to offer a new retail media solution that is seamless and complementary to our millions of shoppers' experiences. It allows us to capitalize on brand advertiser budgets in a way that is truly performance-focused and ahead of its time."
Ken Blom, Chief Business Officer, Buzzfeed: "Button's investment in providing publishers innovative ways to drive more revenue while maintaining a commitment to providing great user experiences is unparalleled. Button's new Retail Media solution continues building on that reputation."
