How Skai’s Audience Center Further Advances Full-Funnel Retail Media Advertising 

As competition within retail media intensifies, marketers are embracing full-funnel strategies to stay ahead. After all, display advertising is now used by 36% of retail media advertisers, and connected TV by 26%, according to eMarketer. The reduction in volume of third-party cookies and increased online activity have also heightened the need for insights in order to remain competitive. 

Instead of relying solely on lower-funnel tactics like conversions, full-funnel retail media enables brands to reach consumers at every stage of their journey, whether they’re just discovering a product or ready to purchase. This holistic approach ensures marketers can engage customers in meaningful ways at key inflection points, nudging them seamlessly down the purchase path.

At the heart of this evolution are audiences—the key to unlocking the power of full-funnel retail media. For marketers, it’s essential to understand their audiences, how to target them effectively, and how to measure their engagement across each touchpoint in the funnel. By leveraging rich audience insights and precision targeting, brands can refine their strategies to deliver the right message at the right time, fostering deeper connections and driving better results.

Let’s dive into Skai’s latest innovation: Audience Center, designed to give retail media marketers the insights and tools they need to make impactful decisions across every stage of the customer journey.

Empowering marketers to engage at every stage

Expanding upon Skai’s well-established capabilities, Skai’s Audience Center enables advertisers to turn audience insights into highly effective, privacy-compliant audience targeting throughout the customer journey via proprietary user-friendly workflows, data visualizations, and intuitive features that make quicker decisioning possible. 

In Audience Center, Skai translates complex insights from Amazon’s audience signals to help marketers expand reach to relevant audiences and discover new opportunities for display and video advertising. Marketers can benefit from this in multiple ways:

Deeper insights on existing audiences. Uncover Amazon DSP insights about audience size, reach, and demographics.

Discover new audience opportunities. Expand campaign reach by gaining deep insights into existing audiences. In addition, Skai provides predictive insights to help identify audiences that closely match ideal customers based on Amazon DSP’s machine learning models.

Audience Performance Analysis: Use Skai’s Audience Grid for a holistic view of audience signals to understand how targeting is driving performance. Identify underperforming audiences and remove them in bulk or automatically based on predefined criteria, as well as implement automated notifications to allow for mid-flight campaign optimization in near real-time.

Identification and Creation of New Audiences: Leverage custom audience workflows and insights from Amazon Marketing Cloud (AMC) to create and add relevant audiences to campaigns.

As retail media advertising evolves, success hinges on understanding and leveraging audience data at every stage of the funnel. Skai’s Audience Center offers the insights and tools that enable brands to achieve this, helping them execute full-funnel strategies with precision and drive impactful results across display, video, and connected TV channels.

Maximizing Retail Media Performance with Skai and Audience Center

As retail media competition intensifies, marketers are increasingly turning to full-funnel strategies to remain competitive. Skai is at the forefront of this shift, thanks to its industry-leading integrations across commerce media. These integrations provide brands with unparalleled access to key platforms, enabling them to reach consumers wherever they are in their journey—whether at the top of the funnel or right before conversion.

“A thriving retail media strategy requires a full-funnel approach. With the uniquely advanced audience capabilities of our platform, marketers can make informed decisions about where, when, and how to effectively reach the consumers that truly matter to their brands and businesses,” said Gil Sadeh, President of Skai. “That confidence will only increase as Skai evolves its holistic, cross-publisher audience insights to help shape comprehensive, omnichannel strategies.”

Audience Center also benefits from nearly two decades of innovation within Skai’s omnichannel platform, including:

Cross-channel advertising management. Skai empowers brands to manage and optimize campaigns seamlessly across search, social, and retail media platforms. When paired with Audience Center’s deep audience insights, marketers can ensure their cross-channel efforts are precisely targeted and optimized at every touchpoint.

Real-time campaign optimization. The platform continually adjusts campaigns based on performance metrics, ensuring marketers maximize impact at every stage of the funnel. Audience Center enhances this capability by providing real-time audience data, enabling immediate adjustments that align with consumer behavior.

Automated budget allocation. Skai’s advanced tools automatically allocate budgets dynamically across channels and funnel stages, optimizing spend for the highest returns. Audience Center further amplifies this by identifying which audience segments deserve increased investment, ensuring the most effective use of resources.

Full-funnel performance tracking. Marketers can track performance at each stage of the funnel, gaining insights into what drives engagement and conversions. When integrated with Audience Center, these insights become even more valuable, offering granular audience-level performance data to fine-tune strategies throughout the customer journey.

Dynamic creative optimization. Skai’s creative tools dynamically adjust visuals and messaging to match audience preferences and behaviors in real time. Audience Center allows marketers to align these creative adjustments with specific audience insights, ensuring that creative variations resonate with the right segments.

Skai Decision Pro. Skai’s intelligent decision-making engine provides marketers with recommendations for optimizing media buying decisions based on data-driven insights. When combined with Audience Center, this capability becomes even more powerful, allowing brands to make smarter decisions rooted in comprehensive audience understanding.

Together, these capabilities and Audience Center provide marketers with the tools to execute fully integrated, data-driven strategies that guide consumers through every stage of the funnel, ensuring maximum impact and efficiency.

Conclusion

As retail media continues to evolve, the importance of a full-funnel approach is undeniable. With Skai’s Audience Center, marketers are equipped with the tools and insights needed to master this complex landscape. By leveraging Skai’s robust integrations, advanced audience insights, and seamless cross-channel capabilities, brands can deliver meaningful, data-driven experiences that guide consumers from awareness to conversion.

To discover how Audience Center and Skai’s Retail Media solutions can elevate your full-funnel strategy, schedule a personalized demo with our team today and see firsthand how our tools can drive impactful results for your brand.