Consumers don’t move through funnels
Marketing diagrams often present the customer journey as a sequence: awareness, consideration, purchase and loyalty. It is a useful way to organize thinking. It is a much less accurate way to describe how people actually make decisions. Consumers move forwards and backwards. They discover a product, forget about it,...
The physical store… as a medium
As advertising has become increasingly digital, it is easy to think of the physical store primarily as the place where a media journey ends. The advertising happens elsewhere; the transaction happens in-store. That view underestimates what a physical store actually is. A physical store is not simply a point...
Proximity Marketing in Retail Media: Turning Stores into Channels
For years, marketers have pursued the same objective: delivering the right message to the right person at the right time. Today, retail media makes it possible to add another critical dimension: the right place. By combining first-party data, digital advertising and extensive brick-and-mortar store networks, retailers are transforming proximity...
Your Media Strategy should follow Shoppers, not channels
Marketers have spent years investing in “omnichannel” strategies, connecting websites, mobile apps, social media, email, and physical stores into what appears to be a seamless customer experience. Yet many campaigns still leave a significant blind spot untouched: the moment when digital intent becomes physical action. Consumers don’t think in...
Non-Endemic Retail Media: Consumers Beyond the Shelf
Retail media has traditionally been associated with brands promoting the products they sell within a retailer’s own assortment. A consumer searches for a television and sees another television brand. Someone browses coffee machines and encounters different coffee machine manufacturers. This is the foundation of retail media—and it continues to...
AdLink at the 7th OT Forum: Τhe next 100 years of media
AdLink proudly participated in the 7th OT Forum, one of Greece’s most important platforms for dialogue around business, technology and society. This year’s event carried special significance as it celebrated 100 years of Οικονομικός Ταχυδρόμος, marking a century of contribution to economic thought, journalism and public discourse in Greece....
Retail Media: The complete guide to the fastest-growing advertising channel
Retail Media is rapidly becoming one of the most important channels in digital advertising, enabling brands to reach consumers at the exact moment they are researching, comparing or purchasing products.Retail Media refers to advertising opportunities offered by retailers across their owned media ecosystem. These include e-commerce websites, mobile apps,...
TCL: Bringing Connected TV into the AdLink Network
AdLink expands its unified Media Ecosystem with Connected TV through TCL The media landscape is no longer divided between online and offline. Consumers move seamlessly between screens, environments, and moments throughout the day — from mobile and desktop, to in-store experiences, outdoor environments, and now increasingly, Connected TV. As...
CTV: Combining scale with precision for the first time!
For decades, television offered one thing digital channels could not: Mass attention. At the same time, digital advertising introduced capabilities traditional television never had: targeting personalization optimization real-time reporting measurable outcomes Connected TV is now merging both worlds. And that changes the economics of video advertising entirely. Connected TV...
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