The Missing Middle: Insight Driven Shopper Media

Date & Time

Wednesday, October 3, 2018, 1:00 PM - 1:45 PM

Jeff Daniel Kim McGough


The definition of the “shop” or “store” has changed, resulting in a condensed purchase journey that requires comprehensive strategies to prioritize the right combination of mindset and placement. The evolution of shopper media has been slow to keep pace with rapid industry changes. There’s a missing middle that is continually overlooked: insight-driven shopper media strategies that are rooted in connection and context. … A headache medicine message when you’re stuck in rush-hour traffic. … A safety device message when storms approach your town. … The ability to anticipate shoppers’ needs by seamlessly integrating a brand’s message into their daily life.

Attendees will:

  • Look at the shopper media landscape and address the complexities of an evolved, digitally enabled shopper’s path to purchase with enabling technologies.

  • Learn strategic principles: Identifying the most influential moments and connection points along the journey.

  • Explore the implications for organizations: “What can you do as next steps?” An Effie-winning collaborative case study.

Location Name

L100 H

Full Address

Minneapolis Convention Center
1301 Second Ave. South
Minneapolis, Minnesota 55403
United States

Seminar Track

P2P Disruption