'Tip of the Iceberg Podcast' — Live, shoppable videos at The Fresh Market? Yes, it's a thing
Learn how an award-winning partnership between The Fresh Market and Firework is inspiring shoppers to buy produce and other grocery ingredients while attending live virtual cooking events where they can join the conversation.
Listen to Season 3, Episode 20 of "The Tip of the Iceberg Podcast" to hear the chat with Jason Holland, chief business offer of Firework, a video commerce company.
The Fresh Market will offer brands the opportunity to run sponsored video ads across its ongoing livestream series, which features content like holiday meal prep tutorials and chef-developed recipes that are already enjoying extremely high engagement rates. Unlike the overwhelming majority of retail media networks, which rely on static display and search, The Fresh Market will use Firework’s platform to enable what it calls a "first-of-its-kind, video-driven [retail media network] experience."
As retail media represented the fastest-growing digital ad channel in the world at the end of 2022, according to Insider Intelligence, the announcement comes during a period of exceptional growth for retail media networks, Holland said. Having realized the untapped revenue potential of their owned digital channels, such as websites and apps, a growing number of retailers are launching these networks.
Meanwhile, thanks to the multitude of advantages RMNs provide to advertisers — such as superior ad targeting, increased brand safety and heightened visibility where and when shoppers are most likely to transact — brands have been quick to redirect their ad dollars toward these novel marketplaces, he said.
Related: The Fresh Market pilots generative, AI-powered shoppable videos and they're 'always on'
