‘Retailers are media owners in their own right’: Why e-commerce is driving more of Unilever's media spend

While there may be some slowdown as lockdowns ease, e-commerce is unlikely to revert to pre-pandemic levels, said Claire Hennah, vp of e-commerce at Unilever September 09, 2020 With online grocery sales showing no signs of slowing down even as lockdowns relax, Unilever’s media spending is shifting accordingly, said Claire Hennah, vp of e-commerce at Unilever. In an interview with the executive, she said that more than 5% of the advertiser’s total sales now come through e-commerce channels. Last year, that figure was 6% and in 2020, the trajectory of e-commerce is on an even steeper upward curve. As online shopping behaviors mature, Unilever’s e-commerce strategy is expanding, covering technology platforms, retailers and delivery apps. Read more below. - "As our e-commerce business matures, we’re starting to [collaborate with more retailers]( ... We have a strong, long-standing relationship with Tesco that’s carried over into commerce," said Hennah. - For Digiday+ members, this year did not lead to the seismic shifts in the TV upfront market that were expected in the wake of the coronavirus crisis. Yes, there have been changes, however, the broad outline of [the traditional upfront model remains in tact.]( - Facebook has apologized for what it has described as a “technical issue” that caused its ads to appear on news publisher websites [without those publishers’ permission.]( Other things to know about - On this week’s The New Normal, NTWRK president Moksha Fitzgibbons will join Digiday editor-in-chief Brian Morrissey to discuss the future of livestream shopping, including how habits are changing due to the pandemic and the evolving role China fills. [RSVP here]( to join us for a live discussion on Friday, September 11 at 12 p.m. ET. - The topic is the state of ad ROI. Following closely on the heels of Sharethrough’s new state of the industry report, this exclusive, invite-only, off-the-record roundtable — September 9 at 12:30 p.m. EDT — is open to applicants from leadership positions at brands and agencies, free of charge. Digiday’s managing editor Jim Cooper will lead, and experts at Sharethrough and Jounce will host. [Apply now for a seat, and we’ll respond to submissions by September 9](. Sponsored by Sharethrough. Top Stories Retail Revolution [‘Retailers are media owners in their own right’: Why e-commerce is driving more of Unilever's media spend]( While there may be some slowdown as lockdowns ease, e-commerce is unlikely to revert to pre-pandemic levels, said Claire Hennah, vp of e-commerce at Unilever howdy! Business of TV [‘There wasn’t a huge shift’: TV upfront market did not undergo expected overhaul this year]( TV upfront became more pliable this year, but the traditional model largely remained in place with most advertisers sticking to the traditional broadcast-year window. Sponsored by MoPub [Consumers are spending more time on mobile, and the majority of that time is in-app]( Consumers spent more time on their mobile devices than watching TV in 2019, and the majority of that time was spent in-app versus on a mobile browser. Download this new guide to find out how to tap into the in-app audience in 2020 and beyond. Advertisement howdy! Publishing on Facebook [Facebook says ‘technical issue’ caused its ads to appear on publisher websites without their permission]( One of the affected publishers included the Danish Broadcasting Corporation, which does not run any ads on its site. Sponsored by Fabric [Brands are making modular e-commerce improvements to minimize cart abandonment]( As online shopping surges during the pandemic, brands are searching for cost-effective ways to create better e-commerce experiences for customers. howdy! DIGIDAY+ MEMBER EXCLUSIVE ['It's the first time they're listening': Apple is striking a more conciliatory tone with the ad industry]( After giving publishers more time to adapt to its app privacy change, Apple has also agreed to meet with ad industry bodies to discuss concerns about the update. Advertisement Sponsored by Facebook for Business [Mid-pandemic, seasonal e-commerce shopper demographics are skewing older]( New research finds that 85 percent of shoppers — including 80 percent of boomers and Gen Xers — are shopping online during the pandemic. In a new guide, learn what this trend means for retailers and marketers during the holiday season. howdy! 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