Target increases advertising efforts with revamped media company Roundel – TechCrunch

This is a surprising addition to New Frontes, the first Target participant, today announced its intention to rename its media network, formerly known as "Target". Media Network "which will be called" Cocarde ". The goal of repositioning is to better communicate to customers that its purpose is not limited to advertising on Target.com. Instead, Roundel will create campaigns and content for its customers, which include brands and agencies, including brands that are not sold in Target stores, and will transmit them on its website or on external channels. "Brand Protected" such as Pinterest, PopSugar and NBC Universal.

To date, Target has argued that its consumer data and habits can help it create better campaigns and content for interested brands. Target Media Network was already working with national advertisers, including those who did not sell products in Target, prior to this new branding. But the previous name limited its potential, said the retailer.

The approximately 1,000 Roundel partners (formerly Target Media Network customers) include Coca-Cola, Disney, Pepsi, P & G, MasterCard, Unilever, Dyson, and more. The network, launched in 2016, experienced double-digit growth during this period.

AdWeek (paywalled) was exclusive at the launch of Roundel. Target also shared the details on its own website.

According to AdWeek, Target wanted to announce Roundel to NewFronts because it would not focus solely on display ads; it would also be social, video and linear networks.

Roundel will rely on information provided by Target's customers to create personalized advertising campaigns that can be broadcast on Target.com or elsewhere through 150 secure channels, such as Pinterest, PopSugar, NBCU, etc. These channels can also be websites, mobile or social, target notes.

Advertisers do not need to sell their products at Target to work with Roundel. Other brands, such as financial services, automotive and travel companies, can also benefit from Roundel's offerings.

Contrary to rumors that precede the event, Target does not consider investing in original content like rivals Walmart (Vudu) and Amazon (Prime Video).

The launch comes at a time when retailers are more directly involved in advertising, both on their websites and through other media, going beyond simple graphic ads. Amazon, for example, is currently running a streaming QVC video network on Amazon.com called Amazon Live. He has also developed a large and expanding advertising business covering all of his properties, including Amazon.com, IMDb and Amazon Video, and talks with customers about other types of ads, including video.

In the fourth quarter of 2018, its advertising activities exceeded $ 3 billion, but slowed in the first quarter of 2019 to $ 2.7 billion after five quarters of growth of more than 60%. It is now number three behind Facebook and Google, but it remains a distant third.

Target had not kept his plans well before today's event. But it was not the only retailer to offer advertisers this week NewFronts digital content.

Yesterday, Walmart introduced a new video advertising network, the Vudu Audience Extension network, which is expected to reach half of the US homes, as well as its interactive video projects and "promotional" programs as well as new original content. She has also expanded her advertising business and expanded her relationships with agencies so that they are talking about new ad formats such as video.

Target did not follow the usual course for this type of presentation. The event took place in a unique environment, with little seating, conferences pop-up in different places and bathed in red light.