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
| 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. | | |
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