Triad Retail Media


A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

For prior Sales Leads editions, click here.

  • Dove

#WeAllGrow Latina Network, a community of trailblazing digital influencers and creative entrepreneurs, announced Unilever´s Dove as the official title sponsor for their #WeAllGrow Summit 2019, the professional conference for Latina changemakers scheduled for May 30 – June 1 in Long Beach, California. Echoing a longstanding commitment to highlighting real women and building beauty confidence, Dove is taking action in collaboration with Getty Images and Girlgaze to diversify the way women are represented with its latest initiative Project #ShowUs, the world’s largest stock photo library created by women and non-binary individuals to shatter beauty stereotypes. The photos are now available to media and advertisers everywhere to license for future projects, helping to diversify the vision of beauty around the world.To amplify the conversation surrounding the portrayal of women in more realistic, culturally-relevant scenarios and empowering roles, Dove is inviting the diverse community of Latinas attending the #WeAllGrow Summit 2019 to join them in helping expand the definition of beauty by sharing their vision of real female beauty, confidence and success.The brand is bringing the topics of inclusivity and self-defined beauty front and center by hosting a series of immersive experiences and throughout the duration of the event, the #MiMomentoDove Suite will offer attendees a moment to recharge with a variety of services including:Dry styling sessions, luxurious foot cleanse and massages, personalized Baby Dove Rich Moisture Tip to Toe Wash and Lotion duos and dermatologist 1:1 consultations.Centered around the theme “We Are CHANGEMAKERS,” the #WeAllGrow Summit 2019 is bringing together a sisterhood of Latina creators, storytellers and business leaders for the fifth consecutive year to celebrate the power of Latinas as a driving force in this country.


  • McDonald’s

Kansas City-based agency Bernstein-Rein (BR) garbbed additional McDonald’s business after competing against two longtime McDonald’s roster agencies for both the creative and media assignment for the Missouri co-op “Big-MO,” Mediapost has reported. This local co-op media business stretches across southern Missouri to northern Arkansas to Western Illinois to northeastern Oklahoma and includes 124 McDonald’s restaurants. This expands BR’s business with the fast-food giant, lifting the number of restaurants that agency will work with to 365. Late last year, the agency went through a local co-op media agency certification process to become qualified for media in addition to creative services.


  • Unsun Cosmetics

Sunscreen is moving toward greater sensitivity to diverse skin tones, and on a mass scale. Unsun Cosmetics, known for its shade-inclusive SPF-focused products that sell at UnsunCosmetics.com, Credo and Detox Market, is launching a diffusion line called Unsun Everyday. The collection landed in 180-plus metro-focused Target stores and on Target.com to serve customers of color. Unsun is not the only brand to want to teach diverse consumers about sun protection. For the first time in its 22-year history, SheaMoisture is also venturing into sun care. The Unilever-acquired brand debuted its first SPF 35 body product, as well as a pre-swim sun protector for hair and an after-sun body cream, earlier this month exclusively with 3,000 Walmart stores and Walmart.com. SheaMoisture’s sun protection products range from $11.97 to $13.97.Sunscreen that is best suited to multicultural skin tones is made from natural ingredients, such as zinc oxide or titanium dioxide, and then tinted. But many are not tinted enough. Other chemical-based formulas, made up of avobenzone and oxybenzone, may also work but typically require a clear base. Katonya Breaux, Unsun Cosmetics founder, launched Unsun in 2016 because existing sunscreens left a filmy residue on her darker skin. Her recent move with Target not only gives the brand a larger physical retail footprint but it also allows women of color access to sunscreens free of chemicals.With the Target launch, Unsun expects to double 2018 sales at a minimum.According to Nielsen, multicultural consumers (including that African-American, Asian and Hispanic people) account for about 42% of the personal soap and bath needs category, or US$1.3 billion, and 32% of the fresheners and deodorant category, which is over US$774 million. 


  • Target

Target may acquire Triad Retail Media, The Wall Street Journal reported.WPP’s Triad Retail Media unit helps brands design digital advertising campaigns and also sells media space on retailers’ websites. Target has an existing relationship with WPP as a large media-buying client. While Target’s discussions with Triad are reportedly only in the preliminary phase, pursuing the group would make sense for the big-box retailer if it wants to keep up with key rivals Walmart and Amazon that are quickly ramping up their advertising businesses. Triad was acquired by WPP for about US$300 million in 2016.

  • Lexus

Lexus is pleased to fill that role as the official vehicle of Sony Pictures’ “Men in Black: International,” slated to open in U.S. theaters June 14, 2019. The second trailer for the film was released t MeninBlack.com. Lexus vehicles are the official fleet of Men in Black agents globally in the film. The 2020 Lexus RC F stars as the Men in Black agents’ vehicle of choice for their high velocity pursuits. The luxury sport coupe recently underwent an exciting change, making it faster, lighter and even more ready to transport the Men in Black as they save the universe. The Lexus RC F offers the best power-to-weight ratio in its class and the most powerful Lexus V8 to date, generating 472-horsepower – plus in the film it boasts some pretty amazing alien tech. The Lexus RX Hybrid and Lexus LX SUVs are also featured in film scenes with alien encounters.The collaboration between Lexus and Sony Pictures’ “Men in Black: International” includes integration in the film, a co-branded TV spot, a custom Men in Black RC F and sponsorship of the film premiere. The 30-second spot, an effor of Sony and Team One, shows off the vehicle with the two stars of the movie, Chris Hemsworth and Tessa Thompson. The spot debuts on broadcast and will air during cable and network sports including the NHL Stanley Cup Finals, late night including “Late Night with Seth Meyers” and the Tonight Show with Jimmy Fallon, and on prime time and cable, in addition to advanced TV, digital and social.

  • Water Sports Foundation (WSF)

For the third consecutive year, the Water Sports Foundation (WSF) of the United States launches in partnership with Hispanic Communications Network (HCN), a new edition of its successful multimedia educational campaign, to promote the use of life jackets among members of Latino families across the country. The campaign coincides with the completion of the National Week of Safe Navigation (NSBW), from May 24 to 31.Another of the activities of the NSBW includes going one day to work with life jackets, in order to highlight the importance of using the vest as other security elements that are already part of our daily life, such as the safety belt in cars.”Unfortunately, our Latino community has one of the highest percentages of people, especially children, who can not swim. It is proven that the use of vests saves lives. In the case of Latino families, that benefit is more important than among any other group,” said HCN President Alison Rodden.The new campaign seeks to continue efforts to inspire a culture of maritime safety among the Spanish-speaking public, through Public Service Messages in the network of affiliated stations of HCN, in the programming of shows of the Hispanic Network, as well as messages multimedia on their sites on social networking platforms such as Facebook, Twitter and Instagram. The campaign will be broadcast from May 24 to 31 at the national level.

What: North American company TRIAD Retail Media is beginning its operations in Mexico. The company that recently was acquired by Xaxis (WPP)  will focus on Mexico in 2017 and expand to other Latin American countries in 2018 (see below interview with TRIAD Retail Media general manager Eduardo Picazo).
Why it matters: Mexico has a strong potential as it relates to the development of e-commerce, particularly in retail sector.

North American company TRIAD Retail Media is beginning its operations in Mexico.TRIAD’s operations in Mexico respond to the important growth shown by ecommerce locally, specifically in Retail, and therefore, in digital advertising.

TRIAD is a company that develops, manages and operates digital media programs that enable the world’s leading brands to engage consumers on the largest digital retail platforms to turn shoppers into buyers.

>According to e-Marketer:

  •  Estimated e-Commerce sales in 2017 in retail in Mexico: US$9 billion dollars (2% of total retail sales in the country). Expected growth in 2019 of US$13 billion dollars.
  • Estimated digital advertising investment in Mexico 2017: US$1.6 billion dollars (20% increase).

In addition, this week (May 29-June 2nd), Hot Sale takes place in Mexico, an online campaign with discounts in retail (more than 200 companies). According to AMVO (Mexican Association of Online Sales), it is expected that Mexicans spend around US$270 dlls per person these days, to sum sales of approximately US$1.2 billion dollars.

Estimated retail e-Commerce sales in Mexico in 2017 are around US$9 billion dollars

Eduardo Picazo joined Triad Retail Media as Managing Director to help grow the company’s international expansion into Mexico and specific Latin America markets. Eduardo will oversee the successful implementation of digital retail media campaigns in those markets and manage Triad’s day-to-day relationships with key retailers in the market.

Portada: How is Triad working with Xaxis as the company we understand was bought by Xaxis?

E.P: “In November 2016, Triad Retail Media joined the WPP family of companies as part of an acquisition by Xaxis. We’re excited about the opportunities ahead of us and the access to expanded resources, capability and technology that we will gain. With the global resources of WPP, access to GroupM and direct ties to Xaxis, Triad is poised to grow even faster.

Portada: E-commerce is at a later stage in LatAm versus U.S. What experiences from the U.S. market can Triad apply to LatAm?
E.P: “At Triad, we are in business to connect brands, retailers and shoppers in a meaningful way to enrich the shopping experience. We know that a positive and engaging shopping experience is key to driving e-commerce sales globally. We do this through meaningful creative and content experiences, which help convert e-commerce shoppers into buyers, not only in the digital space, but also in-store.”

Portada: In what other Latin American countries is Triad going to open offices and when?

E.P: “We are focusing our efforts on Mexico this year and look forward to growing throughout Latin America in the future.”

What: WPP’S global programmatic media and technology platform Xaxis has acquired Triad Retail Media, a leading digital retail media specialist in the US.
Why it matters: Triad Retail Media recently launched a Hispanic owned ad network.

squarelogo_200x200_twitter_400x400 xc6ntqpv_400x400WPP’s wholly-owned operating company Xaxis, the global programmatic media and technology platform, has acquired Triad Retail Media, a leading digital retail media specialist in the US. The acquisition is  still subjected to regulatory approval.

Triad manages and delivers creative, data and production digital media advertising campaigns to connect with shoppers at point-of-sale. Major global retail partners include Walmart, eBay, Toys”R”Us, CVS, Sam’s Club, Staples, Kohl’s, Asda and more than 1,500 of the world’s largest advertisers.Triad’s gross revenues were over US$500 million for the year ended December 31, 2015 with net revenues of over US$120 million as of the same date. The company employs nearly 700 people. It is based in St. Petersburg, FL with offices in London, Sydney, Hamburg, Amsterdam and ten other markets. It was founded in 2004.

The deal will establish Xaxis as a significant player in the fast-growing retail media and e-commerce market while providing Triad with access to Xaxis’ technology expertise and the resources and client base of WPP.

The acquisition continues WPP’s strategy of focusing on three key areas that differentiate the Group’s offering to clients: technology, data and content. WPP’s digital assets include companies such as Acceleration (marketing technology consultancy), Cognifide (content management technology), Conexance (data cooperative), Salmon (e-commerce), and Hogarth (digital production technology). WPP also has investments in a number of innovative technology services companies such as Globant, Mutual Mobile and Polestar (a specialist Alibaba ecommerce company in China), as well as ad technology companies such as AppNexus, comScore (data investment management), eCommera, DOMO, mySupermarket and Percolate.

The deal will establish Xaxis as a significant player in the fast-growing retail media and e-commerce market

The Group has invested in digital content companies like Russell Simmons’ All Def Digital, Fullscreen, Indigenous Media, Imagina (a content rights and media company based in Spain), MRC, Refinery29, VICE and Woven Digital. WPP’s roster of wholly owned digital agencies include AKQA, Blue State Digital, F.biz, Mirum, OgilvyOne, POSSIBLE, Rockfish, VML and Wunderman. In 2015, the Group acquired a majority stake in Essence, the global digital agency and the largest independent buyer of digital media.

WPP’s digital revenues were over US$7 billion in 2015, representing 37% of the Group’s total revenues of US$19 billion. WPP has set a target of 40-45% of revenue to be derived from digital in the next five years. In North America, WPP companies (including associates) collectively generate revenues of over US$7 billion and employ over 28,000 people.

“Through this partnership, we have been able to accelerate our growth, expand internationally and position Triad as the global leader in digital retail media,” said Roger Berdusco, CEO of Triad Retail Media.

Terms of the deal weren’t disclosed.

@TriadRetail @Xaxistweets