Retail Media's Next Frontier: Unifying Onsite, Offsite, and In-Store Advertising

02/11/25 • 20 min

"When you combine on-site inventory with a retailer's audience data, magic happens. It’s all about leveraging the right data to show the right ads to the right shoppers—and that’s where real gains are made." – Harsh Jiandani Retail Media's Next Frontier: Unifying Onsite, Offsite, and In-Store Advertising Ready to unlock the next big opportunities in retail media? In this episode, Kerry Curran sits down with Harsh Jiandani, Chief Commercial Officer at Kodi, to explore how retailers are breaking down silos and unifying advertising across onsite, offsite, and in-store channels. Discover how advanced audience data, shoppable connected TV, and in-store innovations like digital screens are transforming the shopper experience and driving revenue growth. Harsh shares actionable insights on overcoming challenges like data fragmentation and how brands and retailers can capitalize on this new frontier. If you're ready to think smarter, optimize campaigns, and boost revenue, this episode is a must-listen!"To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here. B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth. One of the biggest challenges? Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction. Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn’t investing in marketing, you’re not even making it into their consideration set. To grow revenue, companies must excel across four critical stages: ✅Awareness: They must have heard of you ✅Affinity: They must like you and believe you can solve their challenges ✅In-Market: They must be ready to buy ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering: - Increased high-quality lead volume - Shortened sales cycles - Improved close rates I'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I’ve consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing. I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies. Let’s set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

Previous Episode

Unlocking Revenue Growth: The Power of Discovery Calls and Buyer Insights

Unlocking Revenue Growth, the Power of Discovery Calls and Buyer Insights

“Discovery calls aren't just about making a sale. They're about truly understanding your buyer's world. It's about uncovering their challenges, learning their pain points, and showing them you genuinely care about their success. By asking thoughtful questions and actively listening, you build trust and create a connection that goes beyond the product or service you're offering.” That's a quote from Amanda Crooks and a sneak peek at today's episode.

In today's episode titled, Unlocking Revenue Growth, the Power of Discovery Calls and Buyer Insights, I'm joined by Amanda Crooks, Head of Sales and Marketing at Blink Metrics. Amanda and I had a great conversation where we discussed the critical role of discovery calls in driving revenue growth.

Amanda shares her expertise on how asking the right questions, actively listening and understanding buyer pain points can not only build trust, but also uncover opportunities to create tailored solutions that resonate with prospective clients. Stay tuned to the end where Amanda shares tips on using learnings from discovery calls for your website content strategy. This episode will leave you equipped to turn conversations into conversions and boost your revenue potential. Let's go!

Kerry Curran, RBMA (00:01.557)

Welcome, Amanda! Please introduce yourself and share your background and expertise.

Amanda Crooks (00:08.814)

Awesome, Kerry! Thank you so much for having me on the podcast. You know I'm a huge fan, so I really appreciate the opportunity to be here.

I’m Amanda Crooks, the Head of Sales and Marketing for Blink Metrics, an automated KPI tracking solution for small businesses.

A little bit about my background—it’s been a curvy path. I’ve worked in sales and marketing for a long time, including roles selling sponsorships for live events. I joined Blink Metrics from a large marketing agency.

I’ve always been a curious person—I love puzzles, and I also love encountering challenges in the workplace. A big part of my journey has been finding problems that aren’t quite solved and figuring out how to fit the different pieces together to create a solution, improve efficiency, or make something easier. It’s been really fun to apply those skills in sales and marketing.

Kerry Curran, RBMA (01:18.347)

Thank you, Amanda! We’re very excited to have you on.

Amanda and I actually met on LinkedIn, where we connected over our shared focus on building the interconnectivity between sales and marketing in lean environments. I’ve learned a lot from your posts, Amanda, and I’m excited to have you join us today!

In our previous conversations, we talked about the importance of strong alignment between marketing and sales—how marketing needs to fuel sales by providing the right content, messaging, and materials.

We’re seeing more and more data reinforcing that we’re in a buyer’s market these days. Buyers—especially in B2B and considered purchases—are spending more time researching, shortlisting their options, and engaging with content before ever speaking to a salesperson.

Because of that, it’s critical to get into the buyer’s mindset—to craft the right content that speaks to their needs while uncovering their pain points. One of the most important ways to do that is through the discovery call.

Amanda, let’s dive into your strategy and philosophy on how to conduct an effective discovery call.

Amanda Crooks (03:07.51)

Yes! Discovery calls are such a vast topic, and I know we’ll get into the details.

A huge part of my job is getting on the phone with people, talking through their specific situations, and understanding their pain points. But before they even get on a discovery call, they’ve already interacted with our website and marketing—so the first hurdle is making sure we’re positioned on their shortlist.

Once we’re on a discovery call, one of the most important aspects is really understanding what they’re trying to solve—the challenges they’re facing in their business.

My approach to discovery calls is simple: it’s called discovery for a reason. It’s about learning.

I was thinking about this earlier—it’s almost like an archaeological dig. Ideally, you get on a discovery call and uncover an entire dinosaur skeleton—you realize this prospect is the perfect fit for your solution. That’s the best-case scenario.

But even if you only find a piece of a broken pot, that’s still valuable. Every discovery call—whether it results in a sale or not—helps you learn something about your prospect, your product, and who is or isn’t the right fit.

Kerry Curran, RBMA (05:07.659)<...

Next Episode

Retail Media's Next Frontier: Unifying Onsite, Offsite, and In-Store Advertising

“When you combine onsite inventory with the retailer's audience data, magic happens. It's all about leveraging the right data to show the right ads to the right shoppers. And that's where real gains are made.” That's a quote from Harsh Jiandani and a sneak peek at today's episode.

In this episode titled Retail Media's Next Frontier: Unifying Onsite, Offsite, and In-Store Advertising. I'm joined by Harsh Jandani, Chief Commercial Officer of Koddi, a commerce media tech company.

Harsh and I discuss the evolving landscape of retail media and advanced strategies unifying onsite, offsite, and in-store advertising channels, as well as the challenges and opportunities in addressing data fragmentation across the retail media networks.

Stay tuned to the end where Harsh shares his expert predictions for the next three to five years, including the rise of shoppable CTV and smarter auction systems.

This episode is packed with insights and strategies for brands and retailers looking to stay ahead in a rapidly evolving market. Let's go!

Kerry Curran, RBMA (00:01.152):
So welcome, Harsh. Please introduce yourself and tell us a bit about your background and expertise.

Harsh Jiandani (00:07.017):
Hi everyone. My name is Harsh Jiandani. I'm the Chief Commercial Officer of Koddi, a retail media platform. I oversee sales, marketing, partnerships, and strategy for the company. I've been here for about a year and a half. Before this, I was at Microsoft as Chief Revenue Officer of Promote IQ. Prior to that, I spent eight and a half years at AppNexus/Xandr in various roles, ultimately launching Xandr Curate.

Kerry Curran, RBMA (00:34.75):
Excellent. So you've been in the industry for a while. You're quite an expert. Obviously, the e-commerce space in retail media has evolved very rapidly over the last few years. Can you talk about how you've seen the space evolve and what it’s been like having a front-row seat to these changes?

Harsh Jiandani (00:56.253):
It's been an exciting ride. Over the last five to seven years, retail media has felt like a rocket ship. It started with helping retailers launch and scale their programs, primarily focused on on-site advertising, such as sponsored listing ads, sponsored brand ads, and display ads. Now, it's expanded to include in-store advertising and leveraging data to target audiences offsite.

Another major evolution is retailers wanting more control over their programs. Early on, they were new to this space and transitioned overnight from being retailers to becoming some of the largest media businesses in the world. They relied heavily on external help. Now, as the space matures, retailers are seeking more control.

One notable trend is the growing fragmentation of retail media networks. There are now 200 to 400 networks, depending on who you ask, which has created new challenges for the industry. There's a big push to connect all this supply into a single access point for buyers.

Kerry Curran, RBMA (02:36.298):
Definitely. How are you seeing brands and technology platforms approach data integration? How are we getting smarter in a world of walled gardens and protected data?

Harsh Jiandani (02:54.259):
Let’s start by looking at the retailer side and then move to the brand side. Initially, retail media programs were based purely on keywords—advertisers bid on keywords that shoppers searched for. The next phase was SKU-based targeting, where ads were displayed based on specific products users searched for or browsed.

Now, we're in a third phase where retailers use customer data to enrich and inform the experience. Depending on the shopper, they might see different ads, and even the number of ads displayed can vary. This audience data overlays with SKU targeting, allowing retailers to adjust bids when reaching specific audiences.

On the brand side, things have also become more sophisticated. While brands still rely on keywords, they're increasingly trying to overcome fragmentation while targeting at the SKU level. Brands are working to integrate audience data and improve measurement through tools like Media Mix Modeling (MMM), but this area still presents challenges.

Kerry Curran, RBMA (05:17.928):
How have you seen the ability to capture and optimize data evolve? Where do you think it stands today?

Harsh Jiandani (05:28.125):
From the brand perspective, it’s been challenging. Retail media networks started as walled gardens, and brands have relied heavily on the measurement and audiences provided to them. Now, the biggest brands are pushing for more transparency, asking retailers to share the data they need to conduct their own media mix modeling instead of relying solely on retailers' return-on-ad-spend or incrementality metrics.

Kerry Curran, RBMA (06:32.756):
That’s a great point. Fro...