Target vs Wolt

Target Launches 'Academy of Giftology' Holiday Campaign

Target has unveiled its holiday campaign 'Academy of Giftology', marking the first major marketing initiative under its new CEO. The campaign focuses on helping customers find personalized and meaningful gifts, with a strategy centered on the gift giver. Michelle Mesenburg, Target's SVP and Chief Brand Officer, emphasized a focused approach to building gift givers' confidence through content. The campaign replaces previous 'Hot Santa' concepts and represents a strategic shift in Target's holiday marketing.

• Target launched its holiday campaign 'Academy of Giftology'.
• The campaign is the first holiday campaign under Target's new CEO.
• Michelle Mesenburg is SVP and Chief Brand Officer at Target.

Target Cautiously Considers In-Store Digital Screens for Ads

At a recent partner event in New York, Target's retail media network Roundel addressed the future role of physical stores in retail media. Jenny Holleran, VP of Roundel's partner solutions group, stated that for now, brands should reach in-store shoppers through Target's e-commerce platforms, as 60% of shoppers use the app or mobile site while in store. However, Target is cautiously considering placing digital screens for ads in stores, but only in a way that wouldn't disrupt the customer experience. No timeline or further details were provided. The cautious approach reflects a desire to integrate advertising thoughtfully without harming the shopping experience.

• Target is considering placing digital screens for ads in stores.
• Jenny Holleran, VP of Roundel's partner solutions group, said brands should reach in-store shoppers via Target's e-commerce platforms for now.
• 60% of Target's shoppers use the retailer's app or mobile website while in store.

NBCU's Shoppable TV Boosts Brand Favorability by 171%

NBCUniversal reports significant year-over-year growth in its shoppable TV business, which spans original shows on Peacock and third-party platforms like LG TVs. Viewers can purchase products from around 12 shows, including 'Traitors' and 'Love Island USA'. The company cites a 171% increase in brand favorability when shoppable moments are tied to popular IP, and engagement is 3X higher with in-show product integrations versus traditional ads. NBCU uses computer vision to identify products in scenes, which are then curated by human operators and made shoppable via web experiences or APIs to TV partners. They also offer licensed merchandise and exclusive items, and see retail media spend moving into TV as a key growth driver.

• NBCUniversal's shoppable TV business covers about 12 shows, including 'Traitors' and 'Love Island USA'.
• Shoppable TV experiences are available on Peacock and third-party platforms like LG TVs.
• Brand favorability increased by 171% when shoppable content is attached to popular IP.

Teads Integrates with Koddi Commerce Media Infrastructure

Teads and Koddi have announced a new integration connecting Teads' Ad Manager with Koddi's commerce media infrastructure. This partnership enables advertisers to purchase onsite retail inventory from Koddi networks in the US and Europe, including Sponsored Product Ads and display placements on merchant and commerce platforms. The integration uses the OpenRTB standard to facilitate automated exchange between demand and sell sides, eliminating the need for proprietary integrations between Teads and individual retailers. Networks such as Wolt Ads, Gopuff UK, and Hopper are among those connected. Retailers retain control over inventory, pricing, and quality standards through Koddi's SSP. This move expands Teads' programmatic retail media offerings, allowing advertisers to plan and activate retail media alongside other channels within the Teads Ad Manager.

• Teads integrates its Ad Manager with Koddi's commerce media infrastructure.
• Advertisers can purchase onsite retail inventory from Koddi networks in the US and Europe.
• The integration uses the OpenRTB standard.

Uber Eats, Wolt, Flink, Lieferando dominate German quick commerce

A YouGov study reveals that 37% of German consumers use quick commerce services for groceries and daily goods, with usage highest among younger demographics. Flink's brand awareness has doubled since 2021 to 36.5%, surpassing Wolt (33.7%) but trailing Uber Eats (50.4%). In terms of purchase consideration, Lieferando leads at around 20%, followed by Uber Eats (6.9%) and Flink (6.5%), while Wolt trails at 3%. The study highlights the growing importance of quick commerce as a regular part of digital shopping in Germany.

• 37% of German consumers use quick commerce services at least occasionally.
• Flink's brand awareness doubled from 18.1% in 2021 to 36.5% in 2026.
• Uber Eats has highest awareness at 50.4%, followed by Flink (36.5%) and Wolt (33.7%).

Wolt partners with the European Transport Safety Council to help make city streets safer for couriers, cyclists and pedestrians

The one-year partnership will see Wolt and ETSC work together on how urban road infrastructure affects the safety of people walking, cycling and motorcycling.