Wonder bets on retail media with Tastemade acquisition

Wonder bets on retail media with Tastemade acquisition

  • 14.03.2025 16:08
  • marketingdive.com
  • Keywords: NoCompanies

TechTarget and Informa Tech have combined their digital businesses, creating a vast network of 220+ online properties serving 50+ million professionals with original content. Wonder acquired Tastemade to integrate its video storytelling capabilities with Wonder's delivery services, aiming to enhance media offerings for consumers and brands.

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Context

Analysis of TechTarget-Informa Tech Combination and Wonder-Tastemade Acquisition

Key Facts

  • TechTarget & Informa Tech: Combined digital businesses with 220+ online properties, reaching 50+ million professionals across 10,000+ topics.
  • Wonder's Mobile App: Enables ordering from delivery-first restaurants; parent company to Blue Apron and Grubhub.
  • Tastemade Acquisition: Wonder acquired content media company Tastemade for undisclosed terms.
  • Tastemade Metrics:
    • Social media followers: 160 million
    • Monthly users across streaming channels: 13 million
  • Strategic Goals: Combine Tastemade’s storytelling with Wonder’s data and delivery capabilities to create a media network.

Business Insights

  • Wonder's Expansion Strategy: Focuses on building a media network to enhance advertising opportunities through video content (e.g., 10-second shorts, feature-length documentaries).
  • Tastemade Integration: Positions Wonder as a leader in retail media by leveraging Tastemade’s audience and creative capabilities.

Market Implications

  • Shift Toward Retail Media Networks: Companies like Walmart (acquiring Vizio) and Amazon are expanding into CTV and programmatic advertising, signaling growth in offsite media.
  • Influencer Marketing Growth: 50% of Unilever’s ad spend is allocated to social media, highlighting the rising importance of influencer strategies.

Competitive Dynamics

  • Wonder's Strategic Edge: Acquisition strengthens Wonder’s ability to offer end-to-end solutions for brands, combining content creation and delivery.
  • Tastemade Co-Founders' Roles: Larry Fitzgibbon and Steven Kydd will lead media and business development, ensuring smooth integration and growth.

Long-Term Effects

  • Potential Market Dominance: Wonder could emerge as a key player in retail media networks, offering innovative advertising solutions.
  • Data-Driven Advertising: Integration of Tastemade’s audience data with Wonder’s delivery capabilities may set new standards for personalized marketing.

Regulatory Considerations

  • Privacy and Data Usage: As Wonder leverages user data from Tastemade, potential regulatory scrutiny around data privacy could impact operations.

This acquisition underscores the growing convergence of retail, media, and advertising industries, with companies like Wonder positioning themselves as multi-channel solution providers.