EGG Digital, under Amity, combines AI-powered data analytics, media and creative intelligence to help brands understand and respond to evolving consumer behaviour.

Our proprietary platforms for media planning, MediaFusion, and creative execution CreativeFusion, enable personalised digital media, on-premise retail media network, adaptive Digital Out-of-Home, and in-store activations. Our tools also help us deliver relevant experiences and measurable brand impact. 

Consumer behaviour is changing rapidly, requiring marketing to continuously adapt in real time. Without AI-driven creative platforms, personalisation is costly and difficult to scale.  

When platforms operate under different definitions, attribution models, and KPIs, there is no common ground. This prevents organisations from establishing a single source of truth, making it difficult to establish a coherent, streamlined standard for media performance measurement 

In addition, siloed data access across marketing, commercial, media, e-commerce and agencies prevents a unified view of performance.

At EGG Digital, we are using AI with consumer insights to understand how behaviour is shifting and act on it in real time. This is embedded in our processes from audience targeting and personalised content at scale, to omnichannel engagement and smarter media investment. 

This approach helps brands continuously adapt their strategies to maximise the value of every impression and ensure every marketing investment delivers measurable business results.

In practice, real-time marketing means using live customer and business signals to continuously adjust what we say, who we target and where we activate. 

It starts with the data plumbing. A secure, cloud-native data platform brings together signals from across the business from EPOS transactions and digital app behaviour to social activity, previous campaign responses and engagement with brand promotions. This gives us a reliable, up-to-date view of what customers are doing and how the business is performing. 

Machine learning and AI then turn those raw data points into actionable marketing signals. Those signals feed trigger-based workflows that can automatically push the right content or offer to the relevant activation platform through APIs and other integrations. Our Media Fusion platform connects these capabilities end to end, from media planning through to audience targeting and activation. 

For example, with Adaptive Digital Out-Of-Home screen (DOOH), we have built a near-real-time, API-based system that can respond to what is happening in stores. Daily triggers can adjust the content being shown and the level of exposure, based on product performance and the KPIs that matter for that specific campaign. So, rather than setting the media plan once and leaving it unchanged, the campaign can learn from what is happening and adapt its execution accordingly. 

That is the practical difference: the campaign is no longer static. It continuously takes in new signals, makes decisions against the campaign objective, and adjusts the marketing response.

Why this matters to retailers

A screen network or in-store media asset that responds to real sales data is a fundamentally different proposition than static signage. It turns retail media space into a performance channel the retailer can point to in supplier negotiations, not just an inventory line to sell. 

The core innovation is the ability to trigger real-time DOOH actions using live retail data, linking brand objectives directly to store performance. 

Each morning, the API compares the previous day’s sales, traffic and transactions against a set baseline. If performance drops, the system automatically increases ad frequency or switches to alternative content such as a promotion. Once performance recovers, it returns to the normal media plan. 

This creates a continuous feedback loop that optimises media performance throughout the campaign. We have seen great effectiveness of sale growth with these adaptive screens. An adaptive DOOH boosts sales performance by 29% over a traditional digital screen.

Connecting media exposure directly to shopper behaviour and in-store conversion is a powerful differentiator. It allows us to understand not just whether a campaign reached shoppers, but whether it changed their behaviour and drove sales; and then use those insights to improve media effectiveness. 

We take a closed-loop approach to measurement. We use data and insights to plan campaigns, capture performance data throughout activation, and use first-party data to measure actual product conversion. These learnings then feed back into our media planning, so every campaign can build on what we have learned from previous campaigns. 

We can also track how exposed shoppers change their behaviour whether we reactivate lapsed shoppers, attract customers from other brands, or bring new shoppers into the brand or category. This allows us to test different media mixes and measure their relative effectiveness, as well as longer-term impacts on brand loyalty and incremental category sales. 

Why this matters to suppliers

This is a live answer to a question suppliers ask constantly: is my in-store media spend actually driving sales, and can it flex when it isn't? Instead of waiting for a post-campaign report to find out a promotion underperformed, the system reacts the next morning.

Stop starting with the media plan and start with the framework that decides what deserves budget in the first place.  

We use what we call the 3Cs - Context, Culture, Commerce and for a CMO under budget pressure, the order matters as much as the framework itself. 

Context first

Before committing spend, get clear on the actual moment you're trying to win: the timing, location, and situation that puts a consumer closest to a purchase decision. A limited budget spent at the right moment consistently outperforms a bigger budget spread thin across the wrong ones. This is the fastest way to cut waste without cutting reach. 

Culture second

Once you know the moment, make sure the message earns attention in it. That means grounding creative in real lifestyle, interest and cultural signals, not assumptions, so the content feels relevant rather than intrusive. Relevant creative converts more efficiently, which matters even more when every impression has to work harder. 

Commerce is where it pays back

Translate that context and cultural relevance into the specific product, offer, message, channel and media investment that's most likely to convert; and measure it against actual business results, not just reach or engagement. This is the step that turns marketing spend from a cost into a growth driver you can defend in the next budget conversation. 

My advice to a CMO with a tighter budget: don't try to do less of everything. Use the 3Cs to be far more selective about where the budget goes, and make sure every dollar you do spend is tied to a measurable commercial outcome.