More ecommerce sites are testing the value of their visitors to brands that are seeking to reach online consumers, especially at the lower parts of the purchase funnel. The commerce media market is growing and diversifying beyond retail media networks started by mass merchants like Amazon, Walmart and Target.

“Across the board there’s a massive amount of opportunity in this transformation for marketers, and particularly for myself being a performance marketer,” Bruce Williams, head of performance marketing at dentsu Media US, said in this Beet.TV interview with Sr. Editor Rob Williams.

Consumer Journey in a Moment

Shoppable advertising can consist of a variety of formats, giving marketers greater flexibility in the ways they reach consumers and interact with them. Every media touchpoint can be an opportunity for commerce.

“You now have just radical transformation happening in places where awareness, product presentation and transaction can happen in a mere matter of moments – and so in terms of the journey, the journey can be a moment,” dentsu’s Williams said. “Even platforms themselves are just at the precipice of understanding how these can be taken advantage of.”

These digitized interactions among consumers, media and marketers generate valuable data to hone campaigns and make them more efficient.

“In some regards, a retail media network provides a performance marketer’s dream,” Williams said. “It’s one place where an impression can be delivered to a consumer. It can be tracked to an omnichannel conversion.”

Diversifying to Non-Endemic Brands

Advertisers will continue to shift their marketing budgets into commerce media channels, Williams said. While consumer packaged goods (CPG) companies have been among the earliest adopters of commerce media, other industry verticals will seek ways to participate in any channel that captures the attention of high-intent consumers.

“The opportunity that we’ll continue to see is this realization that these are the media opportunities,” Williams said. “As we continue to understand what the these retail media networks are, what some of these commerce opportunities are — that’s where we’ll continue to see organizations shifting themselves to make sure that they have this really consumer-centered way of actioning on this and this one media ecosystem.”

You are watching “The Road to Cannes 2022 – Commerce: The New Cannes Conversation”, a Beet.TV Preview Series presented by Criteo. For more videos from this series, please visit this page.