CANNES — The phenomenon of “connected commerce” is not just about retailers or consumer goods companies.

In a recent white paper, Omnicom explored the various ways in which consumers are interacting with shoppable moments – and found that consumers themselves have considerable influence over the emerging category.

In this video interview with Beet.TV editorial director Lisa Granatstein, Joanna O’Connell, Chief Intelligence Officer at Omnicom Media Group, digs into the opportunity.

Influencers Creating Net New Demand

One key phenomenon highlighted in the white paper is the role of influencers as engines of commerce.

Omnicom’s research found that, among people who have purchased after coming via an influencer’s post, 42% said the purchase was spontaneous.

“They are literally creating net new demand as influencers. So that’s really powerful,” O’Connell says. She is urging brands to “tap into that phenomenon”.

Shoppable Advertising and CTV

Another important trend is the rise of shoppable advertising, particularly in the context of connected TV (CTV). With huge retailers able to fulfill purchases directly from ads, O’Connell suggests this could become a new normal for consumers.

“When you have those things happening at scale, you start to think to yourself, will this become a new normal for consumers?” she asks.

She sees the emergence of a new consumer behavior: “Instantaneous, ‘I can have it, I want it now, I will purchase it’.”

Omnicom’s Retail Flywheel

With the acquisition of Flywheel, a major player in the commerce space, combined with Omnicom Media Group’s media and technology capabilities, the company is amongst those trying to position themselves to help brands navigate the fragmented and complex ecosystem of modern shopping journeys.

Flywheel helps buying of ads across Amazon Advertising, Walmart Connect, Instacart, Kroger, Home Depot and Criteo.

Omnicom said in October it would buy the company from Ascential.

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