ecommerce
VML’s Tyler Murray: Over Half of Media Incrementality Comes From Creative. But Everyone Ignores It
CANNES – As CMOs face mounting pressure for short-term sales results, they’re overlooking their most powerful performance driver: creative itself. “One of our major CPG clients did a major study [on] what’s driving incrementality within their media. And they found 51% of that incrementality is from the creative itself,” Tyler Murray, chief enterprise solutions officer […]
KERV’s Jay Wolff: We’re Only in the Third Inning of Shoppable TV
CANNES – Shoppable television may still be in its early stages, but KERV Interactive is betting that automation and creative AI will accelerate its adoption across the advertising ecosystem. “We’re in the third inning of shoppable TV, but it’s coming,” Jay Wolff, CRO at ecommerce video platform KERV Interactive, told Beet.TV’s Andy Plesser at the […]
How Marketers Can Balance Brand Building and Commerce: Mindshare’s Ritu Trivedi
SAN JUAN, PR -The most effective marketing strategies begin with brand-building rather than channel selection, according to Ritu Trivedi, client president at WPP Group’s Mindshare. It makes sense that brands’ natural “channel-agnosticism” is even more ingrained given the endless complexity associated with the variety of media pathways consumers are constantly jumping around to. “What they’re […]
Mondelēz’s Bough Wants To Build Bigger, Better, Faster “Unicorns”
CANNES — Brands buying ads that drive traffic to wholesale retailers will push ecommerce to new heights, according to the marketing chief of Oreo and Toblerone company Mondelēz International. Bonin Bough reckons a coming fusion of media buying and ecommerce opportunities will fuel massive business expansion. “We saw a unique opportunity in the marketplace right now to build […]
Building a Brand Depends on eCommerce, Razorfish’s Denton
The agency of the future needs to be a “data geek,” says Shannon Denton, CEO North America of Razorfish, in an interview with Beet.TV. “They need to understand all kinds of data and how to push it through to the consumer in terms of experiences that show the intelligence and make the consumer feel special as […]
Adobe Finds Tablets Racing Ahead For Retailers
CANNES – Time was, the term “mobile” could be used to describe a swathe of devices. But now the market is so rich with portable gadgets, it’s time to get more granular, according to Adobe digital marketing SVP and GM Brad Rencher. “A lot of people are still lumping smartphones together with tablets, together with […]