The retail media landscape is evolving rapidly, with retailers organizing their data and the rise of programmatic and automation in linear TV.
This convergence is creating exciting opportunities for brands to leverage the power of video advertising, says Karen Babcock, VP of Advertising Strategy & Partnerships at Comcast Advertising, in this video interview with Beet.TV.
Babcock believes that the industry is now at a point where it can open up significant scale for retailers to take out to brands they have developed strong relationships with. By understanding the rich data retailers have access to, video can serve brands in ways never seen before.
FreeWheel’s Role in Enabling Retail Media Networks
FreeWheel, through its Beeswax product, can enable retail media networks to be a white-labeled, full-service solution for buyers who want to book their media through FreeWheel’s technology. This provides access to premium publishers.
As retail media networks evolve and mature, they can also aggregate their own supply by working with these premium publishers and manage their inventory within FreeWheel’s TV platform to create their own ecosystem.
The challenge, Babcock says, lies in unifying the activity across multiple retail media networks to keep it simple for brands.
The Future of Video Inventory and Consumer Choice
Babcock predicts that the next six to 12 months will bring about the true convergence of video inventory, putting pressure on the industry to think bigger and differently than ever before. She emphasizes the need to execute in the “green space” to figure out what brands and customers want and need from video when it comes to outcome-driven advertising.
One of the biggest challenges Comcast Advertising is trying to solve is defining what inventory is in the rapidly evolving streaming landscape. Babcock believes that 2024 will be the year of the “rebundle,” with streaming services experimenting with different types of packages to simplify consumer choice and make it easier for advertisers to understand what they’re getting.
You’re watching coverage of Premium Programmatic Summit 2024, a Beet.TV Leadership Series, presented by FreeWheel. For more videos from this series, please visit this page.
