Commerce media aims to convert viewers of content, which includes everything from social media posts to television programming, into shoppers for products and services. In some ways, commerce media collapses the traditional purchase funnel, bringing brand awareness closer to a final sale.
“You need to have a point-of-purchase experience, and you have to enable advertisers to either tap into that point-of-purchase experience right before, during or right after,” Harsh Jiandani, chief commercial officer at commerce-media company Koddi, said in this interview with Beet.TV contributor Rob Williams at the Beet.TV Leadership Summit hosted by Dentsu.
The size of the commerce media platform can vary, whether it’s set up by a major brand with millions of customers, or it includes a collection of smaller businesses with specialized customers.
“There’s one school of thought that says only the big guys should participate,” Jiandani said. “And then there’s another school of thought, which I believe in, where you can have smaller players participate as well, but in a more aggregated way.”
Jiandani sees opportunities for continued growth as commerce media becomes more sophisticated in meeting the needs of consumers.
“I’m excited to see these new entrants get their feet wet. They’re still learning the right way to enter this market, just like retailers did,” Jiandani said. “Retailers certainly became the biggest media companies in the world overnight, and I think commerce is going through the same path now.”
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