CES traditionally has been the domain of consumer electronics companies showcasing the latest flat-screen TVs, laptops, wearables, connected devices and smart-home gadgetry. What’s less appreciated is the growing presence of retailers that highlight the ways they’re adopting technology.
“What’s interesting is you would expect to see retailers that are e-commerce pure play, such as Amazon, because of course, they’re selling all of their technology, AWS [Amazon Web Services], etc., but the retailers are also that have brick and mortar are also now showing up,” April Carlisle, executive vice president of commerce at Publicis Groupe’s Spark Foundry, said in this interview with Lisa Granatstein, editorial director of Beet.TV.
“We’ll continue to see a larger and larger presence of retailers such as Kroger, aggregators such as Instacart, and it’s really the place to be for those in commerce,” Carlisle said.
Retail Media Presence
Retailers want to have a presence on connected televisions, parlaying their extensive troves of consumer data into selling ad inventories on streaming video.
“So many people think of retail media as being very close to purchase, such as on-site search, on-site, display,” Carlisle said, “but where retail media is headed and where the largest growth is heading is actually in offsite … They are specifically focused on CTV and off-site advertising because there’s really no limits to what they can sell.”
You’re watching “The Road to CES 2025: It Starts with Consumers”, a Beet.TV Leadership Series, presented by Epsilon. For more videos from this series, please visit this page.
