LAS VEGAS – Retailers that sell advertising have become a significant force in the media marketplace, typically helping brands to reach consumers when they’re most ready to shop. As part of the broader category of commerce media, retail media networks also provide a way for brands to raise awareness.
“We’re obviously seeing commerce media, retail media pivot into bigger brand video advertising, which is really exciting,” George Manas, chief executive officer at Omnicom Grou’s OMD Worldwide, said in this interview at CES 2025 with Lisa Granatstein, editorial director of Beet.TV.
“We’re seeing a premiumization, if you will, of commerce media and that’s obviously being driven by players like Amazon and others who are investing very heavily in premium video offerings,” Manas said. “Historically, video has always been a big, sexy thing that has lacked data, and retail media has always been a really nerdy thing that lacked sexiness. So the two of those things coming together is really powerful.”
Brands can make the most of retail and commerce media by realigning their sales and marketing teams to develop a more unified advertising strategy, Manas said.
“Historically, sales and marketing organizations have lived … on very different floors, if not in very different buildings,” Manas said. “For advertisers to take full advantage of some of these new and next opportunities, they have to build much more connection and collaboration across marketing and sales organizations. That’s really what I see as the biggest barrier right now to brands embracing this opportunity at more scale.”
Cultural Insights Offer Edge in Ad Strategies: OMD’s George Manas
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