What's Happening?
Rokt, a company specializing in e-commerce advertising, is shifting its approach to focus on enhancing consumer experiences rather than disrupting them. Ashley Firmstone, senior vice-president at Rokt, discussed this strategy during Advertising Week New
York. The company aims to make advertising feel organic and native to the customer experience, emphasizing relevance and trust. Rokt operates within a closed ecosystem, ensuring ads are served to real customers transacting online. The company prioritizes performance metrics such as cost per acquisition, return on ad spend, and customer lifetime value over traditional metrics like clicks and impressions.
Why It's Important?
This shift in e-commerce advertising strategy reflects broader changes in consumer behavior, where seamless and relevant online interactions are increasingly valued. By focusing on enhancing rather than interrupting the consumer experience, Rokt is addressing the crowded digital landscape and the need for advertisers to effectively reach high-intent customers. This approach could lead to more meaningful engagements and improved business outcomes for brands, as they tailor campaigns to measurable results. The emphasis on trust and relevance may also foster stronger consumer relationships and brand loyalty.
What's Next?
Looking forward, Rokt anticipates further shifts in consumer power, with online shopping becoming more dynamic and personalized. The company plans to develop shoppable ad units that align with consumer preferences and remove friction points in the e-commerce journey. This evolution could redefine how brands interact with consumers online, potentially leading to more organic and engaging shopping experiences. As the industry adapts to these changes, advertisers may need to reconsider their strategies to remain competitive and relevant.
