What's Happening?
Ashley Firmstone, senior vice-president at Rokt, discussed the importance of non-disruptive e-commerce advertising during Advertising Week New York. Rokt's approach focuses on making advertising additive
rather than intrusive, ensuring that offers feel organic and native to the customer experience. The strategy emphasizes relevance powered by AI, aiming to serve ads during high-intent moments to enhance consumer interaction. Firmstone highlighted the negative impact of disruptive advertising and stressed the importance of trust and relevance in creating seamless online experiences. Rokt's closed ecosystem ensures ads reach real customers transacting online, differentiating it from programmatic advertising.
Why It's Important?
Rokt's advocacy for non-disruptive e-commerce advertising is crucial as consumer expectations evolve towards more seamless online experiences. By focusing on relevance and trust, Rokt aims to improve the effectiveness of advertising campaigns, potentially increasing customer engagement and satisfaction. This approach could lead to higher conversion rates and better return on ad spend for brands. As the digital landscape becomes more crowded, advertisers need strategies that cut through the noise without alienating consumers. Rokt's model offers a solution that aligns with these changing dynamics, potentially setting a new standard for e-commerce advertising.
What's Next?
Looking ahead, Rokt anticipates a shift in consumer power, with online shopping becoming more dynamic and organic based on individual preferences. This includes the creation of shoppable ad units and the removal of friction points in the e-commerce journey. As consumer expectations continue to rise, advertisers may need to adapt their strategies to meet these demands, focusing on personalization and seamless integration. Rokt's approach could influence broader industry practices, encouraging more brands to prioritize non-disruptive advertising methods that enhance the overall consumer experience.