What's Happening?
Commerce media is evolving from an experimental phase to a core component of marketing strategies, according to Marissa Godlewski, director of digital commerce capabilities at Church & Dwight. The focus
is shifting from innovation to accountability, with an emphasis on measurable business impact. Godlewski highlights the convergence of platforms like TikTok and OpenAI, which are integrating discovery, recommendation, and transaction processes. This shift demands that brands structure their content to answer consumer questions effectively. The proliferation of retail media networks, now over 100, requires brands to be selective and focus on networks that offer measurable returns rather than vanity metrics.
Why It's Important?
The maturation of commerce media signifies a critical shift in how brands approach digital marketing. As accountability becomes paramount, brands must demonstrate measurable growth and return on investment. This shift impacts how marketing budgets are allocated and necessitates a reevaluation of media strategies. The convergence of creative-driven and AI-driven commerce platforms like TikTok and OpenAI is reshaping consumer engagement, requiring brands to adapt quickly to maintain visibility. The emphasis on transparency and objective measurement across networks is crucial for brands to optimize their media investments and achieve sustainable growth.
What's Next?
As commerce media continues to mature, brands will likely focus on integrating retail media as a full-funnel capability, connecting data across awareness, consideration, and conversion stages. The demand for transparency and better reporting from retail media networks will increase, pushing networks to provide more detailed insights and benchmarks. The industry may see a push towards standardizing organizational structures to align incentives across marketing, sales, and e-commerce departments. The upcoming Drum Awards for Commerce Media will highlight effective strategies that connect insights, execution, and commercial outcomes, setting new standards for the industry.
