What's Happening?
Marissa Godlewski, vice-president of The Drum Awards for Commerce Media jury and director of digital commerce capabilities at Church & Dwight, highlights the evolution of commerce media from an experimental phase to a core component of marketing strategies. Godlewski emphasizes the importance of accountability, incrementality, and transparent measurement over mere innovation. She notes that commerce media has become a discipline requiring proof of measurable, incremental growth rather than relying on vanity metrics. The shift from pilot projects to a focus on accountability reflects the need for brands to demonstrate real business impact through their media investments.
Why It's Important?
The maturation of commerce media signifies a critical shift in how brands
allocate and evaluate their digital media budgets. As commerce media becomes integral to marketing strategies, the demand for transparency and measurable outcomes grows. This evolution impacts how brands interact with retail media networks, pushing for objective measurement and better reporting. The emphasis on accountability over innovation suggests a more strategic approach to media investments, potentially leading to more efficient use of marketing budgets and improved return on investment. Brands that adapt to this shift may gain a competitive edge by aligning their strategies with measurable business outcomes.
What's Next?
As commerce media continues to evolve, brands are likely to become more selective in their partnerships with retail media networks, focusing on those that offer transparency and measurable returns. The industry may see increased pressure for standardized reporting and benchmarks to facilitate better decision-making. Additionally, the integration of first-party retail data across various stages of the consumer journey could become a focal point, enhancing the effectiveness of commerce media strategies. The upcoming Drum Awards for Commerce Media will likely spotlight work that successfully connects insights, execution, and commercial outcomes, setting new standards for the industry.
