Commerce media has transitioned from a niche area to a central focus for performance and brand marketers, according to Rachel Kerr of M+C Saatchi. A recent survey indicates nearly half of marketers are already engaged in commerce media campaigns, with plans for increased investment in the near future. However, complexities remain, and overcoming them will be crucial for further media optimization. Leading platforms, including Amazon and programmatic options, are being leveraged to drive both sales conversions and brand awareness.
‘Nearly half (48%) of surveyed marketers say they are already running commerce media campaigns, with 84% planning to increase investment within the next 12 months.’
‘Commerce media is no longer confined to the bottom of the funnel - it's expanding across the full marketing spectrum,’ says Jasvinder Singh Bindra, commerce media director at M+C Saatchi Performance.
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