IRIS.TV's Field Garthwaite On The Future Of Shoppable Media And Political Advertising
In this interview from CES 2024, IRIS.TV CEO Field Garthwaite explores the future of retail media, shoppable advertising, and the impact of CTV on political ads coming into an election year.
Field Garthwaite: These new kind of retail media networks and companies, like I think Pacvue is an unbelievable brand in this market, they've started to aggregate the different channels and where the sale occurs. No matter where you're advertising, you actually can then look at the attribution and kind of understand how certain targeting techniques tie through together to driving actual sales. And we think this is going to be enormous for measurement, we think it's going to be enormous for how people plan and buy media, and we're really excited to start to kind of connect the data that we enable on the IRIS_ID to these types of outcomes.
CTV is going to be a big market for politics, right? And obviously, social was a massive impact in the last two elections. So, I think streaming is really going to have its moment, and I think, kind of again, one of the big areas is like, making sure that you're not aligning messages with the wrong content, regardless of what the topic is, who the politician is, what the issue is. If you kind of then end up reaching consumers who might be in the right household but at the wrong moment, we found from recent research that the AVCA put out that over 54% of consumers become less interested in the brand, and/or the kind of party in this case, right? And so the politician. So that's really critical, and I think it's going to help kind of shape, you know, some of the most effective strategies this political season.