Mediaocean's 2024 H2 Market Report
Brand and performance advertising are converging, and the convergence of retail media with connected TV (CTV) is a prime example. Retail media networks, powered by first-party data, allow advertisers to personalize ads and to link consumer actions, like purchases, directly to ads. Combined with CTV’s ability to deliver personalized ads across streaming platforms, this creates a more seamless and data-driven ad experience. The result is more precise targeting and the ability to optimize campaigns in real time based on consumer behavior.
For traditional marketers, the measurement capabilities of retail media offer materially faster and better measurement of linear and digital campaigns. Historically, attribution in media like linear TV has been limited and/or delayed. Retail media offers detailed insights into customer journeys and ad effectiveness. This allows marketers to clearly see how ads drive sales, providing a clearer ROI and helping to justify ad spend with more confidence than ever before.
Brand and performance advertising are converging, and the convergence of retail media with connected TV (CTV) is a prime example. Retail media networks, powered by first-party data, allow advertisers to personalize ads and to link consumer actions, like purchases, directly to ads. Combined with CTV’s ability to deliver personalized ads across streaming platforms, this creates a more seamless and data-driven ad experience. The result is more precise targeting and the ability to optimize campaigns in real time based on consumer behavior.
For traditional marketers, the measurement capabilities of retail media offer materially faster and better measurement of linear and digital campaigns. Historically, attribution in media like linear TV has been limited and/or delayed. Retail media offers detailed insights into customer journeys and ad effectiveness. This allows marketers to clearly see how ads drive sales, providing a clearer ROI and helping to justify ad spend with more confidence than ever before.
Brand and performance advertising are converging, and the convergence of retail media with connected TV (CTV) is a prime example. Retail media networks, powered by first-party data, allow advertisers to personalize ads and to link consumer actions, like purchases, directly to ads. Combined with CTV’s ability to deliver personalized ads across streaming platforms, this creates a more seamless and data-driven ad experience. The result is more precise targeting and the ability to optimize campaigns in real time based on consumer behavior.
For traditional marketers, the measurement capabilities of retail media offer materially faster and better measurement of linear and digital campaigns. Historically, attribution in media like linear TV has been limited and/or delayed. Retail media offers detailed insights into customer journeys and ad effectiveness. This allows marketers to clearly see how ads drive sales, providing a clearer ROI and helping to justify ad spend with more confidence than ever before.