A WARC Through the Megatrends of Media and Advertising

Alex Brownsell, Head of Content at WARC Media & Digital Commerce, enters the Commerce Media Matters booth to unpack the trends he’s observed and the industry directions he’s forecasted.

From the rise of “commerce everywhere” to the ongoing frustrations around measurement and standardisation, one hot topic keeps showing up: the never-ending debate between brand and performance. Has the line finally blurred for good?

As these trends play out, Alex believes that the industry still needs to solve some bigger challenges as the overarching commerce media phenomenon takes place. From budget shifts to new channels and measurement standards – especially data – there is still a lot of work to do.

Be all ears for Alex’s findings to learn the A to Z and CTV of commerce media to prepare for the future of the industry.

What you’ll learn from this episode:

• Where WARC Media sees global advertising and commerce shifts: the biggest growth is happening where media and commerce intersect, especially in retail, CTV, and social. 
• Performance outcomes underlying commerce media: in times of economic uncertainty, tangible results – like commerce – still rule the roost.
• Commerce can happen anywhere and everywhere: new channels and technologies combined with the commerce media approach are unlocking opportunities previously unavailable.
• The growing need to value content quality and premium environments: there’s increasing pressure to prioritise premium environments as the industry moves beyond blanket CPM buying.
• The role of AI in reshaping performance and brand marketing: how AI is speeding up performance marketing while raising new challenges around creativity, transparency, and long-term brand growth.

About the hosts:

• Nick Morgan: Nick is an entrepreneur with over 20 years of experience in digital marketing and eCommerce. He founded Vudoo in 2018, a platform that enables in-stream content commerce across articles, videos, and images. Nick's work transforms every ad impression into a potential shop front, offering a seamless eCommerce experience.

• Paul Blackburn: Paul is a digital media innovator with over 20 years of experience. At News Corp Australia, he launched the "Intent Connect" data platform and led innovation in shoppable video and the "Total Commerce" framework. Now as Chief Strategy Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences.
  
  

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