The IAB Connected Commerce Summit, held on September 17-18th in New York, showcased the latest advancements in retail media and marketing. Over two days, industry leaders examined how cross-platform measurement is boosting business performance, non-endemic advertising is opening new revenue streams, and “phygital” shopping experiences are changing how brands connect with consumers. Panellists, including Digitas CEO Amy Lanzi and Publicis Commerce EVP Jill Cruz, provided insights into these trends, emphasizing the need for marketers to stay ahead of the curve as commerce continues to evolve.
This event also served as a look-back at the IAB Retail Media Measurement Guidelines released in 2023, as an effort to standardize transparency, attribution, consumer trust, and more across the advertising industry. Over the past year, we have seen progress in standardization within Retail Media Networks, but there is always room to grow. This year, the IAB released new standards on In-Store Retail Media measurement in collaboration with IAB Europe to ensure global consistency and transparency.
KEY TAKEAWAYS:
Cross-Platform Measurement is Driving Revenue
Cross-platform measurement emerged as a key theme at the summit, with RMNs like Sam’s Club demonstrating how leveraging audience data from omnichannel engagement can optimize marketing efforts. Sam’s Club saw a 113% revenue increase by fine-tuning its KPIs on paid search, a testament to the power of cohesive cross-channel strategies. With tools like scan-and-go driving more precise consumer data, brands can better understand customer behavior and deliver more personalized, effective marketing strategies across both physical and digital channels.
Non-Endemic Advertising is Creating New Revenue Streams
Non-endemic advertising is gaining momentum as retailers like Macy’s explore new ways to enhance customer experiences and maximize ad inventory. Through partnerships with platforms like Rokt, Macy’s is leveraging non-endemic ads in innovative ways, such as during the post-purchase phase. By delivering tailored promotions or discounts post-purchase, retailers are enhancing the customer journey, adding value, and unlocking new opportunities for ad revenue by utilizing a typically under-leveraged part of the shopping journey.
Phygital Shopping Experiences are Shaping Consumer Behavior
As the boundaries between the physical and digital worlds blur, phygital (physical + digital) experiences are becoming integral to how consumers shop. Brands now need to provide seamless transitions between in-store and online environments, allowing consumers to move effortlessly from browsing to buying. New retail technologies, such as partnerships between platforms like Roblox and Shopify, offer consumers interactive, immersive shopping moments, creating opportunities for brands to engage in innovative ways both in-store and in virtual environments. This trend is reshaping how retailers approach both customer engagement and media investment.