Is the line between brand and performance finally gone?
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 in 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.
Soundbites to listen out for:
More than just a channel
Retail media isn’t a channel, it’s a set of channels and it’s a full funnel opportunity.
The commerce media convergence
One thing that's interesting about retail media and commerce media is that it’s moving up the funnel. It’s becoming much more involved in the world of brand now than it used to be, which ultimately may be where the long-term growth is going to come from.
Containing the hornet’s nest
We try to reframe that whole debate around brand or performance and actually consider that both are needed and both have a complimentary impact upon one another.
Defining commerce media
I think everyone feels reasonably comfortable with the idea of what retail media is: it’s advertising around retail environments. Commerce media… is inclusive of retail media, but it broadens it to other types of service environments where there’s a lot of first-party customer data.
Still in silos
I think marketers are learning that they can use… any channel that can deliver some short and some long term outcomes… If I was going to put my slightly cynical hat on… I don’t think we’re anywhere near to a point where those walls are completely coming down.
Inevitability of AI
Within a year or 18 months – let’s face it – there’s barely going to be a product, a performance marketing product, or service in the market that isn’t infused by AI.
CTV is the future
A trend that we identified in our Future of Media report is “commerce everywhere”. Gaming commerce…we’re really starting to see traction there now. CTV is the direction of travel. And I think we’re going to see a tipping point fairly soon in a lot of markets where streaming really kind of accelerates and becomes the primary form of viewing.
The new age of media
I think the arrival of commerce and the arrival of retailers in the media world is a massive part of [commerce everywhere]. And we want to make sure that we’re on the right side of that trend and that we’re providing the kind of insights and the kind of intelligence that people need in this new world.
About our guest
With over 15 years of experience in journalism, Alex has held senior editorial roles at publications such as Marketing Magazine, Brand Republic, M&M Global, and Campaign, and has contributed to outlets like Bloomberg and The Times of London. At WARC, Alex spearheads the creation of influential reports, including the Global Ad Trends series, providing marketers and media professionals with data-driven analysis on topics ranging from retail media and connected TV to the evolving landscape of content monetisation. He is also a regular host on The WARC Podcast, facilitating discussions with industry leaders on the future of media and advertising.
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