OMDs Irving Sees Retail Media Collapsing the Funnel Beet.TV [Video]

An inflection point may have arrived for commerce media, as the confluence of digital shopping transformation, privacy changes, and the deprecation of traditional identifiers forces brands to rethink their conversion strategies.

This evolution is creating new opportunities at the intersection of media exposure and transaction points, providing advertisers with real-time feedback loops that enhance performance throughout the consumer journey.

“It’s really hitting like this tipping point,” said Suzanne Irving, president of integrated investment and client solutions at OMD USA, in this video interview with Beet.TV. “The measurability combined with a lot of that massive shopper-scale audience and that closed-loop reporting is really one of the key reasons why it’s really exploding right now.”

This expansion aligns with industry forecasts predicting substantial growth in the sector. According to eMarketer, U.S. retail media ad spending is expected to reach $62.8 billion in 2025, marking a 20% year-over-year increase, driven by advertisers’ need …