As commerce media continues to grow, the way consumers discover, engage with and purchase products is changing rapidly. But is commerce media genuinely creating new demand, or simply influencing decisions shoppers were already going to make?
Recorded live at IAB UK's Last Thursday Club, this episode brings together Naomi Hamer, VP of Commerce at WPP Media; Laura Belcher, Retail Media Director at Ocado; and Katerina from Uber Advertising, to explore how commerce media is evolving beyond the point of purchase and becoming an increasingly important part of brand-building strategies.
Together, they unpack the changing consumer journey, the growing importance of real-world moments and how brands can use commerce signals to reach audiences at the right time. From grocery shopping habits and personalised recommendations to Uber's approach to connecting brands with consumers on the move, the panel explores what meaningful engagement looks like in an increasingly fragmented media landscape.
The conversation also tackles one of the industry's biggest challenges: measurement. How can brands distinguish incremental growth from sales that would have happened anyway? And should advertisers be looking beyond short-term returns to understand the lasting impact of their investments?
With insights from across the agency, retailer and platform perspectives, this episode explores how commerce media can move beyond driving transactions to building stronger customer relationships, lasting loyalty and sustainable business growth.
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