商业媒体的未来：可组合、情境化、协作化与智能体驱动的新范式.pptxVIP

The

futureof

commerce

media

Composable,contextual,collaborativeandagentic

X

Doesitseemlikeadsareeverywhereyoulook?

That’snotjustafeeling,it’safact.Advertisinghasbecomeubiquitous,orveryclosetoit.

Inthephysicalworld,ifthere’sadigitalscreenavailable,beitatraditionalTV,grocerystorecoolerdisplay,orembeddeddeviceinataxi,there’saverygoodchancethatitwillbeshowingadsatleastsomeofthetime.

Asimilartrendistakingplaceinthedigitalworld,asmoreandmorestreaming

platformsarecreatingad-supportedtiersorintegratingadvertisingintopreviouslyad-freetiers.Gotodigitale-commercesiteslikeAoropenyourUber

appandyou’llseenewadtypesandformats.

Fromscreenstoshelvestostreets,thevolumeofadsissettosurgeevenfurther,usheringinaneweraofcommercemedia,whereeverycompanycanbea

potentialpublisher,datasource,orpartner.

2ThefutuΓeofcommeΓcemedia

Commercemedia:Howitstarted

CommercemediastartedwhenlargeretailerslikeAmazonandWalmartdecidedtomonetizetheirexperiences,suchasthroughpaidsearchorsponsoredads.

Retailershadaccesstotransactiondataandshopperbehaviors,whichendemicadvertisers,thatisconsumerbrandssellingproductsthroughthoseretailers,wantedtoleverageformarketingpurposes.

Retailerswerealsoabletocreatemoresophisticatedandrelevantexperiencesbasedontheirconsumerdata,especiallywhensupportedbyAItools.Done

well,retailerscouldo氏ermoresere∩dipitousexperie∩cestotheircustomersbyshowingthemtherightbrandsandproductsattherighttime.Doneverywell,theycouldo氏erproductstoco∩sumersthatthey∩evereve∩k∩ewtheywa∩tedbutwouldeventuallylearntheycouldn’tlivewithout.

Forretailers,theprospectofavirtuoushigh-marginrevenuestreamthatleftall

partiesbettero氏ledtothebe9i∩∩i∩9sofa9oldrush.Amazo∩’ssuccess9rowi∩9