SAN JUAN, PR — Omnicom thought the fusion of shopping and media was so important that it made a whole division, Omnicom Commerce Group, dedicated to the topic in June 2023.
Early this year, OCG execs have been appearing at key industry events like Beet Retreat San Juan and Shoptalk.
In this video interview with Beet.TV, Jacquelyn Baker, CEO, Omnicom Commerce Group, says retail media, she notes, is not just about inventory but about creating experiences that resonate with consumers at every touchpoint.
Baker is adamant about the centrality of data in the retail media equation. “The power of a retail media network is truly centered in the data,” she affirms.
According to her, a retailer’s shopper data, when combined with what brands know about their consumers, creates a full experience journey leading to sales and brand growth.
“It’s getting relevant quality eyeballs that are going to ultimately lead to the actions that you want,” Baker …