Adimo CEO Gavin Stirrat took some time out of his Cannes meeting schedule to chat with New Digital Age on all the behind-the-scenes conversations and hot topics coming out of the French Riviera.
Cannes is a great place to build relationships with people
Adimo works with brands and ad tech companies to make content shoppable. That might mean on a brand website, or display, video or social advertising. We provide a journey for the consumer so they can buy a product at the retailer of their choice. It takes away the element of the ‘dead-end’ journey. So many brand adverts have a ‘more info’ button, but you can’t really do more than that. Why not give the customer the capability to go ahead and buy the product?
Firstly, the phrases are sometimes used interchangeably, which is not 100% correct. Retail media typically talks about inventory owned by a retailer or inventory that’s bought using data from a retailer. Commerce media doesn’t need to involve the retailer.
Instead, we’re providing a journey that links through to multiple retailers but that advertising has been done with no reliance on the retailer.
Sometimes, that can make things a bit challenging because it is bucketed in with retail media and there are some very large retail media players out there. Commerce is relatively nascent but it’s an interesting areas, especially with the changes coming around the deprecation of third-party cookies. What we do doesn’t need cookies to work, and so it’s one of the exciting areas that ad tech is looking at.
The cost of living is higher, supply chains are being disrupted and raw materials cost more. It’s creating accountability and figuring out what return on ad spend (ROAS) might be achieved, rather than throwing out brand banners and doing brand awareness. It also provides some utilty to customers – it’s a win-win.