This week, I’m looking at three stories that made me think about how quickly the definition of commerce media continues to expand.
Simon Property Group is turning its network of shopping destinations into a media platform. E.l.f. Beauty is using TikTok Live as part of its product-launch strategy. And Dentsu is reorganizing its commerce and retail media capabilities around an increasingly connected customer journey.
Three very different stories — but together, they raise an interesting question:
What happens when commerce media stops looking like traditional retail media?
In this episode:
Simon launches Simon Media Network
Simon Property Group is bringing together its physical destinations, first-party consumer intelligence, digital channels, experiential opportunities and off-platform media. With more than 200 shopping, dining and entertainment destinations, it’s another example of the places where commerce media can exist continuing to expand.
E.l.f. turns TikTok Live into a launch channel
Fast Company takes a look at how E.l.f. Beauty is using TikTok Live and TikTok Shop, including launching its E.l.f. Hair line through a four-hour livestream before the products arrived at Target. It’s an interesting example of content, creators, discovery and commerce moving closer together.
Dentsu reorganizes around commerce media
Dentsu is expanding and consolidating its commerce and retail media capabilities in North America, including naming Aisha Khan its new head of retail and commerce. The bigger story for me is what this says about how agencies themselves are evolving as commerce becomes a larger part of media.
The common thread I keep coming back to: consumers don’t think about their journey in channels. They shop, watch, search, discover, visit stores and buy — and commerce media is increasingly showing up across all of it.
If there’s one thing to remember this week, it’s this: commerce media is starting to look less like a channel and more like the connective tissue between media, experiences and the moments when people actually buy.
Sources
https://www.fastcompany.com/91585916/elf-perfected-tiktok-shop-live-playbook?utm_source=chatgpt.com
Commerce Media Minute is an independent podcast from ShaunAyala.com following the people, platforms and ideas shaping commerce media, retail media, advertising and marketing.