Was wäre, wenn E-Commerce-Anzeigen nicht unterbrochen werden müssten, um zu funktionieren?
Das war die treibende Frage in einem Gespräch zwischen Jenni Baker von The Drum und Ashley Firmstone, SVP von Rokt, auf der Advertising Week New York. Im Rahmen der Reihe „Media That Moves“ von The Drum untersuchten die beiden, wie sich ändernde Verbrauchererwartungen den E-Commerce verändern und was Unternehmen tun müssen, um Schritt zu halten.
Wir stellen fest, dass sich die Verbraucher relevantere, nahtlosere Erlebnisse bei der Online-Interaktion wünschen „, teilte Firmstone mit. „Die Frage für Werbetreibende lautet: Wie erreicht man den richtigen Kunden zur richtigen Zeit, ohne seine Customer Journey zu stören?
Es ist ein Mentalitätswandel, den sich immer mehr Marken zu eigen machen, und einen, den Rokt vorantreibt, indem es den Transaction Moment™ als leistungsstarken Medienkanal freischaltet, der auf Echtzeitrelevanz und nicht auf Lärm basiert.
Disruption ist seit langem ein Fallback in der digitalen Werbung. Wie Firmstone jedoch klarstellte, haben störende Erlebnisse ihren Preis: „Wir sehen oft negative Auswirkungen, wenn Anzeigen störend sind. Das schadet der Downstream-Leistung.“ Stattdessen stellt Rokt sicher, dass Marken mit Absicht erscheinen, und bettet Angebote direkt in den Checkout-Prozess ein, wo sie Sinn machen und einen Mehrwert bieten. Es fühlt sich weniger wie eine Anzeige an, sondern eher wie ein Teil der Reise. Das ist es, was zu einem stärkeren Engagement, einer höheren Konversionsrate und einem tieferen Vertrauen führt.
Vertrauen ist keine weiche Kennzahl, es ist ein Leistungstreiber. In einem überfüllten Medienökosystem bietet das geschlossene Netzwerk von Rokt Transparenz, Kontrolle und Sicherheit sowohl für Unternehmen als auch für deren Kunden. Marken wissen genau, wo ihre Anzeigen erscheinen und wie sie abschneiden. Kunden behalten die Kontrolle und entscheiden sich für Erlebnisse, bei denen Relevanz und Datenschutz im Vordergrund stehen.
Wir legen großen Wert darauf, wie Daten verwendet werden „, so Firmstone. „Der Endkunde steht bei jeder Entscheidung immer im Mittelpunkt.
Im Zuge der Weiterentwicklung des E-Commerce besteht das Ziel darin, Reibungen vollständig zu beseitigen. „Bei der nächsten Entwicklung geht es darum, Straßensperren zu beseitigen“, erklärte Firmstone. „Wir möchten, dass sich der Checkout mühelos anfühlt.“ Zu dieser Vision gehören Innovationen wie Anzeigenblöcke zum Einkaufen und integrierte Konversionstrichter — Lösungen, die den Kunden dort ansprechen, wo er sich gerade befindet, ohne dass er im Zickzack zwischen den Plattformen hin- und herwechseln muss. „Es geht darum, das Erlebnis reibungslos zu gestalten“, sagte sie. „Der Verbraucher fließt also in einer festen Bewegung durch.“
Die Zukunft der E-Commerce-Werbung ist nicht lauter. Es ist klüger. Relevanter. Verwurzelt im Vertrauen. Wie Firmstone betonte, erzielen Marken, wenn sie in dem Moment erscheinen, in dem es am wichtigsten ist, und das mit Präzision, eine Leistung, die für sich selbst spricht.
Hello, and welcome to media moves, a series coming to you from advertising week in New York. I'm Jenny Baker, senior editor at The Drum, and I'm delighted to be joined by Ashley Firmstone, who is senior vice president at Rokt. Welcome. Thank you. Now, obviously, ecommerce is one of the fastest moving areas of media right now. So from your perspective, what's driving growth in this in this area, and where does Rokt ads fit into that? Yeah. It's a great question. I think, really, it's driven by the consumer. And what we're seeing in consumer behavior is they're wanting more relevant, seamless experiences in how they interact online. And so I think that's what's driving ecommerce sites to want to invest in how do they deliver that online. And then for advertisers, the landscape is just so crowded today. It's how do you get cut through and get your offer in front of a customer when intent is high. So I think those two factors are creating this nice new channel to help diversify how do you get access to the right customer at the right point in time. Yeah. And it's such a good point. I thought it'd so crowded. Like Yes. And this is such a big, like, massive thing this year at at advertising week particularly. So what's one misconception about ecommerce advertising that Rokt is helping to change? I think most people assume that advertising needs to feel disruptive to gain attention, and Rokt actually takes the opposite approach. We really like offers to feel organic and native, like I said, to that customer experience and make it feel very fluid. So when we're serving offers on ecommerce websites, we make it look and feel almost like a continuation of the checkout journey. So it feels very natural to continue through that flow. We actually often see that there's a negative impact when you're very disruptive to that, and it drives poor downstream performance because it's really just about driving attention, not necessarily true relevant outcomes for the advertiser. But obviously trust is so important Of course. In all of this. So how does Rokt's closed network ensure sort of like data transparency, brand safety, and things like that? Yep. For us, trust is like a cornerstone for everything that we do. So we bring that to the experience for the end customer. We make sure that they are at the center of decisioning on what we're serving to them, and they know exactly what they're opting into and know that their data is being used in a privacy driven way. And then for our relationships with our partners and advertisers, we give them full control and transparency in not only where their ads are showing, but also the data and performance on their end. So they always know exactly what's happening with Rokt. It is a closed ecosystem, which is very different to programmatic. You're not really sure where your ad is gonna show. Our ads and offers are always serving with real customers that are transacting online. So it's a very safe environment when brands are investing with us. Yeah. No. Absolutely. And that is quite important. And, obviously, I've got to touch on AI because Who who would it? Yeah. Exactly. But, you know, that I guess, like contrary to what you were saying, you know, is that it's actually can be seen as quite intrusive potentially. So I I guess sort of how what are you guys doing to sort of make relevance feel valuable to customers instead of overwhelming them? Yep. I think AI could be used as intrusive, but if you're underpinning that with trust is to the last question, it you know, everything that we're deciding to serve in front of a consumer, we wanna make sure that it does feel relevant and it's added to the experience. And part of what we're doing is not just serving offers to drive clicks or engagement. We're actually tying that to downstream outcomes. So when we're working with brands, we're deciding, okay. Ashley's opting into this offer. We know that she's likely gonna find value and convert and bringing that to what we're serving up front. And so using the loop with our brands is allowing us to drive something that is adding true relevant offers to the consumer experience and adding value to the end customer, and that's what's really driving the performance of it. I guess then if we look ahead to the kind of future of ecommerce advertising, what what's maybe one big shift that you we can maybe expect to see in the next twelve months, say? Who can predict what's gonna promise in these days? But I do think we will continue to see its shift in in the power of the consumer, and I do think we will start to see shopping online become more dynamic and organic based on a consumer's preferences. One of the things that we're thinking about at Rokt is how do we bring conversion funnels forward as well to just make the experience very seamless for the consumer and remove all of the friction points that you're experiencing. So things like how do you create shoppable ad units in those moments and really so the consumer is flowing through the ecommerce checkout experience in one solid motion. I think that that's where we're gonna see more activity happening, and I'm excited for what's coming in that way. Indeed. Well, thank you so much, Ashley, for the great insights, and thank you so much for watching. You can catch more from our media that moves series over on the Drum TV.
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