¿Qué pasaría si los anuncios de comercio electrónico no necesitaran interrumpirse para funcionar?
Esa fue la pregunta que impulsó una conversación entre Jenni Baker, de The Drum, y Ashley Firmstone, vicepresidenta sénior de Rokt, en la Advertising Week de Nueva York. Como parte de la serie «Media That Moves» de The Drum, los dos exploraron cómo la evolución de las expectativas de los consumidores está remodelando el comercio electrónico y qué deben hacer las empresas para mantenerse al día.
Estamos viendo que los consumidores quieren experiencias más relevantes y fluidas en la forma en que interactúan en línea», comentó Firmstone. «La pregunta para los anunciantes es: ¿cómo pueden llegar al cliente adecuado en el momento adecuado, sin interrumpir su recorrido?
Es un cambio de mentalidad que cada vez más marcas están adoptando y que Rokt lidera al convertir Transaction Moment™ en un canal multimedia de alto rendimiento basado en la relevancia en tiempo real, no en el ruido.
La disrupción ha sido durante mucho tiempo una alternativa en la publicidad digital. Sin embargo, como dejó claro Firmstone, las experiencias disruptivas tienen un costo: «A menudo vemos un impacto negativo cuando los anuncios son disruptivos. Daña el rendimiento posterior». En cambio, Rokt se asegura de que las marcas se presenten con intención, incorporando las ofertas directamente en el flujo de pago, donde tienen sentido y añaden valor. Se siente menos como un anuncio y más como parte del viaje. Eso es lo que impulsa una mayor participación, una mayor conversión y una confianza más profunda.
La confianza no es una métrica flexible, es un factor de rendimiento. En un ecosistema de medios abarrotado, la red cerrada de Rokt ofrece transparencia, control y seguridad tanto para las empresas como para sus clientes. Las marcas saben exactamente dónde aparecen sus anuncios y cuál es su rendimiento. Los clientes mantienen el control y optan por experiencias que prioricen la relevancia y la privacidad.
Somos intencionales en cuanto a la forma en que se usan los datos», dijo Firmstone. «El cliente final siempre está en el centro de cada decisión.
A medida que el comercio electrónico evoluciona, el objetivo es eliminar por completo la fricción. «La próxima evolución consiste en eliminar los obstáculos», explicó Firmstone. «Queremos que el proceso de pago sea sencillo». Esa visión incluye innovaciones como bloques de anuncios que se pueden comprar y embudos de conversión integrados, soluciones que llegan al cliente dondequiera que se encuentre, sin tener que ir en zigzag por las plataformas. «Se trata de hacer que la experiencia sea perfecta», dijo. «Así, el consumidor fluye con un movimiento sólido».
El futuro de la publicidad de comercio electrónico no es más ruidoso. Es más inteligente. Más relevante. Arraigado en la confianza. Como enfatizó Firmstone, cuando las marcas aparecen en el momento que más importa y lo hacen con precisión, obtienen un rendimiento que habla por sí solo.
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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