Commerce Media, Incremental Sales & Attention Strategy | GrabAds x Publicis Media Thailand скачать в хорошем качестве

Commerce Media, Incremental Sales & Attention Strategy | GrabAds x Publicis Media Thailand

In this episode of GrabAds Ad-Lips, filmed in Bangkok, we speak with Piyanuch Meemook, CEO of Publicis Media Thailand, about how brands are redefining the value of media investment in today’s data-driven marketing landscape. Key insights from the conversation: • Media value is evolving beyond cost efficiency Brands today evaluate media investments based on incremental sales, brand lift, and measurable business outcomes, not just reach or impressions. • Using data and modeling to measure channel contribution Publicis Media leverages media mix modeling and analytics to understand how each media channel contributes to campaign performance and brand impact. • CRM-powered audience strategy with Connected ID Through Connected ID, Publicis Media integrates CRM data and audience datasets across platforms to expand reach and identify potential customers beyond existing users. • The rise of commerce media in marketing budgets Commerce media is becoming one of the fastest-growing areas of marketing investment, helping brands measure ROI, GMV, and ROAS more directly. • Balancing short-term performance and long-term brand growth Media strategies must balance immediate revenue impact with long-term brand building, using a continuous test-and-learn optimization approach. • Designing for attention, not just reach Modern media planning focuses on full-funnel consumer journeys, combining platform strengths, creative collaboration, and strategic ad placements to maximize attention and brand impact. This discussion offers insights for marketers exploring commerce media strategy, incremental measurement, retail media networks, CRM data integration, and full-funnel media planning.