Even TV, traditionally a passive medium, is catching up. Moore shared that NBCUniversal has partnered with LG to bring shoppable ads to TVs via remote control. “We’re finally at that moment of convergence where television starts to behave more like mobile and desktop—interactive, instantly transactional. Consumers are ready.”
What the modern consumer wants
But modern marketing isn’t just about tech. It’s about people. “If you are targeting the next generation of consumers, they need a spot at the table,” Ivory said. “There are a lot of nuances that will really only be discovered and uncovered when you allow those voices at the table.”
Ultimately, the panel agreed that organizational agility is just as critical as platform innovation. “Stop siloing brand, shopper, and retail budgets,” said Dan Maguire, director of retail media at GALE. “Consumers don’t see different departments; they see one brand.”
And for Silverberg, it comes down to courage. “Don’t just do things the way you’ve always done them before,” she said in her closing remark. “Have the courage to stop doing things that you know aren’t working.”
Featured Conversation Leaders
- Jennifer Silverberg, Co-founder and CEO, SmartCommerce
- Zoila Castro, Co-founder, NOMAD Marketing Agency
- Alicia Criner, VP, Global Head of Marketing and Digital, Galderma
- Lana Ivory, Product Marketing, Reality Labs, Meta
- Dan Maguire, Director, Retail Media, GALE
- Evan Moore, SVP, Commerce Partnerships, NBCUniversal
- Jenny Rooney, Chief Brand and Community Officer, ADWEEK
- Carrie Sweeney, VP, Sales Lead, Pinterest