From Adweek · Dawn Papandrea · · 1m
Consumer Intent Shifts in Commerce
Brands must adapt to real-time consumer intent shifts to avoid falling behind.
In brief
Brands must adapt to real-time consumer intent shifts to avoid falling behind. Brands ignoring real-time consumer intent risks being left behind in commerce media strategies. Originally reported by Adweek.
Consumer Journey Shift
Brands following linear customer journeys risk being left behind as consumer intent moments become more critical.
“What we’re seeing within our ecosystem at Uber is that the consumer journey is really collapsing”
Real-Time Intent Focus
Uber Advertising emphasizes capturing high-impact consumer intent moments where users show openness to messages.
“It’s thinking about how you capture them, how do you get in front of them in a moment where they’re open to that message”
Fragmented Metrics
WPP Media notes over-indexing on specific touch points due to fragmented consumer mindsets across products.
“What made sense a year or two ago is not making sense anymore”
Affinity Solutions Partnership
Uber Ads partnered with Affinity Solutions to demonstrate data-driven commerce media connecting to in-store sales outcomes.
“If a user is exposed to sponsored listings, the impact on actual in-store sales increases dramatically”
KPI Strategy Shift
WPP Media advocates measuring actions that deliver users to outcomes rather than just final results.
“We’ve started, for a lot of clients, measuring for actions that deliver a person to that outcome”
Future Focus
Uber Ads aims to grow the ecosystem by understanding consumer intent signals across delivery and rides apps.
“How can we ensure that we are using our intent signals of movement across both our delivery and our rides app”
What matters most
Brands ignoring real-time consumer intent risks being left behind in commerce media strategies.
