WEBVTT

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There are actually too many players
out here, right?

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There are more than
250 retail media networks.

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Wow.

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And it's really, really hard for
an advertiser or an agency

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to really know where to
best spend the

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money, how to best optimize.

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We're joined by Mark from PayPal.

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Welcome.

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What would it take to move retail and
commerce media from working to really,

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really working for for brands?

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I think it's a great question, right?

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And I think one of the challenges in
retail media is that there are actually

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too many players out here, right?

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There are more than
250 retail media networks.

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Wow.

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And it's really, really hard for an
advertiser or an agency

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to really know where
to best spend

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the money, how to best optimize.

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And I do think that's where people can
provide a tremendous amount of value

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to both the advertisers and
the agencies.

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PayPal has data from 30 million merchants
with 400 million users on our platform.

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We see about 25% of all global commerce.

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So we do actually sit across all the
retailers, right?

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And we can become this kind of one-stop
solution for both brands and agencies,

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which will enable them to do
proper kind of media planning,

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or retail media planning,
and retail media activation

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in a holistic way across
all these kind of retailers.

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What is it that makes a retailer brand partnership
more than just a transcation?

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When they really work,
what makes them strategic?

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We speak a lot about in Cannes about
the conversion of the funnel,

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It's about how do you bring
awareness and,

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and the transaction pieces more closer
together?

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And so for example,
from PayPal perspective,

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we launch what we call our Storefront Ads
early this week

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And it basically enables the consumer to
transact in the ad unit.

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And it also means from a merchant
perspective that a merchant can now have

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his storefront wherever the consumer is.

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The consumer doesn't need to go to a
specific website of the merchant.

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And instead the consumer might be on the
on a new site, maybe on a sports site.

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And yet he can be exposed to the merchant
storefront and can then transact within

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the ad unit without ever
leaving the ad unit.

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And I do think with doing that,
we’re really bring together on the one hand,

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the opportunities to create awareness
with a, let's say, CTV ad or a display ad.

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And at the same time,
you bring the transaction opportunity

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into the ad unit, you are taking friction
out of the process,

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And I think that should actually help to
propel commerce media.

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How easy is it to plan for the full
funnel?

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I mean, at the moment are tools
and teams still

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too fragmented?

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They are fragmented,
but I do think they are coming together

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and they have to come together, right?

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And I think in the past,
you were right there.

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It's kind of the brand team in one corner,
there's a performance team in the other corner, right?

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But data basically brings both teams together
as well as the creative.

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And so from a PayPal perspective,
given that we have all the transaction data

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across all the merchants.
We can then provide,

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closed loop attribution for advertisers
and help them to

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target awareness campaign space
on transaction data as opposed to on

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region frequency or demographics, right.

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And that means that the branding
campaigns become much,

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much more efficient and effective at this
in the past.

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The other thing which is also interesting
is that you are now starting to think about new KPIs.

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In many cases the CFO
who's actually the side of budgets.

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He or she thinks about market share.

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He or she wants to understand,
is the market share actually growing if

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I'm giving the CMO a certain budget?

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And that means you have to have an
understanding, of course,

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all the merchants where
your products get sold,

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what is your market share and the data do
we have?

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Because again, we have the view
across all these merchants.

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And once a budget is defined,
you can then in the second step,

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then go to the CMO and say, OK,
how do you best allocate a budget across

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the merchants to, on the one hand, drive

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awareness and to all
the drive transactions.

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And that's where things like a Storefront
Ads plays a good role.

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So we can help basically the advertiser
and the agencies on the definition of the

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budget and then on the execution of the
budget and bringing together both the

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awareness campaign and the performance campaign
in one single ad unit.

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Well, Mark,
thanks very much for joining us here to

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talk us through all of that.

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It's been a real pleasure.

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Thank you so much for having me.