Commerce Media is Pivoting to TV-Like Brand Advertising: OMDs George Manas Beet.TV [Video]

LAS VEGAS – Retailers that sell advertising have become a significant force in the media marketplace, typically helping brands to reach consumers when they’re most ready to shop. As part of the broader category of commerce media, retail media networks also provide a way for brands to raise awareness.

“We’re obviously seeing commerce media, retail media pivot into bigger brand video advertising, which is really exciting,” George Manas, chief executive officer at Omnicom Grou’s OMD Worldwide, said in this interview at CES 2025 with Lisa Granatstein, editorial director of Beet.TV.

“We’re seeing a premiumization, if you will, of commerce media and that’s obviously being driven by players like Amazon and others who are investing very heavily in premium video offerings,” Manas said. “Historically, video has always been a big, sexy thing that has lacked data, and retail media has always been a really nerdy thing that lacked sexiness. So the two of those things coming together is …