Charting the collapse of the traditional funnel and the rise of real-time, shoppable media experiences driving performance
New research by Vudoo finds more than half of marketers in the United States using commerce media say it has improved campaign outcomes, signaling a seismic shift in how brands are planning, spending, and measuring in 2025 and beyond.
The research paints a picture of a fast-evolving ecosystem, with dynamic commerce embedded in the content we consume and every moment a potential transaction.
“Commerce media is the most exciting shift since programmatic,” said Nick Morgan, Founder and CEO of Vudoo. “But it’s more than a media channel – it’s a mindset. The opportunity lies in capturing the moment of intent, and many brands are still missing it.”
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The report, based on a survey of over 300 marketers, notes:
- Commerce media now accounts for 31% of US media budgets on average
- 80% of marketers favor non-linear, behavior-led measurement models
- 65% of marketers already experiment with shoppable ads
“Consumers today expect to scroll, shop, and check out without ever leaving the experience,” said Amie Owen, Global Chief Commerce Officer at KINESSO. “That expectation has created a new mandate: integrate commerce seamlessly across all media touchpoints.”
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Norm Johnston, SVP Head of Global Advertising Strategy at NewsCorp, notes, the rise of shoppable media requires smarter measurement. “Linear models aren’t keeping up with consumer journeys. We need measurement that mirrors behavior – fluid, dynamic, and intent-driven.”
The Commerce Swell: How Marketers Are Riding the New Media Wave – United States is Vudoo’s latest look into the growing global appetite for commerce media. The US report is available now alongside an Australian edition. European and Asia-Pacific regional reports will arrive in coming months.
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Source – Businesswire
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