OwnerIQ co-sponsored The Ad Club of Boston’s Lures of Retail on June 26. The afternoon summit featured speakers from eMarketer, New Balance, Joss & Main, and Yahoo.
Attendees agreed this was a fantastic event for discussing the many issues being faced by retailers today. Some of the major themes of the day included in-store brand experience, navigating big data, and the importance of design for products and marketing.
OwnerIQ CEO Jay Habegger presented a follow-up to his well-received talk at CMO Collective in Dallas. Jay shared OwnerIQ’s industry-informed view that by 2014, more than half of brands will be the new media companies, exploring their web audiences as a media asset.
Generating new revenue is a main component of the brands-as-media-companies narrative. As retailers and brands begin to see their web audiences as an owned media asset, they will become directly involved in media buying, a previously untapped source of revenue. Even a small amount of income generated from advertising yields a large margin, which is especially good news for investors.
The future of brands and retailers as media companies is already becoming a reality, with major online retailers like Amazon, Best Buy, and Walmart blazing a trail in the buying and selling of their owned media assets. Retailers will again be their own biggest competition, but in a new space: ad technology.
Thanks to the Ad Club of Boston for letting OwnerIQ co-host such an interesting event. We’re looking forward to the next one, with its new lessons and insights!