Next in Media: What Happens When Retail Media Eats Everything
Host: Mike Shields
Guest: Sami Rubin, Vice President of Integrated Marketing at WPromote
Release Date: April 9, 2025

Introduction and Background

In this episode of Next in Media, host Mike Shields engages in a comprehensive discussion with Sami Rubin, the Vice President of Integrated Marketing at WPromote. As a leading independent marketing agency, WPromote collaborates with clients across various industries, including entertainment, consumer packaged goods (CPG), retail, and financial services. Sami provides insights into the evolving landscape of media, marketing, and advertising, emphasizing the necessity of integrated strategies in a rapidly changing environment.

Sami Rubin [02:10]: "We've been driving full funnel marketing strategy and activation for our clients for years. And we've been continuing to invest in that way through, you know, some hires we've made from a creative and brand perspective as we continue to evolve and keep pace with what our clients need."

Retail Media Integration

A central theme of the conversation is the expansion of retail media beyond its traditional confines. Sami contends that retail media should no longer be viewed as a separate category but rather as an integral part of a broader media mix. She highlights the diversification of retail media investments, which now encompass Connected TV (CTV), podcasts, influencer partnerships, and more.

Sami Rubin [03:41]: "The distinction of retail media as a completely separate category of investment is becoming less and less meaningful every day. ... It's no longer just search ads, right? It's CTV, it's podcasts, it's influencer."

This perspective aligns with the strategies of retail giants like Amazon, who are evolving into media powerhouses to capture a larger share of marketing budgets. Sami emphasizes that the growth in retail media is driven by its expanded media mix rather than being an isolated phenomenon.

Organizational Structure Challenges

Integrating diverse media tactics within existing organizational structures presents significant challenges. Sami observes that many brands struggle with siloed departments, such as brand marketing, performance marketing, and sales teams, each managing different aspects of retail media independently. This fragmentation leads to inefficiencies and duplicated efforts.

Sami Rubin [05:40]: "Every brand has a completely different org structure. ... We're talking like three to potential four different marketing teams that are all thinking about CTV and where does this live and who owns this."

To address these challenges, Sami advocates for enhanced communication and transparency across teams. She suggests that brands need to adopt a unified approach to media planning to ensure that all investments are aligned with overarching business objectives.

Sami Rubin [07:37]: "You've got to start with communication and transparency. ... We can start to unify those conversations so they can say, okay, CTV is a priority for the media mix."

Social Shopping and Platform Uncertainty

The discussion also delves into the integration of social shopping within retail media. Sami notes the rise of platforms like TikTok Shops and the evolution of social shopping as critical destinations for brand and product discovery. However, she also addresses the uncertainties surrounding platform policies and potential bans, which add complexity to strategizing effectively.

Sami Rubin [09:24]: "Social shopping has evolved as well. ... Social is a new search, and it makes sense because that's how consumers are discovering new brands and products."

Sami reassures that WPromote's diverse media strategies, including leveraging platforms like YouTube Shorts and Instagram Reels, position their clients to adapt to changes and continue engaging audiences even amidst platform-specific uncertainties.

Utilization and Challenges of Retail Media Data

A point of contention in the marketing community is the extensive use of retail media data and its application across various channels. Sami differentiates between sales data and audience data, explaining their distinct utilities.

Sami Rubin [15:02]: "If we're just talking about sales data, it's really powerful when it comes to integrating that into our media mix models... But when it comes to the audience data, there aren't really trends here."

She emphasizes the importance of testing and tailoring data usage to specific client needs, acknowledging that while sales data can enhance media mix models by providing clear insights into commerce outcomes, audience data's effectiveness varies depending on the context and application.

Resurgence of Marketing Mix Modeling

Marketing Mix Modeling (MMM) has experienced a renaissance, driven by the decline of third-party cookies and advancements in artificial intelligence (AI). Sami explains that MMM now offers more granular insights, making it accessible not just to large advertisers but also to brands with smaller budgets.

Sami Rubin [17:59]: "Around 2021 is really when I started seeing media mix models becoming more and more mainstream. ... With advancements in AI, there's a lot more analysis that can be done on lower spend thresholds."

The integration of MMM with other measurement techniques, such as Multi-Touch Attribution (MTA), allows for a more comprehensive understanding of media effectiveness, enabling brands to optimize their investments more strategically.

Role of AI in Media Buying and Strategy

AI's role in media buying and optimization is another critical topic addressed. While AI-driven tools offer advanced capabilities for bid management and optimization towards specific objectives, Sami asserts that human strategists remain essential.

Sami Rubin [21:23]: "There are media buying tools that are out there that can integrate bid management... I would say that we're still a ways away, but we are seeing more and more of these advanced measurement partners expand their API connections."

She argues that despite AI's growing capabilities, human expertise is necessary to interpret data, provide historical context, and adapt strategies to evolving consumer behaviors. This hybrid approach ensures that media plans are both data-driven and creatively informed.

Sami Rubin [22:35]: "At least for a long while, timing TBD. ... those insights are only going to be as impactful as the data and we can start to feed it more and more context so that those insights can be more and more robust."

CTV Performance Marketing Trends

Connected TV (CTV) represents a significant area of growth, especially as brands seek to drive measurable performance outcomes beyond traditional brand awareness. Sami shares her experience in programmatically buying high-value CTV inventory and achieving conversion lifts and in-store sales through targeted campaigns.

Sami Rubin [24:25]: "We are performance. Everything that we do needs to drive a measurable impact. ... we're seeing that meaningfully impact the bottom line for the business."

She highlights the importance of CTV partnerships and integrated measurement solutions in demonstrating tangible results, positioning CTV as a viable channel for brands aiming to achieve specific performance metrics.

Conclusion

The episode underscores the necessity of integrated media strategies in navigating the complexities of modern marketing landscapes. Sami Rubin's insights reveal that as retail media evolves and expands, brands must adopt unified approaches, leverage advanced data models, and blend AI capabilities with human expertise to optimize their media investments effectively. The future of media marketing lies in seamless integration, adaptability, and strategic innovation.

Sami Rubin [26:07]: "At least from where I sit, we're here. You just got to look for it. ... digitally native agencies have been buying CTV and premium CTV."

As the media ecosystem continues to transform, staying ahead requires continuous adaptation and a keen understanding of emerging trends and technologies.

For more insights and discussions on the evolving media landscape, subscribe to Next in Media and stay informed on the latest industry developments.