Reaching the Right Audience: 5 Advertiser Growth Strategies from DMEXCO
At DMEXCO 2024, Rokt partnered with The Drum to discuss how advertisers can cut through the noise, engage high-intent audiences, and drive measurable growth in a rapidly evolving advertising landscape. Tim Crouch, SVP of Strategic Partnerships for Rokt EMEA, shared a clear and actionable roadmap to help advertisers future-proof their direct-to-consumer (D2C) strategies and unlock scalable success.
From the rise of retail media to the power of AI-driven precision targeting, here are five proven strategies to help advertisers stay ahead of the curve and maximize ROI:
1. Enter the age of retail and commerce media
Retail and commerce media are booming—and for good reason. With global retail media spending projected to reach $140 billion this year, these channels transform how advertisers connect with shoppers.
Retail media taps into high-purchase intent environments, using first-party data to target audiences with unmatched precision. Advertisers can deliver relevant, timely messages at critical decision-making moments, converting intent into measurable growth.
Forward-thinking advertisers are already shifting budgets to retail and commerce media to:
- Unlock scalable growth,
- Achieve sharper ROI
- Gain a competitive edge.
Those who act now will secure their advantage as this channel expands.
2. Leverage the Transaction Moment™ to acquire customers at scale
The Transaction Moment—that pivotal window from the cart to the confirmation page—is one of the most underutilized channels for acquiring customers in ecommerce. During this moment, customers make decisions when their intent is at its peak. Advertisers who treat checkout as a marketing channel rather than an endpoint can deliver tailored, relevant offers when shoppers are most receptive. Whether they encourage loyalty sign-ups, app downloads, or third-party deals, advertisers can engage customers in the buying mindset—even as they check out on premium ecommerce sites.
The Transaction Moment™ transforms passive checkout into a scalable acquisition opportunity that builds long-term loyalty.
3. Unlock growth with smarter return on ad spend (ROAS)
Precision matters. Advertisers must ensure that every dollar delivers measurable results in a market with tighter budgets than ever.
Adopting a data-first acquisition strategy allows advertisers to deliver personalized, real-time offers to the right audience, improving campaign performance and maximizing ROI. Advertisers embracing precision targeting have seen up to 15% above-target ROAS, turning optimized spend into tangible growth.
More innovative strategies mean advertisers aren’t just keeping pace—they’re outperforming competitors still relying on outdated, one-size-fits-all approaches.
4. Expand reach with AI and machine learning
AI and machine learning have revolutionized how advertisers find, engage, and convert audiences. These tools uncover incremental opportunities by identifying untapped audiences and creating hyper-personalized campaigns that drive stronger engagement and measurable outcomes.
AI-powered insights allow advertisers to act in real-time, keeping campaigns agile, efficient, and responsive to market dynamics. This results in finding growth opportunities that competitors miss.
5. Future-proof your marketing strategy
Winning in today’s fast-moving market requires agility. Static strategies don’t deliver results—advertisers must continuously test, learn, and adapt.
A test-and-learn mindset, backed by data, enables advertisers to uncover what works, optimize campaigns, and prepare for what’s next. Advertisers proactively investing budget and resources in experimentation and partnering with experts to drive innovation are best positioned to seize emerging opportunities, adapt to changes, and lead the market.
Why it Matters
Ecommerce is evolving at lightning speed. Advertisers who act now—by embracing retail media, unlocking the power of data and the Transaction Moment, and leveraging AI-driven strategies—drive results today and prepare for success tomorrow.
At Rokt, we help advertisers seize these critical moments with scalable, data-driven solutions that deliver measurable growth when it matters most. Learn how we’re unlocking growth here.