What Is the Role of Influencer Marketing in Commerce Media?

Some industry observers, if tasked with answering the question posed in this blog’s title, might be tempted to keep it brief. One word, even: “Nothing.” But such an answer would fail to capture just how nuanced commerce media is becoming—and the ways in which influencer marketing can make an already powerful channel even more powerful. 

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In reality, commerce media and influencer marketing are on converging paths, creating new opportunities for advertisers to drive meaningful connections and full-funnel outcomes.

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What Is Commerce Media?

Commerce media is a rapidly growing segment of digital advertising that focuses on monetizing the shopping journey. Its origins can be traced back to the rise of retail media networks, platforms launched by major retailers like Amazon and Walmart to leverage their first-party shopper data for targeted advertising. As retail media networks evolved, they gave rise to the broader concept of commerce media, which encompasses ad formats across both on-site (e.g., sponsored product listings) and off-site (e.g., display and video ads) environments.

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Commerce media thrives on its ability to connect advertisers with consumers at various stages of the purchase journey. It’s most associated with ad formats such as:

• Sponsored Product Ads: Featured listings on e-commerce platforms that highlight specific products.
• Display Ads: Banner-style ads displayed on retail or third-party sites.
• Video Ads: Engaging video formats shown on e-commerce platforms, streaming services, or social media.
• Shoppable Ads: Interactive ads that allow consumers to make a purchase directly within the ad.

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By leveraging rich first-party data, commerce media delivers targeted and measurable advertising that aligns closely with performance goals—from driving clicks to conversions.

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What Is Influencer Media?

Influencer marketing involves partnering with individuals who have a loyal following on social media or other platforms to promote products and services authentically. These influencers, ranging from celebrities to micro-creators, act as trusted voices, offering recommendations that resonate with their audiences.

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Influencer media typically includes:

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• Sponsored Posts: Paid content where influencers showcase a product or brand.
• Live Streams: Real-time product demonstrations or Q&A sessions.
• Story Features: Temporary, engaging content on platforms like Instagram or Snapchat.
• Long-Form Content: In-depth reviews or tutorials on YouTube or blogs.

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This form of advertising shines in its ability to drive awareness and consideration, shape brand perception, and build trust. While historically considered more top-of-funnel, influencer marketing’s role is expanding into conversion-driven campaigns, especially with the growth of social commerce.

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The Future of Commerce Media: A Full-Funnel Evolution

Commerce media has traditionally been viewed as a lower-funnel channel, excelling in driving immediate conversions. But the future of commerce media is far more ambitious. It’s evolving into a full-funnel solution capable of delivering:

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• Awareness: High-impact formats like video and display ads drive brand visibility.
• Engagement: Interactive ads and tailored content foster deeper consumer connections.
• Conversion: Shoppable and sponsored formats close the loop with measurable sales.

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As commerce media expands its scope, it opens the door for content-rich approaches like influencer marketing to play a pivotal role. Influencers create authentic, storytelling-driven content that complements commerce media’s data-driven precision. For example, influencer content can amplify awareness campaigns within commerce media platforms, spark interest in new products, and even integrate shoppable links to drive conversions.

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Case in Point: Merging Influencer Marketing and Retail Media

Wavemaker, a global media agency, has been at the forefront of blending influencer marketing with retail media. Their strategy hinges on the idea that consistent exposure to authentic influencer content can enhance the performance of commerce media campaigns.

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For instance, influencers can drive traffic to a retail media campaign by building credibility and excitement around a product. This strategy is especially powerful for categories where trust and authenticity are critical—such as beauty, wellness, or premium consumer goods. Wavemaker’s approach demonstrates that the combination of influencer marketing and commerce media doesn’t just drive sales; it builds long-term brand loyalty.

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Key takeaways from Wavemaker:

• Consistency is Crucial: Frequent, authentic influencer content reinforces campaign messaging.
• Cross-Channel Synergy: Leveraging influencer content within retail media ecosystems maximizes impact.
• Data-Driven Optimization: Using commerce media’s measurement tools ensures influencer efforts align with performance goals.

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What Lies Ahead for Influencer Marketing and Commerce Media?

The marriage of influencer marketing and commerce media is still in its early days, but its potential is vast. As commerce media continues to evolve into a full-funnel channel, we can expect influencer content to play an even greater role in:

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• Enhancing Ad Creative: Storytelling elements from influencer content can make commerce ads more engaging and relatable.
• Driving Social Commerce: Platforms like TikTok and Instagram will likely integrate more commerce media capabilities, blurring the lines between influencer and retail media.
• Boosting Measurability: Advanced analytics will help brands better understand how influencer-driven commerce campaigns contribute to ROI.

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Advertisers should keep their eyes peeled for opportunities to combine these two powerful tools. By leveraging commerce media’s precision and influencer marketing’s authenticity, brands can create robust, full-funnel strategies that resonate with today’s digitally savvy consumers.