Content, monetisation and retail media

Navigating the Crossroads: Evolving with Content Monetisation and Retail Media

My career has been deeply rooted in the news and current affairs industry, I’ve played my part in telling countless stories, made thousands of pieces of ‘content’ and the editorial line always held; we’ll make the content, someone else will make the money. Now I find myself at a very interesting crossroads - to monetise or not to monetise!? Having taken the plunge to start out on my own, I’m helping other businesses maximise the potential of their content, so of course the answer needs to be the latter, and I'm fascinated in how the landscape of content monetisation is undergoing a seismic shift, especially with the growth of retail media.

In the traditional world of news, we were storytellers. We crafted narratives, presented them neatly, balanced, and we could usually attract a decent audience. But today, audiences aren’t satisfied with being passive observers. They want to be part of the story, to have an opinion, to be heard and I see interactive content as a bridge that connects creators with consumers in a more meaningful way.

So, why does this matter? Well, it's not just about the creative process; it's about the green stuff – the cash. In the world of content monetisation, we're witnessing a shift in where brands choose to advertise and how people prefer to shop. It's a fascinating dance between creators and consumers, and businesses that can master this rhythm are poised for success.

Let's talk about the retail media revolution. Traditionally, brands would invest heavily in advertising spaces where they hoped to catch the eyes of potential customers. Think billboards, TV commercials, and glossy magazine ads. But with the rise and evolution of digital platforms, video, the game has changed. It's not about bombarding consumers with messages; it's about inviting them into the narrative.

Imagine a time when your potential customer isn't just watching a commercial but actively engaging with it. They choose the products they want to learn more about, explore different features, and even make purchases seamlessly without leaving the video. It's not intrusive; it's immersive. This paradigm shift opens up new avenues for brands to connect with their audience in a more organic, authentic way.

And then there's the shopping experience. With the lines between content and commerce blurring, people are no longer satisfied with just watching a video; they want to shop while doing it. It's a revolution in the way we consume and, consequently, in the way businesses should approach content creation. It's not just about selling a product; it's about creating an experience.

Tell me, if you have to watch an ad and then it actually resonates with you, can you be bothered going through the hassle of navigating somewhere else to make a purchase? Or would you rather it was an easy seamless option? Seen those shoes in that video? Why not buy them at the moment you’ve been inspired!?

As I navigate this crossroads, I can't help but feel a sense of excitement and anticipation. The old rules no longer apply, and the possibilities are limitless. But, of course, with great opportunities come great challenges. Businesses need to adapt, evolve, and embrace this new era of interactive content monetisation.

I love the idea of interactive video and it’s emerged as a game-changer, allowing audiences to do more than just passively consume content; it empowers them to control their journey. It's not merely about watching anymore; it's about engaging on a deeper level. And the implications are profound. We're standing at the precipice of a content revolution. The convergence of interactive video and retail media is reshaping how we tell stories, how brands connect with consumers, and how people shop. As someone who has spent a lifetime creating the content, this crossroads feels like both a culmination of my past experiences and the beginning of an exhilarating new chapter in the world of content and commerce. And so, with a blend of nostalgia and excitement, I welcome the future, where every click, every interaction, is a step into the uncharted territories of storytelling and business.