Description
In this episode of GrabAds Ad-Libs, filmed in Singapore, we speak with Raveena Udasi, Executive Director, Client Success at UM APAC, about how brands are redefining media success, navigating the rise of commerce media, and earning consumer attention in today's fragmented media landscape.
Key insights from the conversation:
• Business effectiveness is the new measure of media success
Marketing leaders are moving beyond traditional metrics like CPMs and CTRs to focus on business outcomes, where the true value of media lies in its ability to drive incremental sales and measurable growth.
• Commerce media requires a consumer-first strategy
As commerce media continues to reshape marketing budgets, brands need to align media, trade, e-commerce, and marketing investments around consumer needs and business objectives.
• Brand and performance work better together
Established brands can invest more heavily in lower-funnel performance, while emerging brands must first build awareness and brand equity. The strongest strategies integrate both to achieve long-term business success.
• Attention is the new currency
In an increasingly crowded content landscape, consumers reward brands that deliver timely, relevant, and useful experiences instead of interruptive advertising.
• The best ads solve real consumer problems
Marketing becomes more effective when it feels like an act of service. Brands earn attention by showing up in the right context and helping consumers in meaningful moments.
This conversation is relevant for marketers exploring business effectiveness, incrementality, commerce media strategy, consumer-centric marketing, attention metrics, and full-funnel growth planning.