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Draw the curtain on 2024 with another insightful episode of The Garage featuring Shawn McGahee, head of retail media ads at Google.
Shawn joins hosts Dan Massimino and Evan Hovorka with all the details on the future of retail media and what to expect in 2025, from how AI is going to reshape the industry to the importance of focusing on incremental return on ad spend, and YouTube as the next shopping destination.
“We found that 85% of shoppers who use YouTube in their purchase journey have made a plan to make a repeat purchase of that brand,” he says on the podcast. “So not only is it good for discoverability, we also are seeing that it helps with loyalty.”
The conversation further shines a light on the shift toward managed and self-service solutions in retail media networks, the real ways in which consumers today shop, how flexible buying options can change the game, and the potential for YouTube to be a shopping destination, with Shawn sharing impressive stats about product reviews and unboxing videos—specifically, how they can drive consumer engagement and loyalty.
The future of advertising and retail marketing has never been more exciting! So, tune into this insight-packed year-end special and head into 2025 with all the know-how you need to stay ahead of the curve.
Key takeaways:
[00:04:20] Google’s Big Bets for 2025 — Shawn McGahee runs listeners through Google’s big bets for the retail media landscape in 2025: the importance of driving incremental ROAS (return on ad spend) and how this shifts the focus to managed and self-service solutions. He further explains why an emphasis on incremental advertising impact can be a key driver for brands and their campaigns, elevating their overall marketing efforts. By integrating Google’s vast inventory into retail media campaigns, brands can achieve better results and meet their advertising goals more effectively.
[00:07:23] How Search Ads 360 Connects Brands to Consumers — In this segment, Shawn shines a light on the presence of Search Ads 360 in the retail media ecosystem, and how it has transformed the potential for retail media networks to support brands. He explains that this tool, if used effectively, has the ability to connect brands with consumers at critical points in their shopping journey. By utilizing Search Ads 360, brands can enhance their visibility and drive traffic to their retail partners, ultimately leading to increased sales and better consumer engagement.
[00:11:38] The Reality of Consumer Search Behavior — Shawn reveals a counterintuitive yet insightful data point about the reality of consumer search behavior—70% of searches on Google are category searches rather than brand-specific queries. This revelation emphasises the importance of targeting consumers early in their shopping journey, before they have made a brand or retailer decision. A shift in focus would allow brands to position themselves as the first stop of interest in a consumer’s purchase journey and efficiently drive conversions, making it crucial for advertisers to adapt their strategies accordingly.