Publicis Media Asia Pacific has announced the launch of Publicis Commerce in partnership with Interactive Solutions. Asia Pacific’s global share of retail ecommerce is forecasted to be about 60% in 2017 and is showing no signs of slowing down. On average, ecommerce makes up about 14% of retail sales in Asia-Pacific but influences a majority of physical store purchases. The path to purchase for consumers often begins within an eretailing site as they research and get ideas of what to purchase; and while they may not always end up purchasing directly from the eRetailer these sites have a significant impact on consumer buying behavior.
“eRetailers are the publishers of the future and given how much time consumers spend on these sites they will play an increasingly influential role as marketing and commerce continues to blend into a seamless consumer experience,” commented Ken Mandel, President Innovation & Commerce, Publicis Media Asia-Pacific.
“We may start to see a shift from what we have traditionally considered to be ‘media dollars’ towards ‘commerce dollars’, as advertisers continue to search for a more direct and measurable relationship between their marketing and sales efforts,” said Gerry Boyle, CEO, Publicis Media Asia-Pacific.
By combining Publicis Media’s media buying, planning & analytic capabilities with Interactive Solutions experience optimizing brand assets within over 200 e-retailers across the globe Publicis Commerce aims to position itself to provide clients a unique service offer that holistically blends demand generation & e-merchandising services.
“The linear marketing funnel of awareness, consideration and purchase will be flattened by end-to-end e-commerce experiences and marketers will continue to shift spend to more accountable & frictionless media,” commented Mandel. “Our new offer positions us exactly where we can most help our clients; at the intersection of media & commerce.”
“"We are excited to partner with Publicis Media and combine our service offers at a time when they are most needed by our mutual clients. We will be the first to offer comprehensive support of the ecommerce and digital purchasing ecosystem, combining visibility and conversion tools, with precisely targeted traffic,” says Piotr Morkowski CEO of Interactive Solutions “With over 150 end-to-end ecommerce projects implemented globally for clients such as P&G, Microsoft, Duracell, Mattel and more this is the right time to increase our penetration in the APAC region.”
In his new capacity, Mandel is responsible for building & leading the new business capability around commerce and innovation at Publicis Media Asia-Pacific. Mandel reports into Gerry Boyle, CEO Publicis Media Asia-Pacific. Mandel was previously Starcom’s President of Global Network Solutions Asia-Pacific and has extensive digital experience in the region.