“Captivate + Activate”: A New Playbook for Commerce Media Networks

Put Product Samples at the Center of Commerce Media Campaigns

I’ve cautioned before against creating the “physical world equivalent of the pop-up ad,” and if such a thing already exists it would definitely be the back-of-the-seat taxicab ad.

From the moment the meter turns on, it blares annoying and unwanted commercials. For some reason the ads are always impossible to mute, holding the customer hostage to low-quality, intrusive advertising over which they have little control. It’s a poster child for the degradation of the taxi customer experience, which led to the industry’s disruption by Uber more than a decade ago.

Ironically enough, Uber is rolling out seat-back advertising as part of its fast-growing commerce media network. Will Uber make the same mistakes that the taxi industry did? 

I don’t think so. 

That’s because Uber—and other commerce media networks (CMNs) like it—have the chance to flip the script to turn this form of advertising into a CX-positive experience. 

I call it the “Captivate + Activate” playbook.

“Captivate + Activate” with Product Samples

The success of “Captivate + Activate” depends on getting the value exchange right with the customer, and the key to this strategy is product samples. There is no format with more potential to persuade future purchase decisions than a product trial. Plus, consumers love free stuff.

With product samples as the centerpiece of a brand campaign, a captive CX, like the back seat of a taxicab, will transform into a captivating CX. 

The consumer is activated to try the product, immerse themselves in the brand experience, and even purchase the product. A secondary activation occurs via post-experience media exposure to reinforce the brand and drive repeat purchase.

Here’s how it works:

Imagine stepping into an Uber and you’re offered a selection of OLIPOP low-sugar prebiotic sodas.

You’re intrigued and decide to try the Cherry Vanilla version.

As you take your first sips of the refreshing beverage, the seatback tablet carries video content for OLIPOP.

On the screen, you see two calls to action: tap to learn more or scan a QR code to order online. You tap the screen and a 1-minute commercial plays that narrates a rich OLIPOP brand story. The brand resonates, the product is enjoyable, and as the commercial winds down you decide to scan the QR code and order a multi-pack to be delivered to your doorstep a couple days later.

Two weeks later, you see a streaming TV ad for OLIPOP—targeted using Uber’s first-party data—while watching one of your favorite shows, another one while scrolling your TikTok feed, and another in your Uber app during your next ride. The surround-sound advertising persuades you to add another multi-pack to your next online grocery order.

It’s the perfect full-funnel advertising experience, full of “surprise and delight”, and with maximum convenience. The new playbook is a win-win-win for consumer, brands, and CMNs.

“Captivate + Activate” Works for Other CMNs

This playbook can be replicated by two of the most interesting emerging CMNs today—Marriott and United—as well as any other transportation, hospitality, and airline media networks.

Marriott Media Network’s “captivating” context occurs with in-room TV screens. As guests enter their rooms and turn on the TV for the first time, they’re met with advertising content describing the complimentary personal care products or snacks and refreshments found in their rooms.

United Airlines, the latest mega-brand to (reportedly) enter the commerce media space, can similarly deploy seatback screens for advertising content in conjunction with an elevated selection of snacks and refreshments. Free new products will make for a more enjoyable trip, driving customer loyalty.

Get Treated Like “Loyalty”

Uber, Marriott, and United can execute the “Captivate + Activate” playbook, in part, because they boast top-tier loyalty programs with the first-party data necessary for effective post-experience activations. In fact, the promotional value of their first-party data rivals that of the top retailers, according to Competiscan.

This data forms the backbone of ongoing targeted brand communications with highly qualified customers and prospects. Every off-site ad impression delivered to these audiences is more valuable, potentially by an order of magnitude.

Most digital ad platforms are about scale, but CMNs can’t—nor should they try to—compete on that dimension. Instead, they should prioritize the quality and depth of the advertising experience, and charge brands a premium.

The powerful combination of screens that captivate and product samples that activate is high in effectiveness, even if the experience doesn’t easily scale to tens of millions of consumers.

Captivate + Activate = Effectiveness

CMNs are often most hospitable to high-consideration categories and prestige brands that want to reach affluent customers, which Uber, Marriott, and United disproportionately do. They’re also ideal for premium consumer brands—like OLIPOP—with the potential for repeat purchase. What CMNs lack in scale, they make up for in customer lifetime value.

To compete for their share of the $60 billion+ entering the retail media sector by 2027, CMNs are better off developing their own unique playbook than playing a game they’re less equipped to win.

In a future article, I’ll share an adapted version of the “Captivate + Activate” playbook that can work for grocery and specialty retailers.