Seated in terminal four at Los Angeles International Airport in early June 2020, it became clear. Retail has bifurcated, and the American consumer is polarizing with it.
For decades, media monetized by way of display advertising, native advertising, branded media, affiliate marketing, and eventually direct commerce. Like a technological progression, the funnel widened and shortened over the years. The definition of media broadened with time. Today, click through rate (CTR) means less to a publisher than the revenue that one visitor accounts for. Accounting for revenue per customer means that customer acquisition cost (CAC) is as much a media metric as it is a commerce one. A publisher now assesses her readership with a measure of lifetime value (LTV); this is especially the case for subscription-based operations. A “like” or other forms of engagement used to matter. Today, the measurement of conversion rate and transaction value are prioritized. Media is a competition for audience ownership; it’s a 360 degree battle for your attention.
