WPP's shopping list - Business Insider

Hi and welcome to Insider Advertising, weekly edition, where I break down the big stories in media and advertising.Today: What's on WPP's shopping list, PR giant BCW moves into e-commerce, and gaming-influencer tie-ups.If you're like me, the shipping boxes have been piling up in the lobby as I do more shopping online, whether out of necessity or lockdown boredom.

So it's no wonder that advertisers are trying to get more attention of people like me and figure out exactly what it'll take to get me to drop their product in my basket. We've been writing a lot about the rise of e-commerce and associated advertising lately. Here's a recap:, giving rise to the term retail media. It's a $17.4 billion market, or 12% of digital advertising, and it's expected to soar 39% this year, per eMarketer.who are leading the charge at retailers from Walmart to CVS in building retail media businesses.The rise of e-commerce is driving deal-making, too.

As BCW's Donna Imperato told Sean: "We knew we needed e-commerce because with the internet, you want to be able to promote the client product or brand and make it easy for the reader to go straight to purchasing that product." Rival holding company IPG is also looking for consulting gigs; its pitch revolves helping chief marketing officers who are increasingly using data to make decisions, especially as the pandemic requires up-to-the-minute information about where and what people are buying.

I thought that sign said WAP.

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