Commerce Media Matters

What was 2024 like in the world of Commerce Media?It’s the grand finale of 2024! Join Nick Morgan and Paul Blackburn as they dive into a special year-end wrap-up of Commerce Media Matters. Take a trip down memory lane as they revisit their favorite conversations and unpack the biggest hits, misses, and game-changing moments that defined the year. From transformative trends to standout innovations, discover how 2024 reshaped the commerce media landscape—and what it means for the future.In This Episode, We Reflect On:What is commerce media, really? A look back at how commerce media has grown from its origins to a vast ecosystem transforming how brands connect with consumers. Have we cracked the code, or is it still a work in progress?The voices that shaped our conversations:  Insights from Lance Eerhard on blending influencer-driven content, Joshua Lowcock on automation and first-party data, and Nick Smith, who redefined content-driven commerce with Medium RareBold moves in the commerce media space: From United Airlines’ leap with Kinective Media to CommBank’s foray into media networks, 2024 showed commerce media extends far beyond retail. The highs and lows of 2024: What worked, what didn’t? From Google’s cookie saga, Australia’s groundbreaking social media laws, and bold partnerships like Walmart's acquisition of Vizio, this year brought big headlines and shake-ups. About the hosts:Nick Morgan: Nick is an entrepreneur with over 20 years of experience in digital marketing and eCommerce. He founded Vudoo in 2018, a platform that enables in-stream content commerce across articles, videos, and images. Nick's work transforms every ad impression into a potential shop front, offering a seamless eCommerce experience.Paul Blackburn: Paul is a digital media innovator with over 20 years of experience. At News Corp Australia, he launched the "Intent Connect" data platform and led innovation in shoppable video and the "Total Commerce" framework. Now as Chief Growth Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences.Subscribe & Leave a Review:If you enjoyed this episode, please subscribe to Commerce Media Matters and leave us a review on your favourite podcast platform!

In this episode of Commerce Media Matters, we’re joined by the brilliant Lance Eerhard, CEO of BuyersCircle—a game-changing social eCommerce platform created by former Alibaba execs to empower e-Tailers and suppliers to connect with their social communities. With 30,000 sellers, 950,000 active shoppers, and a career that’s seen him in top roles at WooliesX, Dan Murphy's, and CUB, Lance knows a thing or two about transforming online retail and tapping into the power of the creator economy..Social commerce is undeniably in its prime, and Lance dives into how creators are flipping the script on traditional affiliate and commerce models, turning trust and personalization into powerful tools that build real consumer loyalty. He shares why smaller, dedicated audiences can make a huge impact through influencers who truly “get” them—especially as consumers increasingly seek curated experiences that resonate with their values and identity.In this episode you’ll get the lowdown on:The Affiliate Challenge: The digital world is no walk in the park, with razor-thin margins and an ever-diversifying consumer base. Lance reveals how BuyersCircle’s marketplace model is redefining the rules, empowering creators to set up their own stores and retain their hard-earned audiences within the content and environment they’ve crafted.Social Commerce's Bold Future: One-to-one interactions and live commerce are shifting the game, giving creators fresh ways monetize their content like never before.Retail Media and Cultural Diversity: Why connecting with Australia’s culturally and linguistically diverse communities is so important—reaching new audiences means embracing and understanding a variety of backgrounds and perspectives.A Brand Renaissance: Trust in big brands is making a comeback as consumers are drawn to companies that reflect their own values. Discover how this shift is shaping retail’s landscape.Specialty Retail's Rise: Consumers are done with generic—today, it's all about bespoke recommendations and shopping experiences that feel personal and genuine.About the guest:With a career shaped by key leadership roles at Woolworths, Dan Murphy's, and Carlton & United Breweries (CUB), Lance brings a forward-thinking perspective on the trends shaping the eCommerce sector. He joined BuyersCircle in April 2022, following his tenure as General Manager at Woolworths’ WooliesX, where he led innovative digital initiatives.Lance actively contributes to the industry as an Advisory Board Member for the National Online Retailers Association (NORA) and as a Customer Advisory Group Member at Australia Post. About the hosts:Nick Morgan: Nick is an entrepreneur with over 20 years of experience in digital marketing and eCommerce. He founded Vudoo in 2018, a platform that enables in-stream content commerce across articles, videos, and images. Nick's work transforms every ad impression into a potential shop front, offering a seamless eCommerce experience.Paul Blackburn: Paul is a digital media innovator with over 20 years of experience. At News Corp Australia, he launched the "Intent Connect" data platform and led innovation in shoppable video and the "Total Commerce" framework. Now as Chief Growth Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences.Subscribe & Leave a Review:If you enjoyed this episode, please subscribe to Commerce Media Matters and leave us a review on your favourite podcast platform!

In this episode of Commerce Media Matters, hosts Nick Morgan and Paul Blackburn sit down with the one and only Nick Smith, Managing Director of Medium Rare Content Agency, to crack open the secrets behind the explosive growth of retail media.Nick’s portfolio is packed with some of Australia’s biggest brands—Coles, David Jones, Qantas, and more. But it’s not just about big names; it’s about big ideas. Nick reveals how Medium Rare has mastered the art of transforming retail objectives into irresistible content that audiences actually want to engage with. Whether it’s the wildly popular Coles magazine (read by over 5.2 million Aussies!) or Commonwealth Bank’s 'Brighter' magazine and TV series, Nick shows how the power of storytelling can turn everyday brands into consumer favourites.In this episode, you’ll get the inside scoop on:Building Brand Trust: How brands like Coles, David Jones, and Commonwealth Bank are strengthening trust and loyalty through content-driven campaigns that truly resonate.Next-Level Content Ecosystems: How David Jones is redefining retail media through its Amplifier arm—and what brands can learn from this content commercialization powerhouse.Creating Consumer Loyalty: The reason why Coles Magazine is Australia’s most-read publication.Retail Media’s Secret Sauce: How delivering content in-store can drive real retail results.Nick also shares his thoughts on the future of retail media, the rise of owned media ecosystems, and why brands need to think beyond traditional advertising to connect with today’s savvy consumers. If you’re in the business of making media that matters, this is one episode you don’t want to miss.About the guest:Nick Smith is the Managing Director of Medium Rare, Australia's leading content marketing agency. With over 20 years of experience, Nick is a highly respected publishing executive known for creating and delivering award-winning brand strategies, premium content, and digital communications. Before joining Medium Rare, Nick was the CEO of BURO.Global, a London-based digital publishing network, where he oversaw operations across 12 territories in Europe, the Middle East, and Southeast Asia. Prior to that, he served as Prestige & Lifestyle Director at News Corp Australia, leading iconic titles such as Vogue Australia and serving as Editor-in-Chief of GQ Australia.About the hosts:Nick Morgan: Nick is an entrepreneur with over 20 years of experience in digital marketing and eCommerce. He founded Vudoo in 2018, a platform that enables in-stream content commerce across articles, videos, and images. Nick's work transforms every ad impression into a potential shop front, offering a seamless eCommerce experience.Paul Blackburn: Paul is a digital media innovator with over 20 years of experience. At News Corp Australia, he launched the "Intent Connect" data platform and led innovation in shoppable video and the "Total Commerce" framework. Now as Chief Growth Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences.Subscribe & Leave a Review:If you enjoyed this episode, please subscribe to Commerce Media Matters and leave us a review on your favourite podcast platform!

In this electrifying episode, we chat with Joshua Lowcock, President of Media at Quad, an American marketing services company that helps brands make direct consumer connections across household, in-store and online with a range of marketing and media solutions. Joshua shares Quad's dynamic approach to putting clients first and driving business results through innovation and emerging tech, including their latest game-changer, In-store Connect.In this episode you'll hear:How Quad’s In-store Connect is revolutionizing in-store experiences by blending traditional print with digital displaysInsights on balancing creativity and AI-driven decision-making in media optimization, and the evolving role of humans in an AI-driven worldJoshua’s take on data privacy and the impact of GDPR-like regulations in Australia, including the need for a united industry front to protect consumer rights while ensuring smooth business operationsThe key differences between the US and Australian markets and advice for Australian businesses looking to expand globallyIf you’re looking to stay ahead in the world of Marketing and understand the future of data privacy and innovation, this episode is a must-listen!About the guest:Joshua Lowcock is an Australian digital media executive based in New York, currently serving as President of Media at Quad. Previously, he held key roles as UM’s Global Chief Media Officer, Chief Digital Officer, and Global Brand Safety Officer.Currently, Joshua is a Non-Executive Director and Chair for AdVeritas (ASX.AV1) and has served on the boards of several public companies, including Accent Group (ASX.AX1), Cashrewards Ltd (ASX.CRW), and Prime Media Group (ASX.PRT).Recognized by AdWeek, he was named one of the 50 most influential people in media and one of the 25 Media All Stars.About the hosts:Nick Morgan: Nick is an entrepreneur with over 20 years of experience in digital marketing and eCommerce. He founded Vudoo in 2018, a platform that enables in-stream content commerce across articles, videos, and images. Nick's work transforms every ad impression into a potential shop front, offering a seamless eCommerce experience.Paul Blackburn: Paul is a digital media innovator with over 20 years of experience. At News Corp Australia, he launched the "Intent Connect" data platform and led innovation in shoppable video and the "Total Commerce" framework. Now as Chief Growth Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences.Subscribe & Leave a Review:If you enjoyed this episode, please subscribe to Commerce Media Matters and leave us a review on your favourite podcast platform!

In the debut episode of Commerce Media Matters, hosts Paul Blackburn and Nick Morgan unravel the transformative power of commerce media in retail. Discover how commerce media can combat fragmentation in marketing and drive both brand and transactional results through innovative content and first-party data.In this episode, you’ll discover:The concept of commerce media and its role in the retail industry.Key differences between commerce media, retail media, and shoppable content.The rise of retail media networks and how content brings together different networks.How shoppable media enables seamless transactions directly from ads and content.Strategies for achieving frictionless shopping experiences and transactable attribution.If you’re looking to demystify commerce media and understand its full potential, this episode is for you!About the hosts:Nick Morgan: Nick is an entrepreneur with over 20 years of experience in digital marketing and eCommerce. He founded Vudoo in 2018, a platform that enables in-stream content commerce across articles, videos, and images. Nick's work transforms every ad impression into a potential shop front, offering a seamless eCommerce experience.Paul Blackburn: Paul is a digital media innovator with over 20 years of experience. At News Corp Australia, he launched the "Intent Connect" data platform and led innovation in shoppable video and the "Total Commerce" framework. Now as Chief Growth Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences.Subscribe & Leave a Review:If you enjoyed this episode, please subscribe to Commerce Media Matters and leave us a review on your favourite podcast platform!

Welcome to Commerce Media Matters – an all-new original show where Nick Morgan (CEO at Vudoo) and Paul Blackburn (Director of Commercial Data & eCommerce) take you on an insider’s journey through the dynamic world of commerce media, sharing the latest trends, perspectives, and insights to help you create marketing content and media that truly matters!About the hosts:Nick Morgan: Nick is an entrepreneur with over 20 years of experience in digital marketing and eCommerce. He founded Vudoo in 2018, a platform that enables in-stream content commerce across articles, videos, and images. Nick's work transforms every ad impression into a potential shop front, offering a seamless eCommerce experience.Paul Blackburn: Paul is a digital media innovator with over 20 years of experience. At News Corp Australia, he launched the "Intent Connect" data platform and led innovation in shoppable video and the "Total Commerce" framework. Now as Chief Growth Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences.Subscribe & Leave a Review:If you enjoyed this episode, please subscribe to Commerce Media Matters and leave us a review on your favourite podcast platform!