Commerce Media Goes Mainstream: Over Half of U.S. Marketers Say It’s Driving Better Campaign Outcomes

A new report from Vudoo reveals that commerce media isn’t just a trend—it’s reshaping the entire media landscape. More than half of U.S. marketers already using commerce media say it has improved campaign outcomes, marking a major shift in how brands plan, spend, and measure in 2025.

Released as part of Vudoo’s global research initiative, The Commerce Swell: How Marketers Are Riding the New Media Wave – United States, the report underscores a clear reality: every scroll is a potential sale—and smart brands are racing to meet that expectation.

“Commerce media is the most exciting shift since programmatic,” said Nick Morgan, Vudoo’s CEO. “But it’s more than just a media channel—it’s a mindset. The real opportunity lies in capturing intent the moment it sparks. Too many brands still miss it.”

Findings from the Report

• Commerce media now represents 31% of U.S. media budgets on average

• 65% of marketers are already experimenting with shoppable ads

• 80% prefer non-linear, behavior-led measurement models over traditional ones

This is more than a budget reallocation—it’s a paradigm shift. Marketers are moving beyond static attribution models, toward fluid, real-time engagement strategies where every media moment is shoppable.

“Consumers today expect to scroll, shop, and check out without leaving the experience,” said Amie Owen, Global Chief Commerce Officer at KINESSO. “That expectation has created a new mandate: seamless commerce across all media touchpoints.”

Measurement Must Evolve, Too

As the consumer journey becomes increasingly dynamic, legacy linear attribution models are falling behind.

“We need measurement that mirrors behavior—fluid, dynamic, and intent-driven,” added Norm Johnston, SVP, Head of Global Advertising Strategy at NewsCorp. “Commerce media demands smarter attribution models that evolve with the buyer.”

From Passive Media to Active Engagement

In 2025, brands aren’t just creating content—they’re building transactional ecosystems. Whether through shoppable video, embedded checkout, or interactive ad formats, commerce is becoming a core layer of media itself. This evolution isn’t limited to retail giants—it’s being embraced across categories, from CPG to B2B.

Vudoo’s research paints a picture of an industry in transformation. Commerce is no longer a destination. It’s a layer woven into content, context, and connection.

What’s Next?

The U.S. report is available now, with regional editions for Europe and Asia-Pacific to follow in the coming months. Brands looking to stay competitive will need to rethink strategy, embrace frictionless experiences, and adopt measurement frameworks that align with behavior-led journeys.

For marketers, the message is clear: commerce is no longer an afterthought—it’s the media plan.

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