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Michael Lebhar is the Co-founder and CEO of SellCord, which helps brands scale and maximize sales on Walmart.com. He is also the Co-founder of Spawn Fitness, which manufactures high-quality workout equipment, and the CEO of Lebbro Industries Inc, a parent company for multiple eCommerce brands. With experience scaling and selling brands on Walmart Marketplace and stores, Michael has become a leading expert in online and in-store growth strategies.

Here’s a glimpse of what you’ll learn:

[1:18] Michael Lebhar’s background as an Amazon and Walmart seller, and how he founded SellCord
[3:59] Why brands should invest in Walmart despite low initial sales
[8:11] Key strategies for holiday preparation on Walmart and how its search algorithm differs from Amazon
[12:58] SellCord’s data-driven process for testing and refining Walmart content to improve rankings and conversions
[15:35] An overview of Walmart’s advertising platform
[20:37] Aligning promotional strategies with Walmart’s deals during the holidays
[22:53] How to maintain sales momentum after the holidays

In this episode…

Many brands hesitate to invest heavily in Walmart’s online marketplace, assuming it will generate only a fraction of their Amazon sales. With this mindset, brands often miss opportunities to grow their digital presence and secure retail shelf space. With the holiday season approaching, how can brands rethink their Walmart strategy to maximize online and in-store sales?

According to Walmart marketplace strategist Michael Lebhar, early and committed investments in the platform pay off in the long run. He advises brands to tailor content optimization specifically for Walmart’s search algorithm, prioritize high-conversion keywords, and refine product listings before ramping up ad spend. During the holidays, brands can align promotional strategies with Walmart’s curated deals to capture seasonal traffic and boost long-term rankings.

In the latest episode of The Digital Deep Dive, Aaron Conant invites Michael Lebhar, Co-founder and CEO of SellCord, back to the show to discuss holiday selling strategies for Walmart. Michael talks about content optimization, Walmart’s various advertising formats, and how to sustain post-holiday sales momentum.

Resources mentioned in this episode:

Quotable Moments:

"The earlier you get in, you're able to kind of go for the ride."
"Walmart's very focused on conversion rate when it comes to ranking."
"Retail media is just gonna continually get more expensive."
"They really want good deals. It's not about just putting a ton of deals together."
"You need a reason, enough of a reason to take something else off a shelf."

Action Steps:

Optimize Walmart-specific content and keywords: Tailoring product titles, descriptions, and features to Walmart’s algorithm increases visibility and boosts organic ranking. By focusing on high-volume, high-conversion keywords unique to Walmart, brands can outperform competitors and capture more traffic.
Strengthen conversion rates before heavy ad spend: Walmart rewards listings with higher conversion rates, so enhancing images, features, and content is critical. Optimizing conversion first ensures that any paid traffic delivers maximum return and ranking benefits.
Leverage multiple Walmart ad formats: Combining sponsored products, sponsored brand, sponsored video, and self-serve display ads maximizes reach and audience targeting. Using different ad types together allows brands to dominate search results and category visibility.
Align promotions with Walmart’s curated deal strategy: Offering compelling deals during key holiday windows matches Walmart’s promotional priorities and consumer expectations. This approach increases inclusion in high-visibility placements and capitalizes on surging seasonal traffic.
Build momentum before Q4: Increasing media spend and improving rankings in the months leading up to the holiday season pays dividends. Entering peak season with strong organic positions reduces dependence on costly ads and enhances profitability.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

Chris Perry is the Co-founder and Chief Learning Officer at firstmovr, a satellite Center of Excellence (COE) for eCommerce education and change management. He is also an Executive Educator and Keynote Speaker at the Path to Purchase Institute. With over 12 years of experience as an eCommerce leader and executive educator, Chris aims to empower leaders to embrace change with actionable knowledge, strategies, and KPIs.

Here’s a glimpse of what you’ll learn:

[1:23] Chris Perry explains firstmovr’s mission to upskill CPG leaders and provide hands-on digital capabilities
[4:45] The decline of shopper loyalty and why many brands misuse loyalty programs for acquisition instead of retention
[9:41] Strategies for aligning human-centric digital shelf optimization with AI-driven recommendations
[16:54] How to navigate the digital shelf
[22:08] The importance of optimizing for diverse prompt variations — and how personalized AI recommendations boost conversions
[33:24] Chris advocates for adopting AI strategies early

In this episode…

The rapid evolution of eCommerce and the rise of AI-driven tools are disrupting the way consumers discover, evaluate, and stay loyal to brands. Traditional loyalty programs often fail to keep pace, and many brands still prioritize acquisition over retention. How can companies adapt their digital shelf strategies to capture human shoppers and stay relevant to AI-driven recommendations?

Digital upskilling advocate and eCommerce strategist Chris Perry advises brands to focus on shopper-centric content optimization by creating long-tail assets that answer detailed consumer questions and appeal to AI agents like Rufus or ChatGPT. Navigating the digital shelf requires understanding how conversational queries differ from traditional keyword searches and proactively testing and reskilling to stay ahead of competitors as AI adoption accelerates.

Tune in to this episode of The Digital Deep Dive as Chris Perry, Co-founder of firstmovr, returns to speak with Aaron Conant about navigating the AI-driven transformation of eCommerce. Chris shares real-world examples of AI-assisted product discovery, the importance of long-tail content for search visibility, and why early adoption and reskilling are critical for the future.

Resources mentioned in this episode:

Quotable Moments:

"We like to say we're upskilling for a change, helping CPG leaders gain actionable capabilities."
"Most loyalty programs are really designed for acquisition, not retention, which makes absolutely no sense today."
"Sometimes the best products for your needs aren’t the ones that rank the highest online."
"If your feet aren’t wet yet, the AI flood is coming — build your ark now."
"AI will disrupt roles, skills, and structures, so reskilling early is the smartest move."

Action Steps:

Audit your digital shelf regularly: Monitoring how your products appear in search and AI recommendations ensures visibility. This allows brands to identify gaps in content, rankings, and opportunities to win shopper attention.
Create long-tail, shopper-centric content: Developing content that answers specific questions increases both human and AI-driven discovery. Detailed product information can surface in conversational searches, building trust and improving conversion rates.
Test and optimize for AI search engines: Experimenting with queries on tools like Rufus and ChatGPT reveals how your products are recommended. Understanding these behaviors helps you align your strategy to capture AI-driven traffic before competitors.
Prioritize loyalty alongside acquisition: Building campaigns and programs that retain existing customers improves lifetime value and stabilizes revenue. Loyal shoppers are harder to win but provide consistent returns and advocacy over time.
Invest in team upskilling for AI readiness: Training staff in AI, eCommerce, and content optimization keeps your organization competitive. Skilled teams can adapt faster to disruption and leverage emerging tools for sustained growth.

About BWG Connect...

Jack Shannon is the Co-founder and CEO of Recess, a brand activation platform for top consumer brands, like PepsiCo, General Mills, and Milk Bar. With over 15 years of experience scaling innovative marketing solutions, he and his partner have scaled Recess from the ground up. Jack is also an investor in Venvee and Editframe.

Here’s a glimpse of what you’ll learn:

[1:20] Jack Shannon explains how Recess connects CPG brands with real-world communities
[3:49] The proliferation of retail media and how Recess offers a more impactful alternative
[9:05] Using location and mobile data to target high-density shopper audiences for sampling campaigns
[12:25] The methods Recess uses to measure ROI
[17:37] How sampling can drive user-generated content and create omnichannel amplification across social and email
[20:41] Jack shares the founding story of Recess and how the platform simplifies sampling
[25:43] How AI shopping agents could disrupt search, marketplaces, and digital retail media models

In this episode…

As retail media networks proliferate and demand more brand dollars, many companies struggle to identify which channels deliver results beyond the major platforms like Amazon and Walmart. With hundreds of fragmented options, it's increasingly difficult to measure ROI, target consumers, and justify media spend. How can brands identify a scalable, performance-driven alternative that bridges physical and digital touchpoints?

Experiential marketer and media strategist Jack Shannon advises brands to leverage performance-driven sampling and targeted real-world applications. This includes using mobile data to reach high-density shopper audiences in environments like gyms, schools, and apartment communities — places where people are naturally engaged. By blending audience targeting, digital amplification, and measurement tools like store lift analysis and loyalty data integration, experiential marketing can drive bottom-funnel metrics and long-term customer loyalty.

In this episode of The Digital Deep Dive, Aaron Conant sits down with Jack Shannon, Co-founder and CEO of Recess, to discuss measuring and scaling experiential marketing. Jack talks about sampling as a form of performance media, how social amplification and real-world data drive meaningful outcomes, and how to reach offline audiences.

Resources mentioned in this episode:

Quotable Moments:

"Recess is a platform and a tool to help capture new customers and win back market share."
"Sampling was a great kind of initial ad unit that could be ubiquitous across many types of locations."
"We built a targeting layer based on specific retailer audiences using anonymous cell phone data."
"Experiential performance marketing combines real-world sampling with measurable impact like sales lift and return on ad spend."
"We've brought the cost down by one tenth of what it cost traditionally to execute these programs."

Action Steps:

Leverage mobile data to target key shopper audiences: Using location-based insights ensures samples reach consumers who shop at your priority retailers. This improves ROI by focusing spend on high-intent, in-store shoppers.
Integrate sampling into performance marketing strategies: Treat experiential efforts like digital campaigns by tracking store lift and tying results to retail outcomes. This approach aligns brand dollars with measurable business goals.
Combine offline engagement with digital amplification: Use social posts and email follow-ups from community partners to extend the reach of your campaign. This omnichannel strategy maximizes visibility and conversion potential.
Simplify experiential campaign execution: Reduce manual work and costs by using tech platforms that automate sampling logistics and partner coordination. Making it easier to test and learn increases adoption and long-term investment.
Focus on long-term customer behavior, not just instant sales: Measure how trials impact loyalty and repeat purchases over time. This helps demonstrate lifetime value and strengthens the business case for sampling.

About BWG Connect...

Danny Silverman is the Founder and Digital Strategy and Growth Consultant at Silverstream Strategic Consulting. As a digital commerce executive, he has over two decades of experience in eCommerce, marketing, and general management consulting. Throughout his career, Danny has scaled a digital commerce agency 10x in three years, led marketing efforts for a global SaaS platform, and navigated Amazon’s landscape since 2006.

Here’s a glimpse of what you’ll learn:

[1:24] Danny Silverman shares his career journey in e-commerce from Johnson & Johnson to consulting
[2:58] Why Flywheel Digital created a conflict agency structure to manage brand exclusivity
[5:03] How Danny uses AI tools like ChatGPT to boost personal productivity and idea development
[12:02] Strategies for creating custom, persona-driven GPTs
[20:14] Leveraging AI to simulate expert critiques and reiterate content
[25:36] Danny’s perspective on agentic shopping and how AI could disrupt Amazon’s dominance

In this episode…

Professionals often feel overwhelmed by the pace of innovation, especially when it comes to AI. While many know AI can save time and boost productivity, most still struggle with using it effectively in their daily business or personal workflows. How can you leverage AI tools to enhance creativity, decision-making, and strategic decisions?

Digital strategist and eCommerce consultant Danny Silverman uses AI to challenge ideas, simulate expert feedback, and train personalized GPTs. He recommends organizing work by using separate chats, uploading materials to provide context, and clearly defining prompts. Danny also warns against AI hallucination and encourages users to always validate outputs, maintaining that AI should be a collaborator, not a crutch.

Join Aaron Conant in this episode of The Digital Deep Dive as he welcomes Danny Silverman, Founder and Digital Strategy and Growth Consultant at Silverstream Strategic Consulting, back to discuss how professionals can maximize AI’s potential. Danny explains how to structure prompt interactions, how to build personal assistants, and the future of agentic AI.

Resources mentioned in this episode:

Quotable Moments:

"How do you use AI to give yourself superpowers? That’s what I would love to focus on."
"Every time you have a new idea, hit the compose button and start a new chat."
"Always proofread, go through line by line, and make it your own when it’s done."
"You can give it a persona. You can say you are a top-notch… CMO of the largest marketing company.”
"What am I not thinking of? What’s the part that isn’t right? Challenge it back."

Action Steps:

Start a new chat for each AI project: Keeping topics separated in ChatGPT helps maintain context and continuity for better results. It also allows you to revisit and iterate on specific ideas without confusion or content crossover.
Write clear and specific prompts: AI tools respond best when given detailed inputs, including tone, structure, and desired output. Precise prompts lead to more relevant, actionable, and tailored responses.
Upload materials for context: Providing AI with your presentations, transcripts, or resumes enables more personalized and accurate outputs. This ensures the tool reflects your voice, goals, and style.
Challenge AI with counter-questions: Asking, “What am I not thinking of?” or “What’s missing?” improves quality by uncovering blind spots. It forces the AI to act as a thought partner, not just a generator.
Customize AI personas to simulate expert feedback: Assigning roles like “CMO” or “board member” helps you prepare for meetings, presentations, or critiques. This role-playing boosts confidence and simulates real-world scenarios.

About BWG Connect...

Darpan Saini is the CEO of App0, a generative AI platform that builds intelligent, human-centered digital assistants for companies. Previously, he co-founded Cloud Lending Solutions, which streamlined lending operations for major financial institutions before its acquisition by Q2. Darpan is also a member of the ELFA Innovation Advisory Council, where he helps shape the future of FinTech.

Here’s a glimpse of what you’ll learn:

[1:15] Darpan Saini explains how App0 creates AI-powered customer experiences
[3:48] The decline of traditional online shopping experiences and how AI can personalize the journey
[8:56] How conversational interfaces and voice assistants have reshaped online product discovery
[15:12] Leveraging AI to customize PDPs based on shopper preferences
[19:46] The potential of one-to-one personalization in online shopping
[26:39] Advice for launching AI-powered shopping assistants
[34:11] App0’s A/B testing to increase conversion rates for eCommerce brands

In this episode…

Despite investing in website optimization tools, eCommerce brands are struggling to increase conversions. The user experience on most sites has plateaued, with little innovation in how shoppers search, explore, and make decisions. As customer behavior shifts toward AI-powered conversational tools, how can brands adapt their digital experiences to meet these expectations?

With experience developing generative AI for eCommerce, Darpan Saini maintains that brands can transform static sites into intelligent, interactive experiences. Traditional optimization tactics, like minor UI tweaks or static product filters, offer diminishing returns. Instead, Darpan recommends investing in AI-powered quizzes, personalized product detail pages, and conversational search that can adapt in real time to each shopper’s needs. By enabling one-to-one personalization without needing user data histories, brands can convert more first-time visitors, reduce returns, and stand out in a crowded market.

In this week’s episode of The Digital Deep Dive, Aaron Conant speaks with Darpan Saini, CEO of App0, about improving conversion rates through AI-powered shopping experiences. Darpan talks about the rise of voice commerce, how his company develops A/B testing to increase conversions, and offers advice for deploying AI-powered shopping assistants.

Resources mentioned in this episode:

Quotable Moments:

“We are working to help eCommerce companies achieve these business objectives through reshaping the customer experience.”
“This is bringing some really amazing results to early customers that we have.”
“Now I think you can truly engage with it for that particular moment in real time.”
“You're not spoofing that in any way — it's just tailoring the content to what matters to you.”
“Just a little bump in your conversion rate can mean a lot… massive upside to your top line.”

Action Steps:

Integrate AI-driven quizzes into your website experience: These quizzes adapt in real time to user responses, gathering valuable input without overwhelming the shopper. By guiding users to tailored product recommendations, they significantly improve engagement and conversion rates.
Add conversational search functionality: Letting users interact with your site using natural language makes product discovery more intuitive and personalized. This reduces friction in the buying journey and keeps shoppers from bouncing to third-party platforms.
Personalize product detail pages dynamically: Using AI to highlight the most relevant product attributes based on user input creates a one-to-one experience. This makes it easier for shoppers to make informed decisions and increases purchase confidence.
Continuously test and refine new AI features: Running A/B tests on AI-driven tools helps track their impact on conversion and user behavior. These insights inform smarter, data-backed iterations that drive measurable results.
Reduce implementation complexity through modular AI deployment: Start with small, impactful components like FAQs or comparison tools that integrate quickly with minimal disruption. Fast deployment lowers resistance, accelerates ROI, and allows gradual scaling across your site.

About BWG Connect...

Scott Needham is the Founder and CEO of SmartScout, an Amazon FBA product research software. He is also the former CEO of BuyBoxer, which he built into a top 100 Amazon seller, managing over 120,000 products. Scott hosts the Smartest Amazon Seller podcast, which shares insights on navigating the Amazon marketplace.

Here’s a glimpse of what you’ll learn:

[1:34] Scott Needham shares how he began selling on Amazon and founded SmartScout
[5:09] How tariffs have impacted product pricing on Amazon and how brands are responding
[12:37] Amazon’s 10% year-over-year growth and the rise of TikTok Shop
[17:02] The challenges of a full-funnel digital marketing approach
[23:39] Scott shares TikTok Shop strategies, like hosting a 24/7 livestream to drive conversions
[26:43] SmartScout’s pricing intelligence dashboard — and Scott’s favorite Amazon sellers
[33:14] The future of AI-driven personal shopping assistants and consumer search behavior

In this episode…

As global tariffs shift and economic uncertainty looms, brands are under pressure to make informed pricing decisions and maintain margins. Many rely solely on internal data for scenario planning, making it difficult to benchmark against the broader market. Without visibility into industry-wide pricing trends, how can businesses decide whether to raise prices or maintain their threshold?

After monitoring price movements across product categories, pricing and market intelligence expert Scott Needham noticed that only 3% of products available on Amazon experienced price increases during the initial tariff period. He emphasizes that brands need external market visibility to justify pricing structures internally. Additionally, brands can leverage TikTok Shop and influencer-led strategies as growth engines, especially in fast-moving categories like groceries and supplements.

Join Aaron Conant in The Digital Deep Dive as he hosts Scott Needham, Founder and CEO of SmartScout, to discuss pricing strategies and market trends in a shifting eCommerce landscape. Scott shares how brands can use data to avoid reactionary pricing, Prime Day discounting strategies, and the future role of AI shopping assistants.

Resources mentioned in this episode:

Quotable Moments:

“We want to create… cool, flashy analytics, big numbers… we’re not building accounting software.”
“Amazon might be the cutting edge of where tariffs start to show their ugly head.”
“No one wants to be… associated with raising prices… Amazon doesn’t want to be the story.”
“Retail media has exploded in a way that is… just big.”
“I like seeing US brands win in unique ways… that’s exciting to me.”

Action Steps:

Use external data to inform pricing strategies: Relying solely on internal data can create blind spots when responding to market shifts. Incorporating competitor insights and category benchmarks strengthens scenario planning and executive decision-making.
Track pricing movement over time: Monitoring changes across SKUs helps identify trends, outliers, and opportunities to adjust or defend pricing strategies. This visibility is crucial during volatile periods like tariff hikes.
Leverage influencer marketing on emerging platforms: TikTok Shop and short-form video content are accelerating brand growth, especially for consumer-friendly categories. These platforms offer cost-effective exposure and can jumpstart product awareness.
Analyze category-specific Prime Day trends: Understanding how discounts and deal volume vary by category enables more strategic participation in high-traffic events. This insight helps brands plan inventory and pricing with greater precision.
Build tools for scenario testing and market share analysis: Having flexible tools allows brand leaders to test pricing hypotheses and understand competitive positioning. It enables confident forecasting and internal alignment.

About BWG Connect...

Max Sinclair is the Founder and CEO of Azoma (formerly Ecomtent), which generates AI-powered product content across eCommerce sites. Before founding Azoma, he spent six years at Amazon, where he launched Amazon Business in the UK, Amazon.sg in Singapore, and Amazon Grocery across the EU. Max is also the host of New Frontier: The AI for ecommerce podcast.

Here’s a glimpse of what you’ll learn:

[1:44] Max Sinclair shares how Azoma helps brands appear in AI searches
[7:56] How Amazon’s Rufus and Google’s Gemini have reshaped how consumers search for products
[11:13] Azoma’s methodology for helping brands rank in AI engines through data and personas
[18:17] Refining your LLM and SEO strategy based on AI answer engines
[26:52] The importance of multimodal content in AI search
[32:05] Max’s predictions for AI shopping assistants and how a ChatGPT-Shopify integration could rival Amazon

In this episode…

Traditional search engines are losing their dominance as consumers turn to AI-powered tools for product discovery. This shift challenges eCommerce brands to stay visible in a digital landscape driven by conversational interfaces and personalized recommendations. How can businesses optimize their online presence when search requires context, intent, and interaction?

AI-driven search optimization expert Max Sinclair maintains that brands can remain competitive by aligning their content strategies with the mechanics of large language models. Appearing in AI search results involves more than traditional SEO; it requires crafting semantically rich content that aligns with customer personas, goals, and use cases. Max emphasizes the importance of visual elements, customer sentiment, and AI’s multimodal capabilities, allowing brands to improve visibility and relevance on emerging platforms like ChatGPT, Gemini, and Amazon’s Rufus.

Tune in to this episode of The Digital Deep Dive as Aaron Conant hosts Max Sinclair, Founder and CEO of Azoma, to discuss the evolution of product search in the age of generative AI. Max talks about the rise of conversational and voice-based search, how direct checkout integrations could disrupt traditional online marketplaces, and his predictions for AI shopping assistants.

Resources mentioned in this episode:

Quotable Moments:

“ChatGPT is fast becoming a real channel for people to discover products on.”
“Customers that arrive at websites through ChatGPT are much higher intent because they’ve done the research.”
“This is an incredible tailwind… a new opportunity to get ahead of your competitors.”
“We build for the customer a mini digital twin of the AI engine for the topic they care about.”
“Saying the same thing over and over again, a slightly different keyword is an absolute losing strategy.”

Action Steps:

Identify high-intent customer segments: Focusing on buyers who use AI search tools can drive more conversions and efficient marketing. These users often arrive with specific needs and have already done substantial research.
Optimize content for AI search engines: Tailor your content to include contextual details like audience, use case, and buying motivation. This helps large language models understand and recommend your brand.
Incorporate multimodal content strategies: Combine relevant visuals with tailored text to align with how AI models interpret and prioritize information. This approach improves product visibility and user engagement across platforms.
Monitor share of voice and brand sentiment in AI engines: Tracking how often and positively your brand appears can inform strategic content adjustments. These insights help you stay ahead in an evolving digital marketplace.
Engage early with conversational commerce tools: Adopting platforms like ChatGPT shopping or Rufus integration early can secure competitive advantages. Early movers often establish lasting brand visibility in emerging channels.

About BWG Connect...

Justin Ruiss is the SVP of the Media Sector at BWG Global, a knowledge-sharing network hosting in-person and virtual industry events. In his role, he hosts Q&A forums with executives from various sectors, including social media, advertising, connected TV, streaming, and gaming. Before joining BWG Global, Justin was the Investor Relations Activations Developer at Cision and an Equity Analyst at The Benchmark Company.

Here’s a glimpse of what you’ll learn:

[2:56] Justin Ruiss shares trends in the CTV space
[9:02] How brands are meeting multi-platform content demands
[14:52] Amazon Marketing Cloud (AMC) as a cost-effective ad tech tool
[20:22] AI Overview’s impact on search behavior and traditional CPC models
[25:39] How AI agents are enabling voice commerce and shifting the focus back to human-driven creativity and storytelling
[33:45] The uncertain future of the eCommerce space

In this episode…

Retail media, CTV advertising, and AI-powered search are evolving faster than many brands can adapt. Marketers are grappling with fragmented content strategies, fluctuating CPMs, and uncertainty around how to allocate budgets effectively across platforms. With performance expectations rising and consumer behaviors shifting, how can brands stay competitive without overspending?

According to media and eCommerce analyst Justin Ruiss, now is an ideal time to invest in CTV due to oversupply, lower CPMs, and advanced targeting capabilities. He recommends increasing production budgets to create modular, high-quality content that can be repurposed across channels like TikTok, Amazon, and streaming platforms. Brands can also adopt centralized content planning and leverage tools like Amazon Marketing Cloud to drive enhanced targeting and performance while planning for economic volatility and regulatory changes.

In this episode of The Digital Deep Dive, Aaron Conant interviews Justin Ruiss, SVP of the Media Sector at BWG Global, about the future of digital media buying and AI in eCommerce. Justin explores CTV trends, the rise of agentic AI, and how brand guidelines shape content in gaming environments.

Resources mentioned in this episode:

Quotable Moments:

“It's a great time to be a buyer for CTV — really good trajectory there from advertisers.”
“Our promotional budgets are down, but our production budgets are oddly up.”
“The left hand is starting to know what the right is doing; that’s a huge unlock.”
“Amazon is creating more tools, and I think AMC is one of those points.”
“AI is getting to scary types of effectiveness; it’s three guys or gals running three dozen agents.”

Action Steps:

Consolidate your content strategy across platforms: Aligning creative efforts under one plan helps maintain brand consistency and maximize production efficiency. This is especially critical as content is repurposed for CTV, social media, and eCommerce channels.
Leverage Amazon Marketing Cloud for targeting: AMC offers powerful tools for building custom audiences and analyzing performance across platforms. Using it effectively can drive ROI while keeping ad spend efficient.
Increase investment in production over promotion: High-quality, reusable content can stretch further across campaigns than one-time promotional efforts. This shift enables brands to stay nimble in fast-changing media landscapes.
Plan for multiple economic and regulatory scenarios: Scenario planning prepares brands to respond quickly to changing tariffs, costs, and retail behaviors. It ensures teams remain adaptable rather than reactive.
Monitor ad experience and frequency: Ensuring viewers aren’t overwhelmed with repetitive ads improves engagement and brand perception. Thoughtful frequency capping supports better campaign outcomes and user sentiment.