At Converge Africa 2025, Flow hosted a panel of industry leaders from Woolworths, Coty, eComplete, and TrafficBrand to explore the rise of commerce media in South Africa. With insights on local strengths like brand-retailer collaboration, first-party data activation, and omnichannel engagement, the session highlighted how South African retailers can monetise digital audiences without needing full-scale media networks. The consensus: commerce media isn’t coming — it’s already here, reshaping retail through strategy, trust, and data-driven growth.
Tag: first-party data strategy
Smart brands adopt an always-on audience strategy. Here’s why
This article explores why forward-thinking brands are shifting from traditional, short-term digital campaigns to an always-on audience strategy driven by first-party data. Theo Visser from Flow and Rayhaan Williams from eComplete highlight the benefits of building long-term, dynamic audience segments that evolve over time, enabling brands to improve targeting precision, increase ROI, and gain valuable consumer insights. Through platforms like Flow’s data marketplace, advertisers can access high-intent audience segments and continuously refine their strategies. The piece advocates for a mindset shift toward sustained engagement and smarter, data-driven marketing in the age of commerce media and AI-driven personalization.