This video first appeared on appeared on the Wise Marketer as part of their Executive Interview series here
Owned Media: Why CMOs Need to Embrace This $500Bn Opportunity
The CMO Council / Wise Marketer Interview Series features creative and impactful people from all corners of the marketing world – Founders, C-Suite executives, and influential voices in the community.
The 2026 Sonder Owned Media Global Report, developed in partnership with the CMO Council, reveals the true scale of a rapidly emerging growth engine: a $573 billion global commercial opportunity that most brands and retailers have yet to fully unlock.
This comprehensive report sizes the global market for owned media, retail media and commerce media market for the first time and reframes where the next wave of growth will come from.
This conversation dives deeply into the topic of owned media leverage for marketers and CMOs.
Time Stamps for the Time Starved:
0:50 - Sonder Media Intro
2:00 – Sonder 2026 Owned Media Report
2:40 – Favorite Reads
5:05 – Origins of Sonder Media
10:09 – Defining Owned Media
16:30 – The State of Retail Media Networks
19:40 – Overview: 2026 Owned Media Report
22:00 – What’s the Future of Data Monetization?
23:30 - Key Report Findings
26:35 – What Marketers Can Learn from Key Findings
29:20 – Calculating ROI for Owned Media
33:57 – What CMO’s can Take Away from the 2026 Owned Media Report
35:20 - Predictions for Owned Media in 2026
If the conversation raises questions relevant to your business, let’s chat further. Sonder works with organizations across retail, telco, finance, travel and beyond to value, structure and commercialize their owned media.
