David Fieldhouse from GroupM highlights the significant growth of retail media in the UK, noting a 17.7% increase year-on-year, making it the second fastest growing advertising channel. While traditionally overlooked, retail media is now emerging due to its digital evolution and the rise of e-commerce. Retailers like Walmart are adapting by establishing robust advertising platforms. This shift offers new opportunities for brands and highlights the need for the advertising community to integrate retail media strategies into their broader marketing efforts.
The digitisation and proliferation of retail media channels, and the increasing importance of e-commerce, mean the tectonic plates of this industry will continue to shift.
Retailers have long sold 'media' to their suppliers as part of trade negotiations. The industry is shifting toward more dynamic and digital ad placements.
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