RETAIL MEDIA - YOU NEVER WALK ALONE

RETAIL MEDIA: WHY YOU SHOULDN'T IGNORE THIS EMERGING TREND IN THE ADVERTISING WORLD

In the world of advertising, there is one trend that you should definitely pay attention to: retail media.

This advertising format is all the rage right now and has multiple applications to monetise your first-party data while fostering close collaboration between advertisers, retailers, publishers and data providers.

We are at an exciting and crucial turning point in the advertising world as the era of third-party cookies draws to a close and new alternatives come into focus. But before you blindly jump into the retail media hype, let's take a closer look together and see what potential this trend holds for your business strategy.

RETAIL MEDIA IS A WIN-WIN FOR ALL BUSINESSES.

It is particularly well suited to retailers who are data-driven businesses that want to use their customer data to deliver personalised advertising, but do not sell directly and therefore have limited data of their own. Together, we can combine your customer insights with those of other retailers, media companies and, where appropriate, data providers. This second-party data can come from strategic partnerships or campaign data and provides valuable insights to optimise our advertising campaigns.

Targeting your customers based on shopping data collected directly at the point of sale (POS) requires a thematic match. We should not neglect the product environment, as it significantly influences how customers perceive and interact with your brand. Combining insights from your first-party data with a thematic match can improve the customer experience, tell your company story more convincingly and positively influence your customers' buying behaviour.

Retail media offers significant market potential. The IAB Europe forecast for 2026 in Europe is almost €25 billion in advertising revenue. This is because retail media targets customers exactly where their purchase intention is highest. Even in the age of e-commerce, the majority of sales still take place offline. Your first-party data, which includes data from brick-and-mortar retail, is extremely attractive to advertisers. By matching this data, we can identify and exploit natural synergies between different target groups.

Some companies in Germany have established retail media subsidiaries that serve as an additional link between retailers and advertisers. These subsidiaries can integrate additional advertisers outside of established partnerships and take over the marketing of these brands in the retail media environment. Together we can run relevant campaigns based on first-party data.

Retail media networks are another way to promote data collaborations. They bring together retailers, advertisers, publishers and data providers to collaborate on first-party data. This allows us to analyse and use data together to ensure the success of retail media campaigns.

Protecting your first-party data is of paramount importance. Data Clean Rooms are technologies that help you use data securely without actually having to share it. This ensures privacy and trust of your customers.

Overall, retail media opens up exciting opportunities for the advertising industry and allows us to monetise first-party data while delivering personalised and relevant advertising to our customers. This trend is undoubtedly here to stay and will permanently change the way we serve advertising. Let's explore and harness the potential of retail media together.