Retail Media are clearly one of the trends of the year. Globally, spending in these channels is increasing, players are refining their offerings and brands are increasingly integrating it into their media strategies.
In the United States, advertising spending in Retail Media is about to overtake investments in traditional television advertising, and in Europe it should reach € 25 billion by 2026, according to the IAB.
Time to evaluate the situation and take a look at the reasons why Retail Media is booming.
BEYOND THE BUY BUTTON, THE IMPACT OF RETAIL MEDIA
In a series of podcasts, we would like to explain how and why retail media has become more than a buzzword. It is a real trend for all players in the market, not just retailers or FMCG brands. Because, of course, retail media today is about more than POS materials and in-store promotions.
The podcasts came about in collaboration with MM and are available in Dutch and French. For each topic, we also looked for suitable people from the media world to add some zest to the debate.
PODCAST 1: Online Retail Media
The first podcast is about Online Retail Media.
Guest in the studio for the Dutch podcast are Anja Desmedt, Asset Development
(& Operations) Manager at MMDand Carla Mouchbahani, Head of Havas Market Benelux.
For the French podcast, we welcome Olivier Degrez, Director MMD
and Charlie Deschamps, Business Manager at Semetis.
Discover two cases that illustrate how digital retail media can impact sales:
PODCAST 2: Consumer experience and brand safety
The second episode of this podcast series is about consumer experience and brand safety.
After all, being a brand is not always about "being the cheapest" or "giving the best promotion”. It is just as much about experience, giving consumers a good feeling about their brand. And this, by definition, in a “brand safe environment”.
Curious? Two experts joined us for a conversation and shared their findings:
Want to know how MMD puts “Consumer experience” into practice?
- Discover some successful Instore Experience cases
- Find out how to use gamification to boost brand engagement
PODCAST 3: The power of our 1st party data and audience differentiation
The third episode of this podcast series is about the power of our 1st party data and how brands can differentiate their audiences.
Data and retail media are inextricably linked. For some advertisers, it can be an additional trigger to launch even more efficient campaigns. Among other things, sales insights can incite you to start new media activations. For other advertisers, it can also be used to target new audiences.
2 experts joined our in-house experts for a conversation and shared their findings:
- For the podcast in Dutch, Tom Van Hoof, Chief Growth Officer at IPG Mediabrands, talked to Anja Desmedt, MMD Asset Development (& Operations) Manager.
- For the podcast in French, Sarah Xhauflaire, Director at Deloitte Consulting talked to Olivier Degrez, MMD Director.
PODCAST 4: Complementarity of retail media on the full media mix
The fourth and last episode of our podcast series focusses on the added value of retail media in the full media funnel. Which impact do retail media have on the full media funnel? How do we integrate them? What’s the role of our media in that mix?
We invited 2 experts to join us:
- For the podcast in Dutch, Geert Desager, former CEO at Duke & Grace, talked with Anja Desmedt, MMD Asset Development (& Operations) Manager.
- For the podcast in French, Vincent Piarou, Head of Solutions Market Development Team at Samsung Electronics Europe, talked with Olivier Degrez, MMD Director.