However, it is clear that this is rapidly changing too.Īlthough shopper marketing opportunities have existing with quick-commerce partners for some time, this week’s announcement from Deliveroo and Criteo, building a dedicated media platform to allow brands to bid for placements across its digital estate in locations such as product results and checkout. Retail media spreads its wingsįrom Amazon to Tesco, Argos to Boots, digital retail media in the UK to date has largely centred around traditional grocery, beauty and general merchandise based retailers. It just makes sense for all parties involved, including most importantly, the very people we ultimately serve, the customer.
#THINK BIGGER PICTURE OFFLINE#
I suspect too we’ll see an increased convergence with in-store and more offline media types coming into the self-serve platforms we’re seeing on their meteoric rise. Whilst a first, it’s clear the desire of both retailers and advertisers is to move to a world where we can think customer and omnichannel first, creating advertising that targets customers throughout the journey with seamless measurement and insight, as opposed to cherry picking inventory in isolated activations with limited data. Publicis’ acquisition of CitrusAd last year and the most recent news out of the Groupe’s annual VivaTech event this month, announcing the merging of CitrusAd’s on-retailer media inventory with Epsilon’s off-site media capability and cookie-alternative Core ID measurement solution all seamlessly into one platform, strongly hints in the direction of travel for the industry. The sophistication of retail media platforms, their targeting capability and the inventory available within is accelerating wildly.
The question is: what is next? What’s changing? How is retail media evolving? The landscape continues to move at pace Welcome to the party, you’re a little late. I smile when I see management consultancies wheel out statement slides at trade conferences in 2022, predicting that retail media is going to be big. If anything, the macroeconomic and supply chain challenges we see playing out in the market may only accelerate this further, as brands aim to allure consumers feeling the cost-of-living pinch, away from private label and competitor products. Winding forward to 2022, it is fair to say that the growth in this space certainly hasn’t yielded and things have changed for the better. The retail media landscape was nascent by digital media standards in 2020, with inconsistent and ill-defined measurement, unproven inventory and a lack of sophisticated buying and targeting capability, much inventory still acquired on a tenancy basis and wrapped up in unclear pre-existing annual funding commitments.
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