The countless in-store digital screens, shelf barkers and banner ads now adorning supemarket aisles are certainly bamboozling shoppers.
But the rapid growth of retail media – set to surpass £1bn in advertiser spend in the UK this year, according to IAB UK – is leaving those in the sector thoroughly overwhelmed, too.
What’s needed is a little Retail Media Therapy (online): a roughly fortnightly podcast from marketing consultancy Grace & Co.
The 20-minute shows take the form of a news round-up. Here, hosts Colin Lewis and Viv Craske discuss the top three stories of the moment from the ever-fattening marketing channel.
In the latest, “your personal therapists” tackle the trend of retailer media networks forging partnerships with publishers.
The latest example is Amazon Ads’ tie-up with Disney. “I could be watching Disney Plus and targeted for something relating to my electric toothbrush purchase,” explained Craske.
It’s no great surprise. The retailers and publishers have a “symbiotic relationship” said Lewis. “The retailers have the data, the shoppers, the insights, and the publishers, big audiences, the content and superior SEO. The two need each other,” he added.
Doordash’s recent acquisition of ad tech platform Symbiosys was also dissected, before a look at AI’s infiltration of the retail media space, with reference to Nectar360 new AI-powered platform Pollen.
The pair are genuine experts who tackle the much-hyped space with cool heads but without needless cynicism.
A great way to spend a session on the couch.
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