Retail Media: What are the Biggest Opportunities Right Now?

"Globally, we're seeing a boom in the launch of retail media networks. Last year, UK supermarket Co-op established the Co-op Media Network, offering advertisers a way to connect with their shoppers via off-site digital media channels. At the start of this year, WHSmith founded a retail media ad network across the US and Canada with a particular focus on airports, railway stations, and resorts."

"In May, Frasers Group started a network to include over 750 UK stores, 60 plus Everlast Gyms, and Frasers Group-owned shopping centres and OOH inventory. A month later, Cotswold Outdoor Group joined the race, launching one to provide advertisers with opportunities in 75 of its stores across the UK and Ireland. To address this boom, IAB Europe created a Retail Media Certification Programme for retailers, setting a new standard for transparency, consistency and accountability in retail media measurement"

"Fast-forward to the end of the decade, WPP's 2025 This Year Next Year report forecasts that retail media's total share of ad revenue will hit 18%, dominated by both China and the US. In fact, retail media ad revenue is set to overtake that of total TV in 2027. As the space evolves and opportunities multiply, what can advertisers take advantage of?"

Retail media networks are experiencing rapid global growth, with numerous retailers launching dedicated ad networks across diverse environments. UK supermarket Co-op created the Co-op Media Network to connect advertisers with shoppers via off-site digital channels. WHSmith launched a retail media ad network across the US and Canada focused on airports, railway stations and resorts. Frasers Group and Cotswold Outdoor Group both introduced networks covering hundreds of stores, gyms and shopping centres. IAB Europe created a Retail Media Certification Programme to improve transparency, consistency and accountability in measurement. Forecasts project retail media to reach an 18% share of ad revenue and to overtake total TV ad revenue by 2027.

Read at Exchangewire