Demand from shoppers for engagement through in-aisle digital signage and ads served at the shelf edge is driving the growth of retail media in-store. What do newcomers to retail media need to know so they can get their share of the spoils, asks Bernd Bube, CEO and founder of ADvendio

Article Highlights

  • The impact of customer engagement via traditional advertising alone is diminishing, exacerbated by cookie depreciation and engagement levels on social media and PPC plateauing, prompting lower ROI on what were previously lucrative channels.
  • 68% of shoppers said they often received ads from retailers and brands that are unpersonalised or irrelevant, and 74% report they regularly receive ads for products they aren’t interested in.
  • 68% also said they frequently get served content digitally that’s not relevant to them.
  • 50% of those polled said they would like to receive highly curated, personalised advertisements and brand communications from the retailers they already shop with, rising to 65% of Gen Z and 62% of Millennials.
  • 38% of consumers saying they would be most likely to buy from a product recommendation they received from a retailer they already regularly shopped with, retailers see the importance of adapting how they leverage and monetise their own first-party data and audiences.
  • The store is now the most impulsive shopping channel for 54% of UK consumers.
  • 61% of UK shoppers say they are now noticing more branded ads from third-party brands when shopping in-store.
  • 34% have been influenced to try a product having seen a digital advert at the shelf-edge in-store, rising to 50% of Gen Z.

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