Retail media – also a hot topic at DMEXCO 2023

Retail media the most successful media category

The retail media market is booming! Both established market leaders and emerging brands are increasingly leveraging online marketplaces and e-commerce platforms to position themselves, acquire new customers, and sell products. That will come as no surprise, given how popular and present digital advertising has become.

The targeted placement of ads precisely where a target group is searching for products online is the next logical step. With just one click, customers are taken straight to the product they have their eyes on – it’s as easy and hassle-free as that. At the same time, retail media usually costs less than a comprehensive advertising campaign. A successful retail media strategy can therefore significantly boost sales.

At DMEXCO 2023, a number of prominent speakers revealed the exciting options that retail media will offer to companies in the future.

Retail media: status quo and trends in 2023

Retail media is hands down the dominant trend in digital marketing. What new developments are currently emerging? Are we seeing the advertising market being restructured? What steps should advertisers take in order to embrace this technology and maximize efficiency? These questions are discussed by the industry’s thought leaders in a session led by Maike Abel (Head of Media, CRM & Content at Nestlé), Jens Bargmann (Director Marketing Operations & Insights at Zalando), Kristina Bulle (CMO DACH at Procter & Gamble), Patricia Grundmann (VP Retail Media and Managing Director at OBI), Robert Jozic (CEO of Schwarz Media), and Nikolaus Röttger (Managing Partner at FutureStory) – all of whom share important insights and future outlooks.

Data – the greatest strength, but the greatest challenge

Retail media is one of the most significant innovations to have emerged in recent years when it comes to obtaining relevant advertising information. The technology empowers advertisers to become less dependent on third-party cookies, opening up new opportunities to form partnerships. Over the past few years, the industry has become used to a certain lack of data transparency. Is retail media a solution to that? In the panel “What does the data say: How do you measure the efficiency of retail media?”, Marc Fischli (Executive Managing Director at Criteo), Nils Hachen (Managing Partner & CDO at Publicis Media), Eric St. Gemme (Head of Data & Measurement at Google), Dennie-Alexander Trost (Principal, Channel Sales at OBI), and Nikolaus Röttger (Managing Partner at FutureStory) talk about challenges related to data protection law and what advertising-relevant information companies can tap into when they embrace retail media.

Retail media as a full-funnel strategy

In his lecture, Christian Raveaux, Head of Customer Insights & Media at REWE, shows how retail media tools can be implemented in media planning to achieve long-lasting success. Getting straight to the crux of the matter, he argues that retail media shouldn’t be about applying standards for what could one day be possible in terms of using and leveraging retailer data and retailer insights. Instead, it should be about focusing on two questions: first, how everything is developing – and there have been quantum leaps in recent years – and second, considering “Am I actually applying the same standards for other advertising categories?”

Become a retail media expert – with DMEXCO’s high-quality input!

Keep your finger on the pulse of retail media news, analyses, and trends by checking out our content on the topic.

If you missed an important retail media talk or masterclass or want to rewatch anything, we’ve got you covered! You can catch up on all the key sessions for free via DMEXCO On-Demand.