Retail media trends in 2025: expert insights from #DMEXCO24
The experts at DMEXCO 2024 agreed: retail media is essential and campaigns are becoming increasingly professional and diversified. Get an overview here of the most important retail media developments!
Retail Media Summit 2024: concentrated competence
This year’s Retail Media Summit was again one of DMEXCO’s highlights. After the hype of recent years, the focus now was on determining where the industry’s wunderkind stands today as well as retail media’s future prospects and scalability. Here are just some of the sessions held as part of the Retail Media Summit.
Panel: “Retail Media – The Prodigy Coming of Age”
With this panel, the experts traced the arc from the last DMEXCO to this year’s event. They also addressed whether all expectations relating to this trending topic have been met in the past 12 months. And they took a close look at the current state of retail media marketing. The high-profile panel was made up of Susanne Demmerling (Nestlé Deutschland AG), Patricia Grundmann (OBI Group Holding), Sabine Juenger (Otto GmbH & Co KG), Christian Raveaux (REWE Deutscher Supermarkt AG & Co.KGaA), and Nikolaus Röttger (FutureStory GmbH).
Lecture: “Mastering Retail Media: Leveraging Data Insights and Customer Centricity for Long-Term Growth”
What influence does retail media have on digital advertising? And with European investments projected to reach 25 billion euros by 2027, what makes retail media so interesting? Andreas Antrup from Zalando answered these and other questions in this lecture. He also highlighted the benefits of adopting full-funnel marketing strategies.
Presentation: “Insights into the Sentient Store: The store as media, the shopper as audience”
In this presentation, Chris Riegel (Scala Computer Television BV) put forward the thesis that we’re rapidly moving into a golden age of retail media. He also shared insights into the special nature of in-store media and highlighted the immense potential of this media category for retailers. In addition, he addressed how retail media marketers can maximize their ROI.
Panel: “Metrics for Success: Common Rules and Standards in Retail Media”
This panel was composed of leaders from top companies in the retail media sector, who took a closer look at the trends and status quo in this area. Corinna Hohenleitner (BVDW, the German Association for the Digital Economy), Christian Leihner (Haier Europe), Marie-Clare Puffett (IAB Europe), Eric St. Gemme (Google), Dennie Trost (Obi First Media Group), and Nikolaus Röttger (FutureStory GmbH) discussed the big questions: how can efficiency metrics in retail media marketing be standardized? What challenges do companies face when they want to implement standardized measurement tools? And what is their impact on optimizing campaigns and budgets?
Masterclass: “The Power of DOUGLAS 1st Party Data: Unlocking Retail Media Excellence”
Beauty group DOUGLAS is a retail media pioneer. A number of developments and trends can be identified based on its experience. Lena Schütze and Nesma Abdel-Hamid from DOUGLAS Marketing Solutions presented these in a fascinating masterclass that addressed a number of aspects, including how to implement effective 360° campaign strategies, fully unleash the potential of data-driven retail media campaigns, and achieve campaign excellence on- and off-site.
BVDW masterclass: “Next-Gen Retail Media by RMC”
The Retail Media Circle (RMC) of the German Association for the Digital Economy (BVDW) is one of the key bodies within the industry for interaction, developing common standards, and shaping the future. The BVDW masterclasses at DMEXCO 2024 were also important in this. In one such masterclass, experts André G. Krell (flaschenpost marketing services GmbH), Björn Wolak (dmr Advertising/DocMorris), Moritz Hoffmann (pilot Agenturgruppe), Tatjana Zeitel (Douglas Marketing Solutions), and Sema Saglik (Zalando Marketing Services) took a closer look at market trends and future developments, made predictions, and presented strategies. Taking a practical approach from the perspective of retailers, the main focus was on how companies can achieve measurable campaign performance success with retail media.
Are you looking for more intriguing content from the DMEXCO 2024 program that you can use to prepare your company for the trends and challenges in 2025? You’ll find all of the key information from #DMEXCO24 on retail media and more besides in the video-on-demand library, which can be accessed now and at any time. Get valuable insights and ensure your company and brand are best positioned for the future!
