Think globally, design locally: Retail media trends 2025

Retail media: Recipe for success

If retail media were a recipe, it would be as simple as imaginable: a few ingredients, quickly prepared, and guaranteed to set. But as with any successful dish, it’s a case of continually refining the recipe – by adjusting and improving it to suit the tastes of the intended target group. This is the only way to keep on optimizing retail media and taking it to the next level.

In my second column, I’d like to connect the dots: between the successes of 2024 and the expectations for 2025. Standards have been established, and significant progress achieved – now it’s a question of continuing to build on this foundation. But what about the global perspective? Which retail media trends will shape the next few years? How are we positioned internationally? What opportunities and challenges lie ahead?

Global perspectives and trends – What’s driving retail media?

Retail media is now a key component of modern marketing strategies. Across the globe, brick-and-mortar retail remains a crucial moment in the customer journey. It’s the moment when consumers make their final purchase decisions – often prompted by digital touchpoints. The fusion of online and offline creates an all-round experience that is increasingly sought-after.

In January, I had the opportunity to attend the “What’s in Store for Retail Media Networks” event in New York, organized by STRATACACHE and the American National Retail Federation (NRF). Among other industry developments, the event shed light on how in-store retail media shapes marketing efforts and boosts conversion rates globally. As part of the “Global Playbook for In-Store Retail Media” panel, I discussed the strategies driving the growth of in-store retail media worldwide with Jeffrey Bustos (IAB), Christian Raveaux (REWE Group), Sean Crawford (SMG) and Aline Garza (Walmart Connect Mexico).

Our discussion about key retail media trends primarily centered around ways to seamlessly blend online and offline channels. Take my company, OBI First Media Group, for example: we place great value on combining the benefits of online research with in-store decision-making. In this way, OBI ensures a coherent customer journey beyond retail media, especially when dealing with complex DIY projects that often require extensive planning.

On-site marketing in the US – Retail media in the spotlight

In the US, there is currently a strong focus on online strategies, particularly for on-site advertising. And this is hardly surprising. For instance, thanks to its enormous reach – both online and in stores – US retail giant Walmart has a larger audience than the TV network ABC. Exciting piece of retail media news: According to a survey by data and analytics company Nielsen, Walmart attracts 215.5 million unique users per month, while ABC only registers 118.1 million. But US companies are also increasingly recognizing the potential of brick-and-mortar retail and in-store media and their key impact on the customer journey. The US market has understood that retail media not only significantly influences purchase decisions online, but also in store. In this respect, we’re ahead of the curve in Europe, as in-store media carries significantly more weight on this side of the Atlantic and is more deeply embedded in marketing strategies.

International retail media trends: The role of in-store media

Brick-and-mortar retail spaces have long been more than just places to sell goods. They are crucial touchpoints where targeted in-store advertising conveys relevant messages – be it via out-of-home ads in parking lots, digital displays or in-store radio. In Germany and many other European markets, in-store media has proven to be incredibly valuable in offering consumers a seamless, personalized shopping experience. These formats complement online channels, making brick-and-mortar retail an indispensable part of any omnichannel strategy.

Measurability – the basis for trust and success in retail media marketing

Measurability remains a decisive factor for the success of retail media campaigns. Retail media must add value for everyone involved – retailers, brands and consumers alike. By carefully analyzing every step of the customer journey – from the first flicker of interest to the final purchase – businesses can create effective, targeted ads. Transparent KPIs and innovative technologies form the basis for building long-term trust and achieving success in retail media marketing. Omnichannel measurement is a particularly difficult task, as consumers often shop through a variety of channels. Against this backdrop, incorporating loyalty programs into retail media is especially important. They provide a valuable source of data for tracking customer behavior across all touchpoints, promote customer loyalty and enable more targeted communication, which allows us marketers to precisely map the entire customer journey.

Collaborating across the Atlantic to establish industry standards in retail media

International partnerships are becoming increasingly crucial when it comes to driving retail media forward on a worldwide scale. At the digital marketing and advertising association IAB Europe, we work side by side with IAB US to develop global standards for in-store media. In-store media is a larger component of our portfolio, and we are delighted to see that the European perspective on retail media is particularly valued in the US. Teaming up like this plays a vital role in solidifying the position of retail media over the long term and promoting international cooperation.

Expectations for 2025 – the journey continues

Exciting challenges are on the horizon in 2025, be it the evolution of in-store media, the development of more efficient tools or the implementation of findings made globally. Sharing knowledge continues to be essential for raising the profile of retail media. Transparency and trust remain key values that are needed to further strengthen the industry as a whole. Retail media is expected to account for more than 25 percent of overall digital media spending by 2026, so ramping up inventory will be imperative to keep up with this growth. In-store media is pivotal here, as it provides a massive opportunity to amplify the reach and impact of retail media.

A call to action for the industry: Courage for new retail media trends and ideas

Retail media thrives when it is fueled by the right ingredients, imaginative variations and the courage to break new ground. Our collective goal is to take the ingredients of current retail media trends and discover the ultimate flavor combination that caters to the tastes of brands, retailers – and, above all, consumers.

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