Key Takeaways from IAB Europe’s Session at E-Commerce Berlin: Retail Media Growth Trends, Opportunities & Success Factors

On 19th-20th February 2025, ECommerce Berlin was back with a bang, bringing together a diverse and engaged community of professionals to celebrate one of the largest B2B events in Germany. Offering a unique blend of exhibition and conference formats, it provided visitors with unparalleled opportunities for business growth, knowledge sharing, and networking.

On 20th February our Industry Development & Insights Director, Marie-Clare Puffett took to the stage to explore the rapid rise of Retail Media, diving into the key trends driving growth and the essential factors, retailers,need to consider for success. With Retail Media becoming an integral part of the digital advertising ecosystem, she provided valuable insights into how businesses can navigate this evolving landscape, maximise their investments, and stay ahead of the competition.

Key highlights included:

• Retail Media is rapidly transforming the advertising landscape, growing four times faster than the total ad market in 2024 (22% vs. 6%). 
• By 2028, the European Retail Media market is projected to reach €31 billion, with the UK, Germany, and France leading the way. 
• Retail Media integrates digital ad spaces, retail data, and in-store opportunities, allowing brands to engage consumers at critical moments. 
• Companies must balance retail operations with media strategies, optimise on-site search, and explore offsite partnerships with social media and streaming platforms, which are expected to drive 75% of future growth. 
• Retail Media Networks perform up to seven times better than traditional digital advertising, but brands need better measurement metrics beyond ROAS. 
• With €2 billion in untapped in-store ad revenue, physical stores are emerging as key media channels, signaling a shift in how brands engage with consumers.

Watch the session here. 

For more information on our Retail Media work and how you can get involved, head to our Retail Media Hub here or email Marie-Clare at puffett@iabeurope.eu.