IAB Europe's Attitudes to Retail Media Report

In order to understand the status of retail media across Europe on both the buy-side and sell-side, IAB Europe’s Retail Media Committee developed the Attitudes to Retail Media survey. The study, which is in its first year, is intended to be undertaken on an annual basis to provide an industry benchmark for retail media adoption, drivers, barriers, and growth areas. 

The survey received over 160 respondents from advertisers, agencies, and Retail Media networks in 31 markets and provides valuable insights to help define the status of retail media and shape future growth areas. It also acts as an indicator to any barriers that need to be addressed in order to unlock further investment. 

The survey asked about the following areas on the buy and sell-side:

• Retail media investment levels and partnerships
• Levels of maturity and internal structures for Retail Media
• Investment drivers and barriers
• Measurement and metrics used for retail media
• Future growth areas 

Read the press release here and download the report below to discover the following highlights and more:

Retail Media Adoption is Still Nascent 

The report highlights that while Retail Media is a widely discussed topic, its adoption is still in the early stages. Only 50% of buyers have partnered with a retailer or Retail Media Network for more than one year. 

Spend Diverted from Other Marketing Budgets

Half of buyers are reallocating funds from other marketing channels to retail media, particularly from linear TV and performance marketing budgets. 

On-Site Opportunities Dominate Investment

Currently, most retail media investments focus on on-site opportunities, indicating potential growth in off-site and in-store advertising in the coming year.

Data Access and Point of Sale Reach Drive Investment

Nearly 90% of buyers are motivated by the access to retailer first-party data, and three-quarters of buyers are drawn by the opportunity to reach consumers at the point of sale.

Fragmentation and Lack of Standards Hinder Investment

Approximately 60% of buyers cite the fragmentation of Retail Media Networks and the lack of standardisation as significant barriers. Retailers also face challenges with operational elements and technological requirements.

Measurement Options and Audience Reach are Key Retail Media Network Evaluation Criteria

Around 75% of buyers consider measurement options and audience reach crucial when evaluating Retail Media Networks (RMNs) within the same category.

The report has been written using insights from IAB Europe’s Retail Media Committee members and forms part of a comprehensive programme of educational and insight outputs on Retail Media in Europe. You can find out more on our Retail Media Hub here. 

View our supporting infographic below or download your copy here.