Interactive Advertising Bureau
post thumbnail

IAB Europe's Guide to Omnichannel Retail Media

Oct 17,2024
Lauren Wakefield
retail media

Despite its fragmentation, Europe's Digital Retail Media Advertising market is growing rapidly, with ad spend projected to hit €31 billion by 2028. This expansion is driven by store digitisation, advancements in ad tech, and retailers’ increasing need to diversify their revenue streams. 

As Retail Media continues to transform the digital advertising landscape, brands must embrace a seamless approach to reach consumers across multiple channels. To help marketers navigate this ever-evolving landscape, IAB Europe’s Retail Media Committee has created a Guide to Omnichannel Retail Media to provide expert insights and strategies to help you navigate this dynamic space.

This resource offers insights into integrating online and offline campaigns and addresses key challenges like market fragmentation and standardisation. 

What’s Inside the Guide:

  • What is Omnichannel Retail Media?
    Understand the meaning of omnichannel and its critical role in creating a cohesive customer experience.
  • Key Benefits
    Discover how omnichannel campaigns enhance audience reach, improve attribution, and drive better ROI.
  • Challenges
    Learn how to overcome common obstacles such as data fragmentation and measurement difficulties.
  • Strategy Development
    Step-by-step guidance on building a customer-centric omnichannel Retail Media strategy.
  • Future Trends
    Explore how technology, personalisation, and integrated data will shape the future of omnichannel Retail Media.

This comprehensive guide is a valuable resource for any brands, retailers, and media buyers looking for valuable insights to help maximise campaigns.

IAB Europe would like to thank Colin Lewis (Retail Media Works) for his collaboration on this Guide. We would also like to thank the following contributors who helped to author the Guide:

  • Esme Robinson, Director Platform Solutions, Epsilon 
  • Jason Wescott, Chair of IAB Europe’s Retail Media Committee and Global Head of Commerce Solutions, GroupM Nexus
  • Kina Demirel Beskinazi, Representative of IAB Turkey’s Retail Media Group
  • Christoph Bodner, Head of Business Insights & Analytics, IKI Lietuva & Representative IAB Baltics
  • Babs Kehinde, Senior Director, Commerce, EMEA, PubMatic 
  • Dirk Hahn, Executive Professional, Retail Media Schwarz Media
  • Tim Abraham, Senior Data Partnerships Director, The Trade Desk 
  • Nik Dutt, Product Marketing Manager, The Trade Desk
  • Gavin Jewkes, Marketing Solutions Lead, EUI Retail and eCommerce, TikTok 
  • Laura Badea, Partner, Digital Commerce, Wavemaker
  • Gonzalo de la Mata, Global Commerce Lead, Zenith
  • Daniel Sands, EMEA Sales Director, Zitcha 
  • Darren Jacobs, EMEA Sales Director, Zitcha
iconDownload - 945.39 KB

Related posts

GET IN TOUCH

IAB Europe is the European-level association for the digital marketing and advertising ecosystem

Sign up for our newsletter
chevron-leftchevron-right linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram