[Watch on Demand] IAB Europe’s Great Debate - Retail Media H2 2024

On 30th October 2024, we hosted our second Great Debate of the year on Retail Media. Through a series of keynote presentations and panel discussions, industry experts from IAB Europe member companies came together to share their views and expertise on the status of Retail Media in Europe and how Retail Media Networks are evolving rapidly. Also reflecting on the integral work needed to standardise Retail Media measurement and metrics, the thought-provoking discussions proved to be a huge success. 

To help wrap everything up, we’ve provided an overview of each of the sessions, key takeaways, and links for you to watch the recordings in your own time. 

Check them out below, and be sure to head over to our Retail Media Hub for more information and resources.

Keynote: Taking the Leap to Retail Media 3.0: Innovation Drivers from Digital to In-Store

To kick everything off, industry analysts, Andrew Lipsman, Independent Analyst & Consultant, Media, Ads + Commerce, and Daniel Knapp, Chief Economist at IAB Europe explored the evolution of Retail Media, transitioning from initial digital strategies to a more integrated "Retail Media 3.0" approach that encompasses both online and in-store experiences. They highlighted key innovation drivers and data insights shaping this transformation.

Panel Discussion: Retail Media Networks (RMNs) - The Next Frontier 

This panel focused on the rapid evolution of RMNs, highlighting current trends and successful strategies. They discussed the importance of connecting offline and online technologies to create a seamless customer journey and how RMNs are becoming an essential marketing channel for brands. 

This session was moderated by Maria Kristalinskaya, Head of Retail Media, Kleinanzeigen, who was joined by:

• Maurits Priem, VP Monetization, Europe and Indonesia, Ahold Delhaize
• Mark James, Senior Director, EMEA, Flywheel
• Gonzalo de la Mata, Global Commerce Lead, Zenith International
• Georgia Martin, Group Partnership Director, SMG

Key discussion points:

• RMNs are continuing to grow, consolidate and professionalise, with trends in omnichannel targeting, AI support, and social commerce being seen. 
• RMNs are making moves from tactical to more strategic channel, with brands leveraging first-party data increasingly for targeted advertising and closed-loop measurement.
• More emphasis is being placed on connecting in-store and online experiences, with campaigns benefiting from in-depth data on customer behaviour. 
• As Retail Media diversifies, measuring success involves both short-term ROI and long-term metrics like brand loyalty. There’s an increased focus on metrics like market share, customer lifetime value, and new-to-brand purchases.
• Future priorities should be focused on enhancing Retail Media as a core marketing channel, prioritising customer experience, providing actionable insights, and fostering consumer-centric, sustainable approaches.

Watch the session recording here.

Keynote Presentation and Panel Discussion: The Road to Retail Media Standardisation - How Far Have We Come? 

IAB Europe’s Retail Media Consultant, Yara Daher, kicked off the next session with an overview of IAB Europe’s Retail Media Standards. Industry leaders then came together to reflect on the path to standardisation and harmonisation across RMNs in Europe. They explored the progress made and the challenges overcome and discussed what else needs to be addressed to achieve transparency.

This session was moderated by Yara Daher, Retail Media Consultant, IAB Europe, who was joined by:

• Claude Spasevski, SVP, Retail Media and Data, Equativ
• Yara El-Saadani, Commerce Strategy Director, GroupM EMEA
• Tanguy Le Falher, Head of Retail Partnerships, Unlimitail & Chairman of Retail Media Commission, Alliance Digitale France
• Courtland Dearing, Team lead Retail Media Technology & Innovation, Douglas

Key discussion points:

• Retail Media standards, especially in Europe, have progressed in defining KPIs, onsite/offsite guidelines, and creating trust through certification. IAB Europe’’s role in advancing frameworks was seen as essential in this development.
• The need to simplify access to retailer data and inventory, improve in-store measurement and technology for experiential Retail Media, and adapt KPIs to match evolving Retail Media landscapes was highlighted as important. 
• The need for metrics beyond ROAS was also discussed as vital, to capture long-term brand value. Agencies play a key role in developing tech to bridge diverse tech stacks, that will enable more effective measurement and greater cross-network insight. 
• Collaboration amongst retailers, brands, agencies, and tech providers was stressed. It was also pointed out that advancements in tech and sustainable practices will help to aid the management of data exchanges and also minimise carbon emissions.
• Educating buyers on Retail Media’s complexity and the importance of transparent metrics are crucial for industry growth. 

Watch the keynote presentation here.

Watch the session recording here.

Panel Discussion - How is Retail Media Performing - The Buy-Side View

The next panel discussion shared the buy-side perspective on Retail Media performance, diving into the effectiveness of Retail Media campaigns from an advertiser and agency viewpoint.

This session was moderated by Jason Wescott, Global Head of Commerce Solutions, GroupM & IAB Europe’s Retail Media Committee Chair, who was joined by:

• Michelle Urwin, EVP Marketing, Kenshoo Skai
• Paul Dahill, MD of EMEA Sales, Koddi
• Robert Jozić, MD Schwarz Media and SVP Media at Schwarz Group
• Tom Ashby, Global Lead, Media Services, WFA
• Andreas Preuer, Senior Director, Business Development EMEA, Moloco

Key discussion points:

• Fragmentation was identified as a significant obstacle for advertisers, due to varying standards, APIs, and market-specific complexities. 
• Companies have tried to attempt in-house solutions to manage diverse platforms but have often found the task unmanageable.
• The current issues with fragmentation were likened to issues faced in the past with programmatic buying, suggesting that standardisation and more flexibility with audience targeting could help alleviate some of these problems. 
• Programmatic integration is considered important in enhancing accessibility and reducing barriers to Retail Media engagement. 

Watch the session recording here.