Global Head of Diageo Futures & Commerce | Coca-Cola & Accenture Alumni | Startup Advisor | Podcast Host | Adjunct Professor
Saving the best for last ... my final Shoptalk Europe 2024 takeaway: The retail media revolution, coming to a market near you: in the US, #retailmedia spend is already on par with TVC spend. Here in Europe, it’s only 1/10th the size, but growing fast (15% CAGR) given its close relation to online #marketplace expansion and retailers recognizing its ability to transform their economics as an incremental revenue stream (i.e., at 60-65% EBIT margin, it can more than double current grocery margins of approx. 1.6%). For brands, purchasing and using this data across digital and shopper marketing initiatives will soon become table stakes – what they do to turn this data into true insight to understand and predict behavior remains to be seen. Again, thanks to Ben Miller and the entire Shoptalk team for a powerful, insight-filled 3 days in Barcelona. Looking forward to the next one! Interesting companies we met: Amazon Web Services (AWS), Zitcha, Walnut Unlimited
it's definitely coming to Europe for sure - I read an article recently in the Grocer where Tesco are predicting retail media spend to outstrip TV by end of 2025 (https://www.thegrocer.co.uk/marketing/what-happens-when-retail-media-overtakes-tv-advertising/692491.article). I can't wait to see what retailers and brands do to bring the stores to life! But ... getting breakthrough and impact will be tougher than ever in the battle to be the brand/ category that's noticed.
Thanks for sharing, Efrain. How long would it take Europe to catch up with the US, what’s your estimation?
Nives Nadoh some insightful comments on Retail Media Networks I thought you'd find interesting! Thanks for coming along Efrain Rosario, and glad to hear you had such a great time with us!
Hi Efrain , yes this is my fascinating observation of the last month too !! Phenomenal….. it was always coming ! Sorry I didn’t make it to shoptalk !
Customer Experience | Innovation | Transformation
3moPerhaps now the importance and impact of a well crafted BTL campaign will no longer be seen as the poorer 'tactical' relation to the ATL 'strategic' work. We can but hope...