Publicis Media: The Retail Media Revolution
Across the 2024 advertising landscape, we’re seeing consumer behaviour changes increasingly driven by macro factors: concerns about the rising cost of living, international conflicts, growing interest and inflation rates and the climate crisis.
At the same time, huge leaps forward in generative AI, media buying technology and the long-forecasted arrival of the cookieless future pose new challenges for brands and agencies.
In this evolving landscape, retail media will be a key battleground for brands, with huge opportunities for growth available to those that get it right.
However, its explosive growth means there are several challenges brands must consider carefully, including:
- Navigating the complexity caused by the emergence of new retail media networks.
- The increasing role of AI in expanding campaign planning and execution.
- Learning to use first-party data without compromising consumer privacy.
- The rise of non-endemic advertiser investment.
- New in-store retail media technology allowing targeted advertising and enhanced shopping experiences.
Amidst this disruption and the opportunities it creates, we’re proud to share The Retail Media Revolution, a deep dive into how this critical discipline is developing in exciting new ways for brands.