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publicity to medios minoristas - Blendee
Among the main trends affecting the world of digital advertising, the phenomenon of retail media is certainly the most interesting: more than $ 128.2 billion in investments are expected by 2024 and the possibility of becoming the third most important channel globally (Data provided by Warc, updated until October 2023)
The situation on the old continent is no different from the global context: according to data published by Adjiin Italy, it is estimated that in Europe the share of advertising in retail media will reach an average growth rate of over 37% by 2027, from 8.9% of total digital advertising in 2023, compared to a market that will instead experience growth of around 6.6%.
The Italian frame of reference is also interesting: to date, advertising in retail media bahrain mobile database represents around 9% of investments in digital campaigns.
Thanks to the radical growth of the e-commerce sector, the announced abandonment of third-party cookies and the need to find new possibilities for cross-domain audience profiling , retail media seems to be an opportunity not to be missed for advertisers, given the vast amount of data and information on their audience that retailers themselves have at their disposal.
But let's take a closer look at what is meant by retail media advertising.