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Retail Media Roundtable - Unlocking the In-Store Retail Media Opportunity · IAB Europe podcasts

• 0:00
  SPEAKER_00: Welcome to the Retail Media Roundtable, the podcast from my viewer that dives into the dynamic world of retail and commerce media advertising.
• 0:07
  SPEAKER_00: In this special edition, powered by our partners Mirror Ads, we're bringing you fresh insight straight from the heart of the action, recorded live at our Retail Media Impact Summit in Amsterdam.
• 0:17
  SPEAKER_00: So whether you're seeking practical tips, strategic perspectives, or a deeper understanding of this fast-moving space, the Retail Media Roundtable is your go-to for timely and thought-provoking discussions.
• 0:29
  SPEAKER_00: And in these exclusive live episodes, you'll hear directly from the experts and leaders influencing the future of retail and commerce media in Europe.
• 0:37
  SPEAKER_00: So grab a seat at the table and let's dive in.
• 0:41
  SPEAKER_02: Okay, so welcome listeners, welcome James, welcome Mason.
• 0:45
  SPEAKER_02: I'm Daly, I'm the co-host of uh of the summit today.
• 0:49
  SPEAKER_02: Um the title of this podcast is called Retail Media is the biggest opportunity.
• 0:54
  SPEAKER_02: It is already in storm.
• 0:56
  SPEAKER_02: Um, but first of all, a short introduction.
• 0:58
  SPEAKER_02: Who's James?
• 0:59
  SPEAKER_02: Who's Mason?
• 1:00
  SPEAKER_02: Very short.
• 1:00
  SPEAKER_01: Yeah, for sure.
• 1:01
  SPEAKER_01: Um James Allison and I represent Advertima and we're a sponsor here at the show.
• 1:06
  SPEAKER_01: Um, my role is uh for Advertimer is a global uh lead, growth lead.
• 1:12
  SPEAKER_01: I'm working with retailers um and retail media partners, media agencies as well.
• 1:18
  SPEAKER_01: And yeah, um that's uh and Advertima is uh specializing in in-store audience intelligence, so enabling retailers and brands and media agencies to get the most of in-store retail media.
• 1:30
  unknown: Cool.
• 1:31
  SPEAKER_01: Perfect.
• 1:31
  SPEAKER_03: Uh hi everyone, my name is Mazen.
• 1:33
  SPEAKER_03: First of all, thanks for having me here today, this morning in the beautiful Amsterdam.
• 1:38
  SPEAKER_03: Um, so I work in Dubai at Publishes Media.
• 1:42
  SPEAKER_03: We uh have established a retail media business a couple of years ago.
• 1:45
  SPEAKER_03: Uh currently we work with retailers and brands.
• 1:48
  SPEAKER_03: Um, the mission is really to bring um retail media to the region, bring growth to our partners, either retailers and and brands, and really bring the best innovation that we can possibly have in the market.
• 2:01
  SPEAKER_03: Mina is definitely growing really fast.
• 2:04
  SPEAKER_03: Um, so it's definitely a market where we are focusing to bring in all these different uh partners like Advertima as well.
• 2:10
  SPEAKER_02: You have a bit of a history in the Netherlands, don't you?
• 2:12
  SPEAKER_03: Yeah, I do.
• 2:13
  SPEAKER_03: So I'm a Lebanese Dutch.
• 2:15
  SPEAKER_03: Uh I lived in Utrecht for uh almost uh nine years.
• 2:19
  SPEAKER_03: So for me, it's home as well.
• 2:20
  SPEAKER_02: And now all the way from Dubai.
• 2:22
  SPEAKER_02: Wow.
• 2:22
  SPEAKER_02: I didn't hear Dubai when I asked which nationalities do we have in the room?
• 2:26
  SPEAKER_02: I was waiting for you, but you stayed silent.
• 2:29
  SPEAKER_02: Yeah.
• 2:30
  SPEAKER_02: Um, James, um I saw that the IAB just published um the in-store retail media measurement proposal, which is now open for uh public comment.
• 2:39
  SPEAKER_02: You were there in the workshop in July.
• 2:42
  SPEAKER_02: Can you tell a little bit more about it and why it's so important?
• 2:46
  SPEAKER_01: Yeah, I think uh for for in-store measurement, it's it's not only just about how um you can measure a campaign or measure media, it's actually about how do you then turn that measurement into something which is addressable and something which enables brands and media agencies to buy that media.
• 3:08
  SPEAKER_01: So kind of creating a standard currency.
• 3:10
  SPEAKER_01: Uh so I think that's key, is actually transforming the data into something that's addressable.
• 3:16
  SPEAKER_02: And you also taught me yesterday something about a slide from Daniel Knapp previously about the the big gap.
• 3:23
  SPEAKER_01: Correct, yeah.
• 3:24
  SPEAKER_01: So we're talking about the the big opportunity in retail media is in-store already.
• 3:29
  SPEAKER_01: And uh Daniel Knapp, who has obviously been leading some of the sessions today uh as the chief economist of IAB, he he uh actually talked to me about something quite uh quite important and presented um regarding in-store media's opportunity.
• 3:43
  SPEAKER_01: And a slide kind of put this into perspective and it was showcasing how it was giving an example of a European French retailer and how the gross merchandising um value of of the retailer online 2% of that was actually retail media.
• 3:59
  SPEAKER_01: So 2% of um of that value was was retail media.
• 4:02
  SPEAKER_01: But if then you looked in-store, um that that was not less than 0.2%.
• 4:07
  SPEAKER_01: So even if you just get to 2% of in-store being in-store retail media revenue, then there's a huge gap.
• 4:15
  SPEAKER_01: And actually, the the to fill that gap, he was talking about actually measurement and addressability of audiences is is how we fill that gap because ultimately that's how online retail media has been successful: addressability, measurement, audiences, targeting, and that's the gap that we've got today in store.
• 4:34
  SPEAKER_02: Yeah, and to to show that you guys brought two best practices uh for us today.
• 4:39
  SPEAKER_02: So let's start with you from the Kaufur case.
• 4:42
  SPEAKER_03: Just I want to build on what uh James mentioned.
• 4:45
  SPEAKER_03: I mean, today the opportunity of the measurement is really how are we changing the value of in-store to our brands, right?
• 4:53
  SPEAKER_03: Because usually it's not measured properly, lack of measurement, addressability, and really linking it to performance, right?
• 5:00
  SPEAKER_03: So, what we have done with Advertima and Helians and Sudain, our client, is we partnered with Carfur, Majid Al-Futem NUEE, and then we brought in a bust in class uh activation, in my opinion, which won awards in different countries.
• 5:14
  SPEAKER_03: Um, what we have done is we really tested all the different mechanisms of media buying with and without audiences, and we were able to prove that when you layer the advertima solution, the audiences, changing creative in real time for male and female based on who's in front of the screen, then we show a uh higher impact in sales uplift.
• 5:33
  SPEAKER_03: So we did that with the measurement.
• 5:35
  SPEAKER_03: Then we also noticed that it's really also impacting effectiveness and efficiency.
• 5:40
  SPEAKER_03: So we were able to prove it to our client that really focusing on in-store um media with measurement with audiences do does the impact.
• 5:50
  SPEAKER_03: So that's definitely a massive change.
• 5:52
  SPEAKER_03: And since then, we have been having with Haline and other clients, they always own campaigns.
• 5:58
  SPEAKER_03: Um, the growth of only um math was massive, but we also decided to keep on partnering with Advertima on different industries.
• 6:07
  SPEAKER_03: So we brought in the pet stores, the pharmacies, the small groceries, fuel pumps, and so on.
• 6:12
  SPEAKER_03: So we are really moving in that solution across different retailers and different sectors, and the next stage is to really bring it to the more a bigger ecosystem and bigger space as well.
• 6:23
  SPEAKER_03: So we really showed that it works.
• 6:25
  SPEAKER_03: Um, in-store is definitely the point where we can drive growth and we can also drive revenue for uh retailers as well, and that's what we are really focusing on with retailers.
• 6:34
  SPEAKER_02: So great that you can measure it.
• 6:36
  SPEAKER_02: And you said um groceries, pet stores, etc., and moving into another uh category electronics, yeah.
• 6:44
  SPEAKER_02: You also have something.
• 6:45
  SPEAKER_01: Yeah, exactly.
• 6:46
  SPEAKER_01: So I'll I'll just do a quick actual refresh on advertima.
• 6:49
  SPEAKER_01: So I'll give a short introduction at the beginning.
• 6:50
  SPEAKER_01: But since 2021, so for five years, Advertima has been leading globally on in-store retail media measurement and activation.
• 6:59
  SPEAKER_01: We call it audience intelligence.
• 7:01
  SPEAKER_01: We use sensors, 3D visual spatial sensors in the store to understand total audience, total impressions, because it's linked to and tied to the media campaigns on screen.
• 7:14
  SPEAKER_01: Um, multi-zone measurement, understanding different points inside the store where customers engage, and also the audience segments.
• 7:20
  SPEAKER_01: So, what that enables is for not only campaigns to be measured and more transparency, but enables to be media, media to be purchased, sold, and bought with with kind of more accuracy and more more impact.
• 7:34
  SPEAKER_01: It doesn't change the historical trade marketing or classic way of selling or buying media in-store.
• 7:41
  SPEAKER_01: It actually lives alongside it and brings new value.
• 7:44
  SPEAKER_01: So that's what we're doing.
• 7:45
  SPEAKER_01: And that's what Mazin was talking about in Car 4 in the UAE, which Mazin has been a big part of planning buying media against that in in-store inventory, but in a completely different market in in um in Europe, in Italy, um, we've recently begun.
• 8:01
  SPEAKER_01: Actually, for the last year, we've been working with uh Media World, which of course is part of uh Media Markt.
• 8:08
  SPEAKER_01: And um, we're now going to be working with them long term because of the success.
• 8:12
  SPEAKER_01: And what we're actually doing there is in the consumer electronics store, you have you already have media canvases.
• 8:19
  SPEAKER_01: You've got you've got you've got TV screens, of course, uh TV walls.
• 8:23
  SPEAKER_02: A lot of TV screens.
• 8:24
  SPEAKER_01: Lots of TV screens, yeah.
• 8:25
  SPEAKER_01: You exactly.
• 8:26
  SPEAKER_01: So um I think and you might be able to tell me more accurately based on that how it is in the Netherlands, but in Italy, working with media worlds, for example, there are around 50 TV screens per store in a TV wall setting.
• 8:39
  SPEAKER_01: And actually, often in the past, you you you would think as a media canvas, they're not necessarily at the front of the store.
• 8:46
  SPEAKER_01: So, how do you actually um create impactful advertising campaigns, but also that are measurable?
• 8:52
  SPEAKER_01: Now we were we were able to implement our device, our audience sensor, into the TV area and just used one device per store.
• 9:00
  SPEAKER_01: And actually, what that meant was that now that TV screen area was able to be sold and planned based on audience impressions.
• 9:07
  SPEAKER_01: And of course, the beauty in consumer electronics is there's high dwell time because you, of course, have shoppers that are going in there and spending time looking at the product, you know, um, and and so therefore that that dwell time means more attention, uh more opportunity to see, a higher volume of impressions.
• 9:25
  SPEAKER_01: As a result of kind of bringing that technology into Media World, a consumer electronics store, they were able to give to brands an opportunity to buy the inventory in a different way.
• 9:35
  SPEAKER_01: And they saw um brands, endemic brands that are in the store, but also non-endemic brands as well that were interested in actually planning against that audience.
• 9:45
  SPEAKER_02: Yeah, super cool.
• 9:46
  SPEAKER_02: I always call it instead of one screen too many, which is out of home, uh, many screens to one, because you're more making more impact.
• 9:55
  SPEAKER_02: Maybe you have less people in a store than outside uh walking around with uh digital out of home, but still in comparison with the dwell time, it's super impactful and so nice that you can measure it now.
• 10:06
  SPEAKER_02: Um, so although the principle and the technology uh are I guess the same, it doesn't really matter in which kind of surrounding you are, right?
• 10:14
  SPEAKER_01: 100%, yeah.
• 10:15
  SPEAKER_01: Um absolutely.
• 10:17
  SPEAKER_01: In in in Switzerland, for example, where advertisement is is founded five years ago, um we have we have the technology in multiple different retail formats.
• 10:26
  SPEAKER_01: Convenience, for example, Spa, and then Obi, for example, um DIY.
• 10:31
  SPEAKER_01: And we've because the technology is across multiple retailers, we've actually enabled the buy side, the DSPs and the media agencies to buy audiences across the retailers.
• 10:42
  SPEAKER_01: So it makes it actually easier for them to buy.
• 10:44
  SPEAKER_01: And that's one of the challenges in retail media is giving access to the media buyers to make them and enable them to buy media easily, which I think has been a challenge in the past.
• 10:55
  SPEAKER_01: So we're doing that as well.
• 10:56
  SPEAKER_02: Yeah, and if you look at what needs to happen for in-store retail media to become a more established part of the retail media planning and investment, what do you think needs to happen?
• 11:06
  SPEAKER_03: Yeah, I mean that's a great question.
• 11:08
  SPEAKER_03: I think there are many elements that we need to focus on, is to have more screens and more retailers really taking that technology to have it there because if you only stick to one or two partners and it's always limited, not scalable.
• 11:20
  SPEAKER_03: So the scale is important.
• 11:22
  SPEAKER_03: Uh, the second one, the education for uh brands on really the impact of measurement and um the driving performance.
• 11:30
  SPEAKER_03: And I I think third is to really have more awareness on what's happening and really focusing because a lot of people misunderstand what is in store and the activation and what can be do-can be done or can do.
• 11:43
  SPEAKER_03: So I think a lot of things that we can do is really drive awareness by these kinds of things that we are doing today, podcast or the IAB summit as well, to really focus on really the numbers, the facts, and the use cases that we are all working on.
• 11:55
  SPEAKER_02: Perfect.
• 11:56
  SPEAKER_02: Thanks.
• 11:56
  SPEAKER_02: I think we're already out of time, it goes super quick.
• 12:00
  SPEAKER_02: Uh, but thank you, uh guys.
• 12:02
  SPEAKER_02: Great cases, really interesting technique.
• 12:05
  SPEAKER_02: Also, really nice to see that from a media agency you have interest in this.
• 12:09
  SPEAKER_02: Um, and I think maybe uh a shout out to uh to the people have a look at the um the proposal open for public comments now if you want to know more about uh in-store uh measurement.
• 12:20
  SPEAKER_02: Thank you and enjoy the day.
• 12:22
  SPEAKER_03: Thank you so much.
• 12:23
  SPEAKER_03: Thanks for having us.
• 12:24
  SPEAKER_03: Thank you.