Retail media: the new frontier?

Brett Horton, founder and director of Island PR Marketing and Research, argues that the big four grocery chains are the media owners of the future.

Retail Media: The New Frontier?

Brett Horton Island PR

It must be about ten years ago that two authors in the Harvard Business Review wrote: 'Retail stores have become the newest battleground in the war of consumer goods manufacturers to win customers.' Every year since then, advertising within retail stores has seen double-digit growth. From almost nothing ten years ago, UK advertisers now spend nearly 50 million annually on retail media. But what drives this phenomenal growth and is it sustainable? What will retail media look like in the next ten years? And how will it affect both advertisers...

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