Since we launched Retail Media Age last June, what impressed me most wasn’t just the growth of the industry, but the strength of the community that has emerged around it. In a short space of time, retail media has become a true ecosystem, a vibrant network of people driven by innovation, ambition, and collaboration.
It reminds me very strongly of the mobile marketing industry about 20 years ago, when a handful of pioneers began to build something entirely new. When you seemingly couldn’t move for networking nights and DIY events.
Anyone remember WAP Wednesday?
Retail media has the same sort of buzz as mobile in those days, the same sort of feeling of being part of a unique community, connected to the wider media and marketing industry, but unique.
Being part of something being built that was going to create a new future for the industry.
The stars of retail media are rising, and it is these people who are defining what this industry will become. They are not just figureheads; they are the people who are building this industry.
At MadFest North, where I was hosting the real media stage, this was in sharp relief. Every session was packed and proof and case studies poured off the stage showing how retail media is delivering.For retailers, for advertisers, and for shoppers.
People like Adam Smith at Iceland, who is turning stores into measurable media, or Paul Stafford at Very Group, Suzy Knight at Screwfix, Dean Harris at Co-Op, Kay Manning at Pacvue, Matt Hanlon at Boots, the list goes on and on.
I was sceptical of the IAB’s recent prediction that ‘all media will have become retail media by 2030′.
But the statement’s making increasing sense.
There is of course still a long way to go before this industry reaches full maturity. Measurement and metrics, standardisation, proof of incrementality, creative potential, internal silos, frictions between shopper, trade and new retail media budgets. Scale, education, talent.
The list goes on but collaborative efforts to address all the above are well underway.
Retail media is not just about transactions; it is about creating new experiences, new ways for consumers to engage, and new ways for brands to add value to their relationships with consumers.
Not to mention the new revenues it is unlocking.
And driving all this is the strength of the retail media community and the retail media stars driving it. Once again, like any form of media, while technology may underpin it, it really is the people that matter.
Retail Media Age will continue to play its part in supporting this community and, as always, we’d love you to hear your point of view, so please get in touch.
