Retail Media Keeps Growing, Bringing Marketing, Commerce and Measurement Together.
WARC projects that medium retail will represent an increasing share of global advertising spending.
Reference image: IAB UK. Image source ↗
What happened
WARC projects that medium retail will represent an increasing share of global advertising spending. The source presents this development in marketing: Retail Media Keeps Growing, Bringing Marketing, Commerce and Measurement Together.
What changes
The new thing is that the sign occurs closer to intention and combines data, content and automation on the same path.
Why it matters
It matters because it modifies how a brand is found and how it decides to invest time and budget to turn care into demand.
Implications for businesses
The sign should be translated into a small test in Mexico: to order data, to improve datasets and content, to define a conversion and to measure if the new flow improves lead quality.
One Rhino’s take
The central sign is that marketing becomes an information and decision system, not a sum of isolated publications.
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