Search ads and retail media to aid Western Europe advertisers: Economic uncertainty to bolster use of ad channels that can deliver solid returns in 2023.
Brick-and-mortar will be retail media鈥檚 next frontier as in-person shopping returns and the pandemic fades. Retailers like Walmex and Cencosud are turning their physical stores into media assets, allowing brands to place ads on digital screens, shopping carts, and even in parking lots.
All retail media is commerce media, but not all commerce media is retail media. But problems arise when advertisers try to assign credit for a conversion across multiple RMNs and other walled gardens.
But if you look at our forecast, the in-store's share of overall retailmedia ad spending is going to remain quite low. And I think also, this is a little harder to sort of prove with data that exists right now, but I think that retailers are going to have to be really, really careful about entering this foray.