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In-store retail media is Europe鈥檚 next big ad opportunity. But as retailers digitize stores, standardization and measurement challenges are dragging advertiser adoption.

In our exclusive survey with ESW, data from shoppers in 18 countries reveals new twists in the path to purchase, the rising momentum of marketplaces, and the resilience of age-old fundamentals.

Across five such categories鈥攖ablets, smart TVs, game consoles, smart home products, and smartwatches鈥攖he UK was the No. 1 ranked country in the GMI survey, followed by the US, Spain, Italy, and Norway. Smartphone ownership is ubiquitous in every region and has little relationship to a country鈥檚 relative wealth.

Loyalty program adoption is highest in the UK: 92% of UK consumers participate in at least one loyalty or reward program, ahead of France (81%), Spain (75%), Germany (72%), and Italy (70%), per an April 2024 survey by Capterra. Supermarkets are winning the loyalty race with member pricing strategies.

Max鈥檚 global expansion includes launches in the UK and Ireland (Q2 2026) and Germany and Italy (Q1 2026). Live sports and CNN content will remain free for standard and premium subscribers on Max, though they will be removed from the ad-supported tier on March 30.

Amazon made some key developments in February: opening a brick-and-mortar beauty store in Italy and testing links to products not available on its platform in a play for ad dollars. 鈥淸Amazon is in some cases] making it clear they want that ad revenue more than they want to sell that product,鈥� said our analyst Arielle Feger.

Searches for the Four Seasons Hotel In Italy where season two was filmed spiked 300% after the show launched, Hotels.com told CNN. And so far, searches are up 40% for the Thailand resort. Our take: Offering more exclusive and luxury-filled experiences can help Amex attract new young cardholders.