As retail giants become media players, and with the sector accounting for 30% of ad spend in Australia, the power of retailers is hard to ignore.
Our Client Solutions Manager, Stoja Trkulja, explained to AdNews Australia the role of retail media in the media mix for brands.
“To what was previously a siloed stream in media planning, we are experiencing an increasing focus on this landscape as retailers continue to expand their offerings with new formats. Brands can not only reach customers at purchase point but also tap into consumer data to grow new and existing customer bases,”
Read more from Stoja about the shift from traditional media to retail media, plus thoughts from Sam Cousins and Emilia Chambers.