BVDW publishes first comprehensive market guide for retail media
With its Market Guide, the German Digital Economy Association (BVDW) is providing, for the first time, a comprehensive guide to the dynamic retail media ecosystem. Industry experts and authors such as Irina Schmitz and Corinna Hohenleitner offer in-depth insights into the future of this growing advertising format.
The German Digital Industry Association (BVDW) has published the first comprehensive market guide for retail media, creating a central source of information. The guide summarizes the basics, advantages, challenges and standards of this media genre and is aimed at both newcomersinside as well as expertfrom the digital economy.
"With the Retail Media Market Guide, we are bringing together all of the BVDW's work results and important market data in one document for the first time," explains Corinna Hohenleitner, Vice President of the BVDW and one of the authors of the guide. The aim is to offer "an important orientation aid for the very dynamic retail media ecosystem".
Over 20 experts from various member companies were involved in the creation of the guide. The result of this collaborative process is a clearly structured, easy-to-understand format that focuses on well-founded insights and practical solutions. Irina Schmitz, Senior Program Manager at BVDW, led the project together with Frank Wichmann, Head of Business Development & Member Services at BVDW.
At DMEXCO 2024, masterclasses and the Retail Media Summit focused on this form of advertising. Schmitz emphasizes: "The Market Guide provides a comprehensive overview of all key aspects of retail media. We have thus created a platform that will structure and advance the market in the long term."
With a retail volume of over 130 billion euros in the DACH region alone, generated by the members of the Retail Media Circle, the Market Guide represents a significant part of the industry. The guide marks the start of a series that will be continuously updated and expanded to keep pace with developments in this dynamic market.
The Retail Media Market Guide is now available here ready for download.
The future of retail media: Further growth and professionalization expected
The guide provides an outlook on the future development of retail media. It is expected that retail media will continue to grow in importance and constantly evolve through innovation and new technologies. The Market Guide emphasizes the need for further professionalization of the industry in order to fully exploit the potential of retail media. This includes the development of standards and metrics, the improvement of data quality and the creation of transparency in the market.
An important trend is the increasing merging of online and offline channels. In-store advertising at the point of sale (e.g. digital displays, shelf placements) enables a direct customer approach in stationary retail. At the same time, onsite advertising takes place on the retailer's digital platforms (e.g. product pages, search results pages) and offsite advertising comprises advertising measures outside the retailer's platform that are aimed at the retailer's target groups. This link enables brands to address customers across different touchpoints and create a consistent brand experience.
The BVDW and its working groups will continue to focus on retail media and drive forward the development of this type of media. The aim is to establish retail media as an integral part of the marketing mix and to strengthen the competitiveness of the German economy in the digital age.
