Once seen as a bottom-funnel lever for transactional impact, retail media is now scaling into a full-funnel, brand-building platform. Marketers are using it to reach audiences across every touchpoint—from connected TV to in-store screens—while retailers double down on owned data to create closed-loop systems that promise precision and accountability. Loyalty, purchase history and omnichannel behaviour are fast becoming the most valuable media assets in the market.
This shift is also reshaping who gets to play. Retail media is no longer just for traditional advertisers; non-endemic brands from every sector – from banking and telcos to travel – are moving in, drawn by scale, targeting potential and proximity to purchase. At the same time, the line between digital and physical retail is blurring. In-store experiences are increasingly connected, dynamic and measurable. AI is already streamlining campaign planning and personalisation, but the bigger story may be in measurement: as expectations mature, performance metrics are shifting beyond ROAS toward brand lift, incrementality, and lifetime value.
