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While the retail media sector is maturing, the question of scaling up was a common theme at Cannes Lions. On the one hand, the multiplication of retail media networks and the growth of the off-site segment are making the market much more complex. On the other hand, as budgets increases, buying methods and specialised advertising agencies need to be more professional to catch up with high standards of other advertising channels.
With good reason, retailers were out in force at Cannes Lions 2024. Retail media is currently the fastest-growing segment of the digital advertising market (estimated growth of 17.5% in 2024, according to GroupM), and it shows. Walmart, Target, Sainsbury (and its agency Nectar360), Germany’s Douglas and Amazon were all present. There were also newcomers on the Croisette, such as the American bank Chase (J.P. Morgan), which wasted no time in launching its retail media offering Chase Media...
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Article authors
Raphaële Karayan
Editor-in-Chief Mind Media
Rédactrice en chef de mind Media, responsable de la rubrique Marques et agences