{"id":12139,"date":"2025-11-27T10:47:31","date_gmt":"2025-11-27T09:47:31","guid":{"rendered":"https:\/\/www.mediamix.ch\/?p=12139"},"modified":"2025-11-27T12:15:46","modified_gmt":"2025-11-27T11:15:46","slug":"retail-media-essential-omnichannel-strategies","status":"publish","type":"post","link":"https:\/\/www.mediamix.ch\/en\/non-classe\/retail-media-incontournable-strategies-omnicanales","title":{"rendered":"Retail Media: an essential lever in omnichannel strategies\u00a0"},"content":{"rendered":"
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Retail Media is experiencing explosive growth. In 2025, it is expected to reach nearly \u202f<\/span>170 billion dollars<\/b>, representing an increase of about \u202f<\/span>+20% vs 2024<\/b>, confirming its position as one of the fastest-growing levers in the global advertising ecosystem. Today, it already accounts for almost <\/span>one-fifth of digital investments<\/b>, according to the latest analyses from IAB Europe and international observatories.<\/p>

This acceleration is driven by the convergence between transactional data, advanced targeting capabilities, and the explosion of online commerce. Retailers\u2014whether traditional chains or e-commerce platforms\u2014are becoming true media owners capable of offering powerful targeting at the final stage of the purchase journey.\u00a0<\/span><\/p>

Why Retail Media has become a strategic pillar<\/b>\u00a0<\/span><\/h2>

Retail Media is unique: <\/span>
<\/span>\nIt intervenes <\/span>at the most decisive moment of the funnel<\/b>, when the consumer is <\/span>purchasing<\/b> or about to make a final choice. This is where the impact on sales is the most measurable.<\/span><\/p>

Three factors explain its rise:<\/b>\u00a0<\/span><\/h3>

  1. First-party data targeting with unmatched precision<\/b><\/h4><\/li><\/ol>

    Retailers analyze what consumers \u202f<\/span>actually buy<\/b>. <\/span>
    <\/span>. \nThis data is anonymized, segmented and activated in the form of:<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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    • buyer audiences,\u00a0<\/li><\/ul>
      • purchase intentions,\u00a0<\/li><\/ul>
        • product\/category behaviours,\u00a0<\/li><\/ul>
          • basket histories.\u00a0<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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            This enables campaigns with very high ROAS and conversion rates above digital averages.\u00a0<\/span><\/p>

            1. Fully integrated omnichannel logic<\/b><\/h4><\/li><\/ol>

              Retail Media is no longer limited to banners in e-commerce apps. <\/span>
              <\/span>\nIt now covers: \u00a0<\/span><\/p>

              • merchant sites and apps (Onsite),\u00a0<\/span><\/li><\/ul>
                • partner environments (Offsite programmatic)\u00a0<\/span><\/li><\/ul>
                  • sponsored product ads (SPAs)\u00a0<\/span><\/li><\/ul>
                    • social media and Google activations using retailer data\u00a0<\/span><\/li><\/ul>
                      • <\/span>PDOOH<\/b> campaigns around and inside stores<\/li><\/ul>
                        • in-store or Drive devices\u00a0<\/span><\/li><\/ul>

                          1. Direct sales measurement<\/b><\/h4><\/li><\/ol>

                            Thanks to Location Intelligence and traffic-measurement solutions (footfall), combined with transactional data, it is possible to:\u00a0<\/span><\/p>

                            • measure store visit impacts\u00a0<\/span><\/li><\/ul>
                              • analyze incremental effects\u00a0<\/span><\/li><\/ul>
                                • optimize distribution per store\u00a0<\/span><\/li><\/ul>
                                  • precisely attribute the role of each lever\u00a0<\/span><\/li><\/ul>

                                    Anonymous geolocation technologies also strengthen targeting efficiency around retail zones, city centers or priority stores.\u00a0<\/span><\/p>

                                    Retail Media in practice: how it works<\/b>\u00a0<\/span><\/h2>

                                    Without naming specific brands, today there are:\u00a0<\/span><\/p>

                                    • large Retail Media networks in France, Germany, Switzerland, the UK, the US and Scandinavia,\u00a0<\/span><\/li><\/ul>
                                      • structured platforms offering onsite, offsite programmatic, product sponsorships, digital coupons and cross-channel activations,\u00a0<\/span><\/li><\/ul>
                                        • APIs enabling synchronization of purchase data with advertising platforms (Google, Meta, programmatic DSPs).\u00a0<\/span><\/li><\/ul>

                                          The most common models:\u00a0<\/span><\/h4>
                                          • Onsite \/ Display<\/b>: banners targeted based on purchase behaviour.<\/span><\/li><\/ul>
                                            • Sponsored Products<\/b>: top-of-page product promotion with Add-to-Cart features.<\/span><\/li><\/ul>
                                              • Offsite \/ Programmatic<\/b>: activation of buyer audiences in premium environments.\u00a0<\/span><\/li><\/ul>
                                                • Geo-behavioural targeting<\/b>: PDOOH panels around stores distributing the brand.\u00a0<\/span><\/li><\/ul>
                                                  • Ciblage g\u00e9o-comportemental<\/b>\u202f: activation de panneaux PDOOH aupr\u00e8s des magasins distribuant la marque.\u00a0<\/span><\/li><\/ul>

                                                    Mediamix expertise: from branding to conversion through a full omnichannel approach<\/b>\u00a0<\/span><\/h2>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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                                                    \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"Retail\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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                                                    In 2025, Mediamix activated Retail Media campaigns across \u202f<\/span>several key markets<\/b>: France, Germany, Scandinavia, the UK and the United States, in collaboration with major platforms and specialized networks. <\/span><\/p>

                                                    Our role? <\/strong>
                                                    <\/span>To ensure consistent, intelligent and effective deployment of investments, considering:\u00a0<\/span><\/p>

                                                    • the specific dynamics of each market\u00a0<\/span><\/li><\/ul>
                                                      • the retailers\u2019 data capabilities\u00a0<\/span><\/li><\/ul>
                                                        • distribution constraints\u00a0<\/span><\/li><\/ul>
                                                          • visibility and conversion objectives\u00a0<\/span><\/li><\/ul>

                                                            We integrate Retail Media into a global omnichannel strategy, ensuring:\u00a0<\/span><\/p>

                                                            • a \u202f<\/span>centralized coordination<\/b>,\u00a0<\/span><\/li><\/ul>
                                                              • a<\/span> unified performance reporting<\/b>,\u00a0<\/span><\/li><\/ul>
                                                                • a \u202f<\/span>continuous optimization<\/b> on the most relevant environments (online and in-store),<\/span><\/li><\/ul>
                                                                  • a \u202f<\/span>programmatic management<\/b>\u202f with tailored deals when necessary,<\/span><\/li><\/ul>
                                                                    • geo-behavioural activations around stores using advanced targeting technologies (unnamed), reducing waste and improving local impact\u00a0<\/span><\/li><\/ul>

                                                                      This approach allows us to support brands across their entire retail presence\u2014e-commerce, partner environments or PDOOH around\/in POS.\u00a0<\/span><\/p>

                                                                      Each project is custom-built with our teams based on the market, objectives and the brand\u2019s digital maturity.\u00a0<\/span><\/p>

                                                                      Our goal:<\/span>maximize efficiency and clearly attribute the impact of each lever.<\/b>.\u00a0<\/span><\/p>

                                                                      Conclusion: Retail Media is no longer optional<\/b>\u00a0<\/span><\/h3>

                                                                      It has become a strategic pillar in modern media plans. <\/span>
                                                                      <\/span>It combines:\u00a0<\/span><\/p>

                                                                      • precision,\u00a0<\/span><\/li><\/ul>
                                                                        • drive-to-store efficiency,\u00a0<\/span><\/li><\/ul>
                                                                          • reliable measurement\u00a0<\/span><\/li><\/ul>
                                                                            • visibility at the moment of purchase\u00a0<\/span><\/li><\/ul>

                                                                              For brands operating internationally and seeking a coherent Retail Media framework, Mediamix provides a unified, agile and performance-oriented approach.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

                                                                              Le Retail Media conna\u00eet une croissance fulgurante. En 2025, il devrait atteindre pr\u00e8s de\u202f170 milliards de dollars, soit une hausse d\u2019environ\u202f+20 % vs 2024, confirmant sa position comme l\u2019un des leviers les plus dynamiques de l\u2019\u00e9cosyst\u00e8me publicitaire mondial. Aujourd\u2019hui, il repr\u00e9sente d\u00e9j\u00e0 pr\u00e8s\u202fd\u2019un cinqui\u00e8me des investissements digitaux, selon les derni\u00e8res analyses de l\u2019IAB Europe et […]<\/p>\n","protected":false},"author":16,"featured_media":12149,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[],"footnotes":""},"categories":[15,1],"tags":[],"class_list":["post-12139","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights","category-non-classe"],"yoast_head":"\nRetail Media : un levier d\u00e9sormais incontournable dans les strat\u00e9gies omnicanales\u00a0 - Mediamix<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediamix.ch\/en\/non-classe\/retail-media-essential-omnichannel-strategies\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Retail Media : un levier d\u00e9sormais incontournable dans les strat\u00e9gies omnicanales\u00a0\" \/>\n<meta property=\"og:description\" content=\"Le Retail Media conna\u00eet une croissance fulgurante. En 2025, il devrait atteindre pr\u00e8s de\u202f170 milliards de dollars, soit une hausse d\u2019environ\u202f+20 % vs 2024, confirmant sa position comme l\u2019un des leviers les plus dynamiques de l\u2019\u00e9cosyst\u00e8me publicitaire mondial. Aujourd\u2019hui, il repr\u00e9sente d\u00e9j\u00e0 pr\u00e8s\u202fd\u2019un cinqui\u00e8me des investissements digitaux, selon les derni\u00e8res analyses de l\u2019IAB Europe et […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mediamix.ch\/en\/non-classe\/retail-media-essential-omnichannel-strategies\/\" \/>\n<meta property=\"og:site_name\" content=\"Mediamix\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mediamixsa\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-11-27T09:47:31+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-11-27T11:15:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mediamix.ch\/wp-content\/uploads\/2025\/11\/1920x1080-FR-1024x576.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"576\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Isayah Crisinel\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@MediamixSa\" \/>\n<meta name=\"twitter:site\" content=\"@MediamixSa\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Isayah Crisinel\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.mediamix.ch\\\/non-classe\\\/retail-media-incontournable-strategies-omnicanales#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.mediamix.ch\\\/non-classe\\\/retail-media-incontournable-strategies-omnicanales\"},\"author\":{\"name\":\"Isayah Crisinel\",\"@id\":\"https:\\\/\\\/www.mediamix.ch\\\/#\\\/schema\\\/person\\\/f47c01e858816f65f10514ebbc6c46a0\"},\"headline\":\"Retail Media : un levier d\u00e9sormais incontournable dans les strat\u00e9gies omnicanales\u00a0\",\"datePublished\":\"2025-11-27T09:47:31+00:00\",\"dateModified\":\"2025-11-27T11:15:46+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.mediamix.ch\\\/non-classe\\\/retail-media-incontournable-strategies-omnicanales\"},\"wordCount\":878,\"publisher\":{\"@id\":\"https:\\\/\\\/www.mediamix.ch\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.mediamix.ch\\\/non-classe\\\/retail-media-incontournable-strategies-omnicanales#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.mediamix.ch\\\/wp-content\\\/uploads\\\/2025\\\/11\\\/1920x1080-FR.png\",\"articleSection\":[\"Insights\",\"Non class\u00e9\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.mediamix.ch\\\/non-classe\\\/retail-media-incontournable-strategies-omnicanales\",\"url\":\"https:\\\/\\\/www.mediamix.ch\\\/non-classe\\\/retail-media-incontournable-strategies-omnicanales\",\"name\":\"Retail Media : un levier d\u00e9sormais incontournable dans les strat\u00e9gies omnicanales\u00a0 - 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