The year is 2023. All media is retail media

By 2030, platforms, publishers and broadcasters will be able to offer end-to-end advertising solutions to deliver short and long-term brand objectives as they partner, collaborate and in some cases merge with retail media platforms. This shift will mark the end of traditional media funnels and the beginning of a more fluid, dynamic approach to reaching consumers across multiple touchpoints as all media becomes retail media.

According to IAB UK's Futurescape Barometer, digital retail media is expected to reach £8.6bn in 2030, growing by an average of 17% per year from 2024. For more from the IAB UK Futurescape Barometer, log in to download the graphs.

Embracing enhanced targeting across platforms

With over 100 retailers globally offering retail media programmes, it’s vital that the channel embraces programmatic technology, making it easier for advertisers to find their audience, buy media across platforms and, in turn, accelerating investment. Over the next five years, spend in retail media will increasingly come from primary media budgets as retailers prioritise high ROI formats such as sponsored products, as well as expanding offerings with social ads and video formats.

Omnichannel experiences will become standard 

According to Adobe research, 77% of retail customers feel it's important for brands to provide consistent interactions across channels, highlighting the importance of a unified approach. Looking to the future, retailers will need to deliver consistent customer experiences across both digital and physical touchpoints to drive loyalty and engagement. AR and VR will play into this - as adoption grows, AR/VR is set to become a standard part of the retail experience for both consumers, media owners and brands alike.  

The battle between UK retailers & global heavyweights  

UK retailers will face growing competition from global e-commerce giants like Amazon, Shein and Temu. To stay competitive, UK retailers must focus on local sourcing, faster delivery times, and leveraging advanced technologies like AI and data analytics to personalise marketing and optimise inventory. Collaborating with tech platforms or fintech companies can help reduce costs, enhance competitiveness, and foster innovation through shared resources and solutions.