Retail Media Radar: January

As we step into 2025, the retail media landscape is brimming with transformation and opportunities. From innovative measurement strategies to the expansion of in-store retail media offerings, here’s your essential roundup of the latest trends shaping the sector. Grab a coffee and dive into these exciting developments.

1.  Tesco - shaping the future of retail media measurement

• Tesco Media’s 2025 Shape What Britain Buys report has sparked industry-wide discussion, offering a glimpse into how retail media can define purchasing trends this year.

• Following the expansion of its retail media offering in October 2024, Tesco is setting a new standard with a robust measurement framework and cutting-edge advertising solutions.

• Their approach prioritises real-time shopper insights, empowering brands to adjust campaigns dynamically and optimise their performance.

• By integrating Clubcard data, Tesco bridges the gap between ad exposure and in-store or online sales, creating an unmatched closed-loop measurement system.

• These advancements inspire greater brand confidence in retail media ROI, helping Tesco solidify its leadership in a competitive landscape.

• Tesco’s 2025 vision reinforces the need for precision in retail media. As specialists in retail media, we’re energised by this push toward measurable results and see this as a call to help our clients achieve similarly impactful outcomes.

  Find out more here.

2. Amazon - democratisation or land grab?

• Amazon’s retail media strategy is expanding through its self-service ad platform, offering smaller advertisers increased control over campaign targeting and budgets.

• The company is leveraging generative AI to automate and optimise ad creation, enabling more precise messaging and reducing the barrier to entry for smaller brands.

• However, concerns persist about whether this is genuine democratisation or an attempt to consolidate Amazon’s dominance, potentially stifling competition from smaller platforms.

• Amazon has also introduced new tools for brands to access deeper shopper insights, including cross-category performance metrics and predictive analytics.

• The platform’s focus on personalisation through data-driven recommendations could reshape how advertisers engage with diverse audience segments.

• While these developments are exciting, the question of fairness and accessibility remains. As advocates for a balanced retail media landscape, we’ll be watching closely to see how smaller advertisers benefit in practice.

  Find out more here.

3. Currys Connected Media: Expanding In-Store Offerings

• Currys has announced the expansion of its retail media network, Currys Connected Media (CCM), into physical stores, enhancing its omnichannel advertising capabilities.

• This initiative allows brands to engage customers directly at the point of purchase through digital displays and interactive content within Currys’ retail locations.

• The in-store expansion complements CCM’s existing online and Connected TV (CTV) offerings, providing a cohesive and immersive brand experience across multiple touchpoints.

• By integrating first-party data, Currys enables precise targeting and personalised content delivery, increasing the effectiveness of in-store advertising campaigns.

• This move reflects a broader trend of retailers leveraging their physical spaces to create new revenue streams and offer added value to advertising partners.

• Currys’ expansion into in-store retail media exemplifies the potential of integrating digital and physical retail environments. As proponents of seamless omnichannel strategies, we believe this is a model worth emulating for brands looking to elevate their retail presence.

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4. IAB Gold Standard - retail media’s certification revolution

• The IAB UK’s decision to expand its Gold Standard certification to retail media and connected TV marks a significant milestone in advertising transparency and accountability.

• This certification ensures that platforms meet stringent criteria for user experience, ad fraud prevention, and brand safety.

• For retail media, this move recognises its growing role within the wider digital advertising ecosystem, aligning it with the ethical standards of other media types.

• Certified platforms benefit from increased trust among advertisers and agencies, which can drive more investment into retail media networks.

• The inclusion of connected TV highlights the convergence of traditional and digital advertising, opening new opportunities for retailers to engage audiences through immersive formats.

• As retail media matures, aligning with industry certifications like the IAB Gold Standard will be a competitive advantage. At id8 retail, we are committed to adopting practices that uphold transparency, trust, and innovation in our offerings.

  Find out more here.

Summary

The January 2025 retail media highlights demonstrate the sector's rapid evolution and globalisation. From Tesco’s robust measurement systems to Amazon’s promises of democratisation, these stories showcase the blend of innovation and challenges ahead. Currys’ in-store retail media expansion and industry certifications reflect the maturity of retail media networks, while ethical and measurable practices will define the next phase of growth. We’re excited to integrate these insights into our strategies, driving meaningful connections for brands and customers alike.