Tag: IAB

Retail media advert channel exploding

Retail media ad spending will hit €25 billion in Europe by 2026, according to IAB Europe forecasts.

According to its report, in collaboration with Xandr, retail media can no longer be described as “an emerging channel” given the Covid-19 pandemic “fundamentally changed” consumer shopping habits. For example, now three-quarters of shoppers in Europe go online.

This forecast and study come as Channel 4 and ITV have inked deals with Sainsbury’s Nectar 360 and Tesco’s Dunnhumby respectively to match broadcaster viewing data with first-party retail media datasets.

Wavemaker global ecommerce lead Mudit Jaju described the retail media market worldwide as going through a “massive explosion in every way” with the number and variety of offerings in retail media “exploding”, with ensuing high volatility, inflation and opportunity in The Media Leader Podcast.

Brands eager to adopt ‘responsive design’ ads

tesco-hudl-tabletOne in ten of the UK’s top spending advertisers have built websites that automatically bring up content depending on the device of the end user – otherwise called responsive design.

If a user clicks on a website through a tablet, for example, the ad content will be designed specificallu for that platform, and likewise with a PC, laptop or smartphone. Research from the UK’s Internet Advertising Bureau indicates the leading 11 adopters of responsive design are Peugeot, Nissan, Direct Line, Go Compare, Sainsbury’s Bank, Sky, EE, Microsoft, Colgate-Palmolive, the Department of Health and Chanel.

Leading the way per sector are the automotive and tech or telecoms sectors, followed by finance.

IAB senior mobile manager, Alex Kozloff, said in a statement the speed of responsive design adoption is “encouraging” because it demonstrates brand leadership on how consumers are interacting with advertising.

“Responsive design is the next stage in mobile optimisation and represents a multi-platform experience that enables users to have the best surfing experience on whatever device they’re using,” Kozloff said.

And for the rest of us, there’s Adblock.