Return on investment is the phrase that will be ringing in the ears of every marketer in 2009. Budgets will be hard fought for and results carefully analysed. There are already signs of a shift to more targeted and measurable media.

Retail Media is likely to be a beneficiary. It’s highly targeted and by measuring sales uplift against control stores, it is completely accountable. Retail media specialists Dunnhumby and abc media both report sales uplifts of around 20%.

These results are now being supported by more retailers, more media channels, ever improving media quality and increasingly sophisticated media planning tools. More brands are involved and media agencies are adapting to the greater flexibility required in this changing market.

The Co-operative, Spar, WH Smith, Martin McColl, Thomson, Wine Cellar, Pharmacy Channel and Post Office are all part of the abc media portfolio and Chief Executive Jonathan Southcombe expects more retailers to offer new media channels; ‘Retail media is now a credible channel that delivers results for advertisers. Becoming a media owner and having the responsibilities that this brings is a significant step for a retailer. But it’s become clear that if done well, there are significant benefits. I expect the retail media market to grow significantly in 2009’.



Jon Southcome , Chief Executive