MediaMarkt and sister chain Saturn are now bringing retail media to physical shops. The electronics retailer wants to attract advertisers with in-store ads.
To close the circle
Even in its physical stores, Mediamarkt-Saturn lets companies promote their products or services on TV screens. After web shops, the retail media group is thus expanding considerably: advertisers in Germany, Austria, Hungary, Luxembourg, Turkey and the Netherlands can book so-called ‘InStoreAds’ on some 21,000 TV screens in around 650 physical stores, reports LebensmittelZeitung. Even if they already advertise online at the retailer, they can easily extend it to the physical outlets without too much extra cost, according to the company.
Before the end of this year, the offer will expand to Switzerland and Spain, followed by Italy, Poland and Belgium. “The optimal customer journey seamlessly combines digital and fixed touchpoints, and we have closed this circle with InStoreAds and the additional advertising opportunities directly at the point of sale,” says Torsten Ahlers, Managing Director of advertising subsidiary Media-Saturn Marketing.
Retail media is said to account for some 13.8 billion euros in sales for retailers across Europe this year. Next year, industry association IAB Europe is already expecting 17.7 billion euros in sales. So Media-Saturn is keen to get in on the act and capitalise on its 40 million loyalty card customers and more than 2.2 billion customer contacts a year.
