Unveiling the retail media revolution: Why it’s set to dominate Cannes 2024



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June 5, 2024 | 3 min read

Edik Mitelman, GM of Privacy Cloud at AppsFlyer, explains why this year's focus at Cannes Lions is on creativity that progresses not just advertising, but the world.

As the boundaries between creativity, media, and commerce are blurring at an unprecedented pace, the emergence of first-party data-rich retail media stands at the forefront of this global transformation. Challenging traditional notions of the purchase funnel and reshaping the landscape of advertising strategies, retail media forces brands to embrace a new age of creative data-driven storytelling and consumer engagement.

As brands redefine creativity to thrive in an ever-evolving retail landscape that demands constant engagement and innovation, here is what brands and advertisers can expect to take away from Cannes 2024 in the retail media space.

How to embrace data-driven disruption

Retail media has become a powerful conduit for brands to connect with consumers in more personalized and targeted ways. By harnessing first-party data insights, advertisers can tailor their messaging to address specific consumer needs, preferences, and behaviors, ushering in a new era of personalized advertising experiences.

How to defy traditional silos

Gone are the days when brand-building and performance advertising operated in distinct silos. The rise of retail media blurs the lines between these once-separate realms, offering brands the opportunity to engage audiences across the entire customer journey seamlessly. This convergence challenges marketers to adopt more integrated and holistic approaches to their advertising strategies.

How to redefine the purchase funnel

In the era of retail media, the traditional purchase funnel model is undergoing a metamorphosis. With access to real-time data and insights, brands can engage with consumers at every touchpoint of their journey, from awareness to purchase and beyond. This shift in strategy emphasizes the importance of building lasting relationships with customers rather than focusing solely on transactional interactions.

How to leverage personalization and relevance

Retail media's emphasis on first-party data empowers brands to deliver highly personalized and relevant messaging to their target audiences. By leveraging consumer insights and behavioral data, advertisers can create compelling, tailored experiences that resonate with customers on a deeper level, fostering brand loyalty and engagement.

How to navigate the new media landscape

As brands navigate this evolving media landscape, they must adapt to the changing dynamics of retail media. Embracing data-driven strategies, fostering creativity, and prioritizing customer-centricity are essential components of success in this new paradigm. Additionally, integrating data collaboration platforms into their marketing strategies can provide brands with comprehensive insights and collaboration opportunities, further enhancing their competitiveness in the market. By embracing innovation and redefining traditional advertising approaches, brands can position themselves at the forefront of this transformative shift.

It's the symbiotic relationship between creativity, media, and commerce that is reshaping the advertising industry in profound ways. The evolution of retail media, driven by first-party data insights and facilitated by data collaboration platforms, is revolutionizing how brands engage with consumers, challenging traditional paradigms, and paving the way for a more personalized and integrated approach to advertising. As the convergence of these worlds continues, brands that embrace this new era of data-driven storytelling and consumer engagement will thrive in the ever-evolving landscape of modern marketing.


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