MediaMarkt and Saturn start retail media offensive

MediaMarkt is expanding retail media to its physical shops. Along with its sister chain Saturn, the electronics retailer wants to attract advertisers with in-store ads.

To close the circle

Following the success of offering ads in its online shops, the chains belonging to the Ceconomy group is expanding its retail media offer considerably: advertisers in Austria, Germany, Hungary, Luxembourg, the Netherlands and Turkey can now book so-called ‘InStoreAds’ on 21,000 screens in 650 physical stores, LebensmittelZeitung reports. Partners who already advertise online at the retailer, can easily extend that to the physical outlets without too much extra cost, the company adds.

Before the end of this year, Ceconomy will expand the in-store retail media offer to Switzerland and Spain, followed by Belgium, Italy and Poland. “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”, Managing Director Torsten Ahlers of advertising subsidiary Media-Saturn Marketing points out.

Retail media is said to account for 13.8 billion euros in sales for retailers across Europe this year. Next year, industry association IAB Europe expects that number to rise to 17.7 billion euros in sales. Therrefore, Media-Saturn is keen to get in on the act and capitalise on its forty million loyalty card customers and more than 2.2 billion customer contacts a year.