MediaMarkt wants to get more revenue from retail media and is therefore launching “Sponsored Brand Ads”, which allow brands to put their products in the digital shop window a bit better.
Eight countries
The new ads should form a new, fourth layer in the German electronics retailer’s retail media offering, which will become available in Austria, Belgium, Germany, Italy, the Netherlands, Poland, Spain and Switzerland. Across the eight countries, MediaMarkt aims to achieve 45 million euros in retail media revenues by the end of financial year 2025/26.
Retail media is a growing source of revenue for the retailer anyway: in the second quarter of the current financial year, that category grew fivefold, managing director Torsten Ahlers said in a press release. The new service should help continue that explosive growth, he added.
In addition, MediaMarkt wants to tap into new retail media channels: for instance, the chain also wants to enable advertising in the physical shops themselves in order to achieve an omnichannel retail media business. Producers should also be able to advertise even more in the digital marketplace.
