The rise of retail media in Europe- How brands can grow market share with a multi-retailer advertising strategy

Are you wondering how the economy will fare in 2023? As economic projections remain uncertain, many brands are left wondering how to react. But amidst the chaos, there’s a reason to be optimistic – the retail media landscape in Europe is expanding.

According to IAB Europe’s Chief Economist, Daniel Knapp, retail media ad spending is projected to increase by 2.4% in 2023. Several large retail groups, including Morrisons, Tesco, Sainsbury’s, and ASDA, are adding their own retail media offering, while smaller marketplaces like are launching their own retail media projects.

With the rise of retail media in Europe, there’s never been a better time for brands to implement a multi-retailer advertising strategy. Don’t miss out on the opportunity to grow your market share – get started today.

Facing Declining Margins, UK Retailers are Launching Retail Media Networks

Why brands should prioritize cross-retailer Media in 2023

Retail media brands in Europe have a huge opportunity to grow their market share in 2023, and here are three key reasons why:

Even with obvious benefits – and the technology to make it happen – retail media’s rise in Europe faces a few unique obstacles.

As you scale your media campaigns across more retailers, the understanding you have of your audiences becomes richer and richer. When you consider that today’s retail media networks capture more transactions than Amazon, there’s a definite case for brand investment. Advertisers at the forefront are now looking beyond retail environments, to how commerce data can be used to attract, convert, and retain consumers across the open web, from premium publishers to ad-supported streaming channels. Consolidating and streamlining data across the entire buyer journey is the magic of commerce media. This complete view of the customer is what we have strived to perfect.

Antoine Jamet

Director API Partnerships EMEA at Criteo

Top retail media challenges in Europe

While the U.S. and European markets share many similarities, European brands must navigate a few key challenges, such as:

The maturity of the eCommerce market in Europe lags behind the U.S., making it harder for European retailers to compete with American counterparts in cross-retailer media.

The rise of retail media will continue across Europe, but the brands that best solve these unique regional challenges will amplify their cross-retailer campaigns and outperform their competitors.

How Pacvue helps brands build multi-retailer campaigns

Pacvue offers a first-of-its-kind solution that provides data and insights across the entire commerce operation. Here’s how:

First, Pacvue helps retail brands track their market share growth using metrics such as:

Second, Pacvue gives clients essential tools to monitor their cross-retailer strategy, including:

The rise of retail media in Europe is already underway—and the next big leap will be for the brands and agencies that best manage their cross-retailer optimizations in 2023. Capturing market share is easier when your technology is built across your entire commerce cycle.


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