Marc Goetti, CEO of Excom Media, hosted the 2nd Swiss Retail Media Day of IAB Switzerland at the Volkshaus in Zurich. Two observations stayed with him.
Retail media is no longer just a topic for brands on the shelf
Banks, insurers, telcos, travel providers: non-endemic advertisers are increasingly making the channel their own. And no longer in test mode — the impact is demonstrable. That removes the argument heard for years: fine proximity to the purchase decision, but without evidence.
“Who has to deliver now? Brand, retail and tech in a reality check”
That was the title of the closing panel. The most honest answer leaves no excuse: all three, at the same time. Anyone waiting for another party to move first will be having the same discussion next year.
Our thanks go to IAB Switzerland, to the Retail Media working group and to all the speakers for a day with refreshingly little jargon — and to the more than one hundred professionals at the Volkshaus who stayed until the apéro.