‘Positively blurring the lines’: Brands on setting up teams for retail media success
With retail media on track to surpass £7bn in ad spend by 2028, Kellanova, Karo Healthcare and Henkel discuss team structures and sourcing budgets.
Retail media is on an upward trajectory. Excluding Amazon, UK investment in retail media is projected to surpass £1bn in the UK next year, according to new data from IAB UK.
When Amazon is included, retail media spend is expected to exceed £7bn by 2028, as advertisers tap into the wealth of first-party data retailers can provide.
However, with this rapid growth comes the challenge for brands to define retail media’s role within the business, decide where budgets are sourced from and determine how to best structure or restructure teams for growth.
For Kellanova, formerly Kellogg’s, the journey into retail media and defining its place within the organisation began a few years ago.
