At The Drum Live, Tesco Media’s director of strategy laid out its ambition to win a greater share of media budgets as marketers get to grips with what retail media truly has to offer.
You could argue that we are decades deep in retail media yet the speed at which it has evolved in the past three years has left many marketers scratching their heads over where it fits on media plans and how much budget it should demand.
“In general, for clients, it’s confusing as hell,” admits Patrick Zinga, digital media, data & martech lead at Heineken. “[Retail media] has existed for a very long time, but it’s new in terms of consideration in the overarching marketing spend or marketing mix, especially when it comes to channel selection.”
Zinga’s comments came at The Drum Live in London,where he was joined on a panel to discuss retail media’s future alongside Luis Clark, go-to market manager, EMEA at monday.com; …