In the fourth episode of ‘Futurescape: 2030 & beyond’, we tackle retail media – the fastest-growing area of digital advertising – and explore why the traditional marketing funnel could be obsolete by 2030. As platforms, publishers and broadcasters evolve into full-service commerce ecosystems, retail media is becoming a “spider diagram” at the centre of planning, blurring the lines between brand building and conversion. 

James Chandler, IAB UK’s Chief Strategy Officer, is joined by Claire Trbovic, Group Business Director: Incubation Hub, SMG, and Simon Andrews, Founder & Publisher, FIX Newsletter. They discuss everything from cross-retail measurement to immersive in-store experiences – including why data from the ‘long tail’ of retailers could be the key to future success, how brands can collaborate without losing their distinctiveness and why access to diverse data sets will transform planning. 

From digital screens turning supermarkets into experience destinations to the challenges of balancing commercial growth with positive customer experiences, this episode takes you inside the opportunities and growing pains of a retail-first media world. And yes, even cheese gets a mention – as a surprising example of how cross-retail brand visibility could work in practice. 

Listen now or watch via our YouTube: https://youtu.be/8Y9UhbJq748

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