By Yves-Michel Gabay, managing director, Gamned! MEA
Retail media has been an experimental playground for a while, and this year it evolved into a strategic advertising channel for most brands. In the first quarter of 2022, the spend on digital retail media advertising in the United States was 44 per cent higher when compared with last year. At a global level, this spend has increased by 38 per cent during the same period, states a study by Statista.
The MENA region currently lacks a strong ecosystem and hence the figures are lower here. However, with the extent of innovation we see here, we have no doubts that retail media will turn into a source of growth for the advertising market.
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