The Interactive Advertising Bureau MENA (IAB MENA) Retail Media Taskforce has announced the launch of the Retail Media ECOScape, along with two new Retail Media guides specifically designed for the MENA market. These guides will be accessible to both members and non-members of the association, aiming to support the broader regional industry.
Retail Media ECOScape
The November launch of MENA Retail Media ECOScape is an essential step in helping identify the main players across the retail media market.
This guide is categorised into three themes:
- Customer Data Plarforms:
This list focuses on brands who have implemented a system that generates a unified customer database. It collects and manages personally identifiable information (PII) from different sources, such as transactional, behavioural, profile, and product data. It includes brands like Amazon, Epslon, Adobe, Google Market Cloud and more.
- Retail Media Platforms
This list looks at companies who are facilitating the management, execution and analysis of advertising campaigns within the retail media network. Retail media presents an opportunity for advertisers to reach consumers in a highly targeted and impactful manner. Includes brands such as Amazon ads, citrus ads, Criteo and more
- Retail Media Netowrks across key markets
This list looks across the multimarket and MENA region with specific focus on Saudi Arabia, Egypt, and UAE. The guide looks at infrastructure comprising of both online and offline channels where brands can advertise to reach shoppers. These ad formats include e-commerce sites, in-app spaces, in-store digital displays, and email marketing channels.
Getting Started With Retail Media guide:
This guide highlights the growing importance of retail media in marketing strategies, showcasing how data and technology can boost returns on investment.
Retail media enables brands to engage directly with consumers at purchase points, leveraging first-party data to target, optimise, and measure campaigns. It offers a powerful opportunity for advertisers to drive higher engagement and conversion rates by placing ads where consumers are primed to buy.
Some highlights include:
- The role of Retail Media as part of the Omnichannel journey
- Benefits of Retail Media to Advertisers and Consumers
- The current Retail Media networks and platforms for accessing them
- What you need to get started and how to evaluate success
- A glimpse into the future of Retail Media
Setting up a Retail Media Network for Retailers guide:
This guide aims to be a resource for those setting up Retail Media offerings, whether retailers themselves or those advising retailers on the steps required for success, such as agencies or specialist technology providers.
Some highlights include:
- Monetising Inventory
- Data and Technology
- Commercial Strategy considerations
- Organisational structure implications
- Current technology and other providers in MENA
These guides and ECOScape are developed by the retail media taskforce comprising 12 member companies including companies such as Amazon, Criteo, Equativ, Omnicom Media, Publicis Media, and more
Ian Manning, Executive Director at IAB MENA, expressed his thanks to the task force for their collaboration and dedication in delivering these much-needed resources: “Retail media is, and will continue to be, a significant part of the MENA growth story, so it’s critical that we continue to collaborate to develop local resources to support the market in understanding and leveraging the opportunity. I’d like to thank the members of this, and all our taskforces, for their commitment to working together collaboratively to accelerate knowledge and in helping to establish trust and credibility in our industry.”
