BRUSSELS, Sept. 18,
2024 /PRNewswire/ -- IAB Europe and IAB
have today announced the collaborative release of the first
industry definitions and measurement standards for in-store Retail
Media. The standards, which are open for public comment until the
1st of November 2024, have been
developed to address the rapidly expanding in-store Retail Media
opportunities and offer unified definitions, measurement standards,
and guidelines for ad formats and store zones. They are designed to
unlock the potential of this growing channel and help capture
budgets traditionally allocated to linear TV and out-of-home
(OOH).
The standards are the result of a joint initiative between IAB
Europe and IAB that builds on the IAB/MRC Retail Media Measurement
Guidelines and IAB Europe's Retail Media Measurement Standards
released by IAB in January 2024 and
by IAB Europe in April 2024.
Developed through a highly collaborative process involving key
industry stakeholders, the effort included an in-person workshop
hosted by IAB Europe in July 2024
that brought together 14 Retail Media Networks (RMNs) such as Ahold
Delhaize, Douglas Marketing Solutions, Kingfisher, MediaMarkt, and
Schwarz Media, among others. The process also involved virtual
workshops and consultations with buy- and sell-side stakeholders,
ensuring comprehensive representation from those driving the future
of Retail Media.
The standards cover a range of essential areas including:
- Definitions: Clear terminology for in-store digital
Retail Media components.
- Formats: Recommended formats for in-store
advertising placements.
- Store Zones: Standardised classification of key areas
within stores where media can be deployed (e.g., entry, checkout,
aisle).
- Measurement: Guidelines for tracking, reporting,
and analysing campaign performance across various in-store
formats.
Commenting on the release of the standards, Townsend Feehan,
CEO, IAB Europe, said, "The rapid growth of in-store digital
Retail Media demands a unified approach to measurement and
standardisation across markets. By introducing these first-ever
measurement standards in collaboration with IAB, we aim to not only
drive consistency and transparency in this space but also help
retailers, brands, and technology providers unlock new revenue
streams. These standards are critical in our collective effort to
make Retail Media a more accessible and integrated part of digital
advertising strategies across Europe and beyond."
"Retail Media Networks have already had a meaningful impact
on the digital advertising industry in a short period of time,"
said David Cohen, CEO,
IAB. "Working in conjunction with IAB Europe, we are
fostering a collaborative ecosystem to ensure that in-store Retail
Media is properly understood and utilised in an efficient and safe
manner, for all constituents to thrive in this ever-evolving
landscape."
As the in-store digital Retail Media landscape continues to
grow, these standards represent a crucial step toward technological
investment and the standardisation needed to drive further adoption
and cross-channel integration of Retail Media.
The new standards are now open for industry feedback until
1st November 2024, and we invite you
to send all comments to retailmediastandards@iabeurope.eu or
data@iab.com. IAB Europe and IAB have also planned further guidance
and education sessions to support implementation.
For more information, including the full set of
standards, visit the IAB Europe
website here or the IAB
website here.
About IAB Europe
IAB Europe is the European-level
association for the digital marketing and
advertising ecosystem. Its mission is to promote the interests
of the industry and enable cross-ecosystem collaboration amongst
its national federation and corporate members to
drive solutions to shared challenges and develop frameworks,
standards, and programmes that contribute to sustainable
growth and innovation.
About IAB
The Interactive Advertising Bureau empowers
the media and marketing industries to thrive in the digital
economy. Its membership comprises more than 700 leading media
companies, brands, agencies, and the technology firms responsible
for selling, delivering, and optimizing digital ad marketing
campaigns. The trade group fields critical research on interactive
advertising, while also educating brands, agencies, and the wider
business community on the importance of digital marketing. In
affiliation with the IAB Tech Lab, IAB develops technical standards
and solutions. IAB is committed to professional development and
elevating the knowledge, skills, expertise, and diversity of the
workforce across the industry. Through the work of its public
policy office in Washington, D.C.,
the trade association advocates for its members and promotes the
value of the interactive advertising industry to legislators and
policymakers. Founded in 1996, IAB is headquartered in New York City.
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SOURCE IAB Europe; Interactive Advertising Bureau (IAB)