Welcome to the Brief, The Media Leader’s round-up of media news.
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Retail media isn’t going away. Instead, it will work in tandem with AI discovery, helping to close the sale on site after ChatGPT ads or responses capture and direct shopper attention.
Shoppers more than twice as likely to trust advertising that is personalised, finds dunnhumby report
The report shows that seven in 10 shoppers are likely to trust personalised ads, compared to generic advertising, which is trusted by just a quarter.
From the economy to Reform’s role in would-be migrants from France, the under-reporting of small, yet significant events will most likely see Labour get a kicking at the polls tomorrow, writes Ray Snoddy.
Retail media struggles with fragmented, self-reported measurement that is difficult to compare across platforms. It needs to change.
On the centenary of the Advertising Association, its President Andria Vidler, also CEO of National Lottery operator Allwyn, says that we need to back our own industry more.
From the arrival of AI in the consumer journey to the measurement of advertising effectiveness, we look back at a day that outlined an industry in the midst of transformation.
A category that cannot agree on how to measure what it does is poorly placed to absorb a fundamental change in how the customer journey works. It’s an issue that retail media needs to address, and quickly.
Much like McCarthy, brands are becoming more accountable because everything they say is now instantly verifiable by a machine that doesn’t care about your media spend or creative treatment, writes Chris Herbert-Lo.
Retail media turns creative effectiveness into a hard commercial case. You can confidently show a CFO exactly how a tailored, context-aware campaign drives proven results, writes Uber Advertising’s head of UKI restaurants.