Settling into her new role as Asda chief customer officer, Rachel Eyre sets out her priorities for how supermarkets can pack a marketing punch.

Amazon now counts 22m UK viewers on its Prime Video ad tier, the streaming giant announced at its annual upfront Wednesday. Notably, brands can also now reach 8 in 10 UK households via Amazon DSP.

To achieve the next phase of growth, retail media networks must move beyond being a trading desk and become true media owners. This requires a change in operating model. 

The incoming LHF TV and online ban offers brands an opportunity to be more innovative with their creative, trial new channels and rethink their media strategies.

The figure is 1.4 percentage points ahead of previous forecast, driven predominately by search, social and online display. Cinema and digital audio also had a big Q1.

The advertisers’ trade body will conduct a further quantitative study later this year in collaboration with MediaSense.

IAB Europe report also found that more partnerships are lasting longer than a year.

For brands, the combination of retail media and streaming allows them to move across the funnel to reach consumers earlier.

The platform will bring audience insights, media planning and activation, optimisation and measurement into one place. 

The group has also for the first time provided a split view of ad revenue, comparing how the top 350 largest global brands spend relative to SMBs.