Retail media is establishing itself as one dentist data of the most relevant trends in the European advertising landscape, with an ever-increasing impact also in Italy. However, the Italian market, despite recording constant growth, shows lower values than Germany, France and the United Kingdom. According to GroupM, the value of retail media in Italy is estimated at around 400 million euros, with a growth of 13.8% compared to 2023 and a share of 6.4% of total advertising investments.
Michael Cacciatore , Vice President South Europe at Pricer , analyses the potential of this sector in our country: “Retail media continues to gain ground in the European advertising market and, undoubtedly, represents one of the most discussed topics in the marketing world”.
A challenging but promising context
Several factors influence the pace of growth of retail media in Italy, including a high level of market fragmentation and limited three characteristics of great data analytics projects technological maturity. Furthermore, companies’ reluctance to share big data represents a further obstacle. However, the distribution sector seems increasingly ready to invest in new solutions to diversify revenues and improve the consumer shopping experience. At an international level, giants such as Walmart and Albertsons in the United States, and Carrefour in Europe, have already understood the potential of this market, developing advanced platforms to offer targeted advertising solutions. Also in Italy, companies such as Conad and Selex are exploring retail media strategies to optimize customer relationships and maximize sales opportunities.
The Role of Technology in Retail Media
The adoption of advanced technologies is transforming retail media from a simple promotional tool to a strategic lever for consumer engagement. “Smart electronic labels, for example, represent a turning point for in-store retail media: not only do they allow dynamic price updates, but they also create a direct communication channel between brands and consumers,” Cacciatore emphasizes. According to a Pricer study, 57% of customers want more details about products beyond just the price, while 49% would appreciate greater digitalization of shelves. These needs highlight the importance of innovative solutions, such as digital signage and smart carts, to improve the customer experience and encourage impulse purchases.
The Future of Retail Media in Italy
The outlook for is extremely positive: according to Boston Consulting, the global market will grow 25% annually, reaching $100 billion in the next five years. Furthermore, GroupM predicts that by 2028, advertising sales will exceed television revenues. To capitalize on these opportunities, Italian retailers will need to invest in more effective omnichannel strategies and professionalize advertising campaign management. The creation of dedicated teams and the support of specialized agencies will be essential to structure a competitive offering.