Netto Marken-Discount Expands Retail Media Offering

The new offer includes screens in checkout areas and digital totems at store entrances, available to a wider range of national and regional advertisers, including those outside the traditional fast-moving consumer goods (FMCG) sector.

This move will provide brands with the opportunity to directly reach a large customer base in the shopping environment.

In collaboration with retail media specialist Marketing of Moments (MoM) and Edeka headquarters, Netto Marken-Discount aims to provide advertisers with centralised access to the in-store digital advertising space.

Netto Marken-Discount’s digital platforms are now connected to One Tech Group’s in-store retail media platform, enabling efficient, data-driven campaign management and programmatic bookings, ESM reports.

New Opportunities

The expansion also provides existing partners with access to new opportunities, such as data-driven campaign delivery and success measurement.

Netto Marken-Discount plans to further develop its retail media offerings by integrating additional digital touchpoints, marking a strategic advancement in its in-store communications and advertising portfolio.

Christina Stylianou, head of corporate communications at Netto Marken-Discount, commented, “Twenty-one and a half [21.5] million people shop weekly in our approximately 4,400 stores nationwide. By opening our digital advertising space to new sectors, we are creating attractive opportunities for brands to be present directly in the shopping environment.”

Benedikt Blaß, managing director of MoM, added, “Retail media is one of the most exciting growth markets in digital advertising. The collaboration with Netto Marken-Discount makes it possible to create a strong network that offers brands a direct connection to consumers – precisely where over 21.5 million people spend time every week and where purchasing decisions are made.”