Retail Media Therapy: Maurits Priem on the Future of Retail Media and Responsible Advertising

What does it take to build a successful retail media network, and how can the industry grow without losing sight of its responsibilities?

In this episode of Retail Media Therapy, Viv Craske and Colin Lewis welcome retail media heavyweight Maurits Priem, who brings more than 30 years of experience across FMCG, advertising, data platforms and retail media, including seven years leading the retail media network at Ahold Delhaize.

Maurits shares his thinking on the three essential ingredients of media success: first-party reach, first-party data and first-party technology. Through his 'Media Cube' framework, he explains why building strength across all three dimensions is capital-intensive, why scale matters, and what strategies smaller and specialist retailers can adopt to compete.

He also explores why building a retail media business is fundamentally different from selling bananas. From changing traditional supplier relationships to breaking down organisational silos, Maurits explains why change management is often the biggest challenge facing retail media networks.

The conversation turns to the power of in-store media, including the unexpected circumstances that kickstarted Ahold Delhaize's digital screen business during COVID. Maurits explains why physical retail remains such an important media channel, highlighting its mass reach, untapped advertising potential and ability to create experiences that digital channels and television cannot replicate.

Finally, Maurits introduces his framework for responsible advertising, built around four dimensions: emissions, data, content and context. He makes the case that responsibility isn't simply a moral obligation but a competitive advantage, showing how better advertising decisions can build trust, improve performance and deliver commercial benefits.

In this episode:

• The Media Cube: reach, data and technology.
• Why scale could lead to a winner-takes-all retail media market.
• The banana analogy and the importance of organisational change.
• Breaking down silos and building the retail media 'golden triangle'.
• Why in-store media deserves a bigger place in media plans.
• The four dimensions of responsible advertising.
• Why retailers and brands can do well by doing good.

Plus, a challenge to the industry: who will be first to launch a CPM discount model for sustainable brands?

Grace & Co | Retail Media Experts

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EP56: McDonald’s, Best Buy & CitiBank – The Expanding World of Retail Media

Viv Craske and Colin Lewis explore three major developments reshaping the industry. From McDonald’s ambitions to build a billion-dollar media business to Best Buy’s move into creative production and Citi’s commerce media network, the message is clear: retail media is becoming much bigger than ever before.

McDonald’s enters the retail media game

McDonald’s has announced plans to launch a media network, targeting $1 billion in revenue. But is there enough detail behind the ambition? Viv and Colin explore the potential of McDonald’s extensive first-party data, global footprint and evolving app strategy, asking whether the real opportunity lies in audience insights as much as advertising inventory.

Best Buy becomes a creative production powerhouse

Best Buy is positioning itself as more than a media seller, investing in a 70,000-square-foot production facility complete with sound stages, audio suites and influencer capabilities. Could offering creative services help retail media networks capture more value from advertisers? The hosts debate the commercial potential, margins and changing definition of core competencies.

Citi makes its commerce media move

With visibility across spending in travel, dining, entertainment and other categories, Citi is entering the commerce media space with audience insights, paid media and closed-loop measurement. Viv and Colin discuss the value of cross-category transaction data, how it compares with SKU-level insights, and why banks could become powerful media players.

Brought to you by Grace & Co the marketing and commerce consultancy.

Visit retailmediatherapy.com and follow the podcast for more.

Grace & Co | Retail Media Experts

Hosted on Acast. See acast.com/privacy for more information.

In this episode of Retail Media Therapy, Dean Harris joins Viv Craske and Colin Lewis for Score My Strategy.

Dean assesses six strategic opportunities for a growing retail media network, scoring each out of 10 and explaining where retailers should focus their investment, resources and attention.

The central message: build a strong core business before chasing the next big opportunity.

Key discussion points:

1. Self-serve advertising

Self-serve can appeal to large brands and agencies with performance marketing teams, but it is not a guaranteed revenue generator. Retailers must consider their audience scale, competitive advantage, data quality, permissions, governance and technology investment before launching.

2. Agency engagement strategy

Once a retail media network has established a stable business and strong relationships with existing brand partners, agency engagement becomes essential. Success requires structured, long-term relationship building, clear differentiation, relevant insights and a compelling value proposition - not simply sending emails or requesting meetings.

3. Off-site media

Using retailer first-party audiences across platforms such as Meta, Google, TikTok, Pinterest and Reddit can extend campaign reach. However, retailers must understand the margin implications. Off-site activity may increase revenue while reducing net profit, particularly if it cannibalises higher-margin, retailer-owned media.

4. In-store digital screens

Screens can demand significant upfront capital expenditure, partner investment and long-term commitment. Retailers should assess incremental value, payback periods and the risk of shifting existing revenue between channels.

5. Influencer marketing

Influencer activity is an emerging opportunity, but its relevance depends on the retail category. Health and beauty may benefit significantly, while grocery networks may have more pressing priorities. Dean stresses the importance of saying no to good ideas to protect strategic focus.

6. AdTech orchestration

Improving connectivity and simplifying operations across media channels should be a priority. Retailers do not necessarily need a costly, all-in-one orchestration platform; they need to make their channels work together more efficiently for clients.

7. Creative solutions

Creative strategy is often undervalued in retail media. Dean highlights Co-op's co-creation approach, where dedicated creative and strategic planning can improve campaign performance and brand engagement. As campaigns span in-store, online, apps, CRM and off-site channels, joined-up creative becomes increasingly important.

Key takeaway:

Retail media growth is not about launching every new product or following industry trends. It is about prioritising opportunities that fit the business model, deliver incremental value and strengthen client relationships. Invest in the core, understand the economics, improve operational connectivity and make creativity a bigger part of the strategy.

Grace & Co | Retail Media Experts

Hosted on Acast. See acast.com/privacy for more information.