Nearly 400 Mediamarkt and Saturn stores in Germany are introducing retail media. The in-store ads complement the existing online advertising options and will be rolled out across Europe.
The consumer electronics chain Mediamarkt and Saturn is launching in-store retail media in all its European branches. Brands can no book ads on the digital signage displays inside stores in Germany, stores in Austria, Hungary, Luxembourg, Turkey, and the Netherlands. Germany is the biggest market for chain with 399 locations. Altogether, the in-store ads are now available in 627 stores. Mediamarkt’s other European markets – Spain, Switzerland, Belgium, Italy, and Poland – are to follow.
In addition to broad reach, the main advantage for advertisers is the Media-Saturn holding company’s extensive database, reportedly comprising 40 million loyal customers. Previously, this data was only accessible to online advertisers, who could use it to place product ads, sponsored brand ads, or A+ content on Mediamarkt and Saturn webshops.
Stores responsible for the majority of sales
Now, advertisers can leverage customer data from all sales channels for in-store targeting. “Since the majority of our sales come from brick-and-mortar stores, integrating in-store transactions into the customer journey is a logical and crucial step to provide 360-degree retail media coverage,” says Torsten Ahlers, Managing Director of Media-Saturn Marketing.
Endemic brands, in particular, stand to benefit from detailed ROAS (return on ad spend) analysis based on POS data. “We can accurately track the impact of communication from awareness to transaction. Additionally, we will soon provide our endemic customers with comprehensive omnichannel reporting,” says Torsten Ahlers.
Austrian network already available at Goldbach
Mediamarkt-Saturn launched its omnichannel advertising platform in 2022. Until now, the platform only offered online placements, not on digital signage screens in stores. Austrian stores were an exception: their nearly 8,000 screens were already available for programmatic booking at Goldbach Austria.
Mediamarkt-Saturn reports that the rollout of in-store ads is already underway in Switzerland and Spain, with completion expected by the end of this year. Presumably in the following year, the service will expand to Belgium, Poland, and Italy – where the chain operates under Mediaworld.