Harry Horn from Scala explains in his Year in Review why 2024 was and 2025 will be the year of retail media for the company.
2024 was a year in which Scala demonstrated how, by leveraging decades of experience in digital signage and integrated solutions along with our sister companies within the Stratacache group, PRN and Walkbase, we are best placed to help retailers and premises owners transform their display networks into a lucrative in-store advertising opportunity.
As Scala reflects on a year of transformative achievements, it is already looking forward to 2025, a year expected to bring even greater opportunities as retail media networks expand and mature.
A year of defining moments
Recognizing the immense potential of turning physical retail spaces into dynamic advertising platforms, Scala doubled down on its efforts to lead the conversation around in-store retail media.
Scala produced three high-profile European RMN events. In April, Scala partnered with the Retail Technology Show in London to launch “What’s in Store for Retail Media Event.” This was the first European version of the conference following the launch of the event by our parent company Stratacache in New York at NRF. Industry leaders gathered to explore the transformative role of retail media networks in driving new revenue streams for physical stores while delivering impactful advertising for brands.
The momentum carried into September when Scala took its expertise to Cologne for a follow-up event at Dmexco, The event strengthened Scala’s reputation as a thought leader in retail media, offering insights into the latest technologies and strategies shaping the sector.
November saw Scala host an intimate “Night of in-store Retail Media” in Paris, ahead of Tech for Retail.
Elevating Retail Media Visibility
Scala’s influence wasn’t confined to its own events. The company made waves at key trade shows throughout 2024, unveiling a new booth that highlighted its retail media network solutions. This strategic presence at trade shows allowed Scala to connect with retailers, brands, and partners, demonstrating how its solutions integrate advanced digital signage with data-driven advertising tools to deliver measurable results.
Strengthening Partnerships
In November the announcement was made that PRN was chosen to manage the advertising network for Basic-Fit, Europe’s largest fitness chain. Scala, having worked with Basic-Fit for more than 12 years, played a crucial role in laying the groundwork for this collaboration.
In December, when IAB Europe released its final standards and definitions for in-store retail media. Scala was recognized as a key contributor to these standards which provide a much-needed framework for an industry that is rapidly evolving. By helping define how in-store retail media is understood, Scala positions itself as a trusted voice in shaping the sector’s future.
Leveraging innovation
Scala’s commitment to innovation was on full display with the launch of a dedicated showroom in Madrid, offering partners a hands-on experience with its technologies. We are now preparing to open a second showroom in London.
In addition to its retail media advancements, Scala introduced new solutions tailored to the quick-serve restaurant (QSR) sector and ongoing work across a diverse range of spaces, including transport hubs, cultural institutions, and entertainment venues, where our high-quality digital signage and integrated solutions continue to drive engagement and operational efficiency.
Looking ahead to 2025
Scala is entering 2025 with a clear vision for growth. Retail media will remain a cornerstone of its strategy, as more retailers and other venues such as gyms, restaurants, and transport hubs, recognize the value of in-store advertising networks. Scala, as part of the Stratacache family of companies, is poised to help these spaces unlock new revenue streams by streamlining operations and providing robust analytics to attract and retain advertisers.
The company is also preparing for its next major event, returning to London on April 1, 2025, for another installment of “What’s in Store for Retail Media Networks.” This event will build on the success of its predecessors, bringing industry leaders together to explore the latest trends and innovations.
