Antonio Janeiro, General Manager of in-Store Media Spain, shares the company’s recent achievements, his vision on retail digitalization, and how strategic agreements like the one with Unlimitail/Carrefour are redefining the advertising landscape in Spain.
To provide some context:
1. Could you tell us about the development of in-Store Media in Spain over the past year and how its approach to Retail Media has evolved?
Our company was a pioneer in managing communication at the point of sale. For over 25 years, we’ve developed and managed advertising spaces in retail environments, helping brands connect with shoppers through innovative communication solutions that leverage the power of data. How has our approach evolved? Clearly towards omnichannel strategies, aiming to seamlessly integrate the physical and digital worlds to provide a more complete and effective experience.
While online commerce has grown significantly, physical stores remain the preferred shopping space. The key lies in using data and technology to create personalized and coherent campaigns across all channels, ensuring brands can connect with shoppers at the precise moment of their decision-making process.
In terms of growth, our results last year were outstanding: we achieved a turnover of €80 million, marking a 12% increase compared to 2022, a historic milestone in our journey of development and expansion. Moreover, the first half of 2024 has maintained this upward trend, confirming our goal of reaching €100 million in turnover this year, solidifying the strategic decision we made to bet on Retail Media from the start.
2. What impact has the agreement with Unlimitail had, and what trends have you observed in this sector over the past year?
The agreement with Unlimitail focuses on developing, marketing, and operating advertising circuits within Carrefour stores, prioritizing innovation in advertising formats and the digitalization of physical retail spaces. Collaborating with Unlimitail to manage one of the country’s leading retailers strengthens our leadership in the sector and significantly expands our market presence.
Undoubtedly, retailers increasingly view Retail Media as a fundamental tool to engage with shoppers. The growth of Retail Media in Spain over the past decades validates our belief that the point of sale is a strategic environment for brands. As Retail Media gains prominence in the Spanish market, companies like ours play a pivotal role in the sector’s expansion, thanks to our extensive experience.
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3. What is the expected impact of this agreement with Carrefour in terms of coverage and advertising opportunities?
This new agreement involves the development of 7 new advertising circuits in Carrefour stores, including 5 digital screen circuits (DOOH). Combined with our existing circuits, this creates a total portfolio of 28 different advertising circuits.
As mentioned, Carrefour is one of the country’s most important retailers, with a 10% market share, making it a key player for brands developing multiretailer strategies. Thanks to this agreement, in-Store Media has achieved significant coverage in the Spanish market, reaching 90% of the hypermarket share in Spain.
This operation’s scale allows us to offer advertisers a unique platform to effectively connect with shoppers. We anticipate that these new advertising opportunities will boost both brand visibility and sales conversion through data-driven solutions and innovative in-store experiences. Simultaneously, with a comprehensive portfolio, we aim to provide shoppers with a tailored and engaging shopping experience.
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4. How has in-Store Media Spain’s team grown, and what skills have been key to this?
In 2023, we not only reached a significant milestone in turnover but also expanded our global team with over 35 new hires, representing a 17% net growth in our workforce compared to the beginning of the year. We strengthened key areas such as data management and online business.
in-Store Media Spain accounts for 30% of the company’s volume, continuing its upward trend thanks to new contracts, entry into new verticals, and enhanced online influence.
Most importantly, this growth is consistently accompanied by our commitment to delivering the highest service quality, which is comprehensive and includes advisory, production, implementation, reporting, and continuous improvement. In 2024, we remain aligned with this growth trajectory to execute strategic plans and achieve our goals.
5. What is your vision for the future of Retail Media in Spain, and what role will in-Store Media play in its evolution?
Retail Media in Spain is expanding rapidly and will continue to grow as brands increasingly recognize the value of directly impacting shoppers at the point of sale. Digitalization will undoubtedly be a key driver in this evolution, and we will play a central role, leading the market through innovation, point-of-sale digitalization, and omnichannel strategies.
The future of Retail Media in Spain will be marked by omnichannel integration between online and offline channels, essential for offering a more seamless and personalized shopping experience. In this context, partnering with a specialized company like in-Store Media will enable retailers to efficiently manage the complexity of coordinating campaigns across multiple platforms.
Moreover, the unstoppable advancement of data management will allow us to deliver more precise and personalized advertising strategies, enhancing both the value of advertisers and the relevance of campaigns for consumers.
We will continue to provide added value to brands and retailers by developing innovative communication solutions, maximizing advertising value, and optimizing operations. Simultaneously, we will integrate advertising into the natural shopping process with non-intrusive solutions that use data to ensure messages are relevant and useful.
We firmly believe Retail Media will become a cornerstone of future marketing strategies. Our mission is to lead this sector with our expertise, delivering innovative solutions that guarantee excellence.
