Retail media is not a limited time offer – here’s how latecomers can capitalise
Retail media is exploding into a billion-dollar market, yet the majority of retailers are still sitting on the sidelines letting first movers take the spoils. In this op-ed, Kees De Jong, founder of Uncommon Media, explains why now is actually the optimum time to get off the bench and into the game.
Retail media has rapidly transformed from a novel experiment into a cornerstone of Australian media plans over the couple of years. While early adopters, mostly the larger retailers, have reaped the benefits, the window of opportunity is far from closed for others interested in expanding their monetisation opportunities.
Indeed, there’s a perfect storm of market conditions brewing in 2025 which mean that even for retailers yet to launch their own media offerings, now is the ideal time to enter the fray and claim a slice of this burgeoning market.
The major factors now coming together in Australia are tighter privacy regulations, growing advertiser demand for measurable ROI, and the increasing sophistication of first-party data strategies.
