Retail-owned media will take $1.1 billion from traditional media by 2027
“A step change is underway,” Morgan Stanley analysts warn, saying that the rise of retail-owned media will take $1.1 billion from the traditional media companies by 2027.
“Retail media dollars will increasingly come from traditional media budgets,” a note by Morgan Stanley reads, predicting that point-of-sales promotions and in-store advertising controlled by the retailers will result in around 40 per cent “leakage” from budgets previously earmarked for radio, print, and television by 2027.
Makes total sense!
People arent loyal to supermarket brands, so why waste budget on mass media?
Who even looks at the full page ads in newspapers anymore?
Who even reads newspapers anymore??!!!
As someone who HAS been influenced by in-store POS countless times, this is a positive move for consumers and a pre-extinction message for the dinosaurs.
“Down, down, comms checks are down”