The future of retail media is bright, but a cluttered market threatens to act as a barrier to exponential growth.
Advertisers should plan for the next phase of e-commerce: the decentralised approach, says Lawrence Dodds, client director at UM London
Advertisers need to be clear on their strategies before jumping on the shoppable media trend, argues Lawrence Dodds, client director at UM London.
Before 5G rolls out, brands should step back and think very carefully about how they can use new formats to truly enhance the customer journey.
In a world overloaded by information, Lawrence Dodds explains why cultural moments matter to advertisers now more than ever.