Introducing Europe’s First Retail Media Report Card
The Mars Agency expands its universal tool for the effective assessment and comparison of retail media platforms
To help brand clients efficiently evaluate their spending options across retail media networks in Europe, The Mars Agency developed a scorecard that assesses the capabilities of leading platforms across the key criteria required to optimally plan, execute, and measure effective retail media programs. We use this scorecard — alongside broader assessments of each network’s role in the overall brand-retailer partnership — to help clients begin identifying “best bet” investments for their media dollars.
“Like our U.S. counterparts have witnessed, the proliferation of retail media throughout Europe has become an incredibly powerful tool for brands to reach their target audience effectively,” says Katrina Smart, Commerce Media Director, Europe, The Mars Agency. “Still, it brings many complexities that can prevent brands from allocating their investments wisely.”
Now, to encourage the development of industry standards for effective evaluation that can improve the collaborative process between retailers and brands, The Mars Agency is publicly sharing an abridged version of this scorecard indicating where networks exceed expectations.
Available on TheMarsAgency.com, the industry’s first-ever “European Retail Media Report Card” evaluates the capabilities of nine leading networks in three of Europe’s most established markets (UK, France and Germany). The report establishes “table stakes” in seven critical performance areas: Robust Audience Targeting, Measurement, Self-service/Automation, Reach/unique Audience, Offsite Opportunities, Platform Integration, and finally, Transparency.
Retail Media Networks evaluated include:
- Amazon Ads Europe
- ASDA Media Partnerships
- BMG
- REWE Group
- Nectar 360
- Tesco Media and Insight Platform
- Unlimitail
- Infinity Advertising
- ConsoRégie
The U.S. team has released 4 versions of this report card over the past year and seen a lot of interest from both brands and retailers. The agency’s Australian team also recently released their first edition in August.
“The Mars Agency is influencing and managing one billion dollars in retail media globally, and this expansion of our Report Card is our investment to another region experiencing immense growth,” says Ethan Goodman, EVP of Commerce Media.
“We took learnings from our U.S. team and worked closely with retailers here to develop this as a tool to help both sides,” explains Smart.
The Report Card will be updated on a quarterly basis to reflect the ongoing efforts of these networks to improve their capabilities and build stronger, more effective partnerships with brands. The Mars Agency plans to add additional retailers and more European markets to the analysis and refine the criteria as needed based on the evolving needs of the marketplace.
