James Hanscomb, Head of eCommerce at GroupM Services UK and EMEA, knows media. GroupM includes powerhouse agencies including Mindshare, MediaCom, and Wavemaker, and is responsible for more than $63 billion in annual media investment. We sat down with James for the latest episode of our Retail Media Moment video series to learn about his experience working with clients on Retail Media strategies.

When it comes to Retail Media, James shares that all verticals are evolving their strategies in more sophisticated ways. And while a lot of his time is spent working with brands in the fast-moving consumer goods (FMCG) space, he thinks all sectors can learn from each other about ways to better target their audiences. For instance, the electronics and gaming verticals leverage historical transaction data, whereas FMCG mainly leverages contextual data.

Until recently, clients weren’t necessarily integrating Retail Media into their omnichannel journey and James believes that’s a miss if marketers are looking to effectively communicate across channels. Watch the video below for more of James’s Retail Media expertise!

James says Retail Media will continue to evolve as media owners further embrace it, focusing on inventory and building data-driven tools and formats to better plan and measure campaigns. When asked what his question for the industry is, he said “Retailers, why don’t you answer my call?”

Looking for more Retail Media insights from industry experts? Watch our last episode, featuring Meghan Lavin, Director of Marketing at digital marketing agency, Catalyst.

Kelsey Wahl

A Buffalo native, now living in Brooklyn, Kelsey is a content marketer who also enjoys teaching yoga, going to the movies, and searching for NYC’s best chicken wings. She loves animals and has to resist the urge to adopt every cat and dog she sees.

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