AI Summary
5 min read"Un foyer sur trois" — that is the retail media reach Alban Schleiniger, managing director of Values, describes for his company's unified network of 18 French retail banners. For brands like Danone or Coca-Cola, that means a single ad buy can now reach the equivalent of a major TV audience. The sector is already worth over €1 billion in France, growing 18% in the first half of the year, and it is still far from maturity.
What retail media actually is
Retail media is the strategy of placing advertising on a retailer's own channels — websites, apps, in-store screens, radio, and even print magazines. The fundamental promise is simple: it allows a brand to get in direct contact with a retailer's customers at the point of purchase or consideration. Schleiniger points out that this is not entirely new — the "têtes de gondole" (end-of-aisle displays) of the 1990s were a primitive form of retail media. What has changed is the scale, the targeting, and the ability to measure.
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What you'll learn
- 1 (01:15) **Introduction: Retail Media – Definition and Market Size** - Claire Koranski, co-founder of Lemrock, and Alban Schleiniger (Values) define retail media as advertising on retailer websites and in-store.
- 2 (03:25) **The Power of In-Store Screens (DOH)** - Explains how digital-out-of-home (DOH) screens in stores create a massive, television-like audience for brands.
- 3 (04:08) **Market Consolidation: The Values & Infinity Advertising Merger** - Discusses the merger between Values (Mullier family) and Infinity Advertising (Les Mousquetaires) and its initial results.
- 4 (05:09) **Vertical-Specific Development: Food vs. DIY & Textiles** - Examines how retail media adoption varies across different retail sectors.
- 5 (06:25) **The Return of the Magazine & In-Store Media** - Argues that physical media like magazines and in-store audio/radio are regaining strength alongside digital channels.
- 6 (07:44) **Programmatic In-Store Audio: A Success Story** - Details how in-store audio networks, like Boulanger’s, are now accessible programmatically.
- 7 (10:24) **The Omnichannel Roadmap: 2026-2027 Focus** - Outlines Values’ strategy to unify measurement across all touchpoints (in-store, web, audio, external audience extension).
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Show Notes
Ce samedi 12 septembre, Eva Jacquot a reçu Alban Schleuniger, directeur de l'activité Retail Media France chez Valiuz, Claire Koralewski, directrice générale de Médiaperformances, et Roxane Lemrock, cofondatrice et directrice générale de Lemrock, dans l'émission Focus Retail sur BFM Business. Retrouvez l'émission le samedi et réécoutez la en podcast.
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