IAB South Africa Publishes Retail Media Playbook for Local Industry
· 2h ago · Originally reported by The Media Online
IAB South Africa has released a retail media playbook aimed at guiding publishers, retailers and advertisers in the region. The roundup also mentions Jacaranda FM's brand refresh and a KFC campaign with Ogilvy, but the retail media guidance is the industry-focused item.
Why it matters
Retail media is one of the fastest-growing ad channels globally, and formal guidance helps South African publishers and retailers build standards and advertiser trust.
Explain it like I’m new here
It's like stores that sell ads next to their shelves finally getting an instruction manual on how to do it properly.
Read the original at The Media Online
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
IAB (Interactive Advertising Bureau)
The IAB (Interactive Advertising Bureau) is the US-based trade association for the digital advertising and media industry, founded in 1996, which publishes research, guidelines and policy positions.
Retail media
Retail media is advertising sold by retailers, on their own websites, apps and stores or elsewhere using their shopper data, letting brands reach customers close to the point of purchase.
Campaign
A campaign is an organised set of ads with a shared goal, budget, audience and time period, run across one or more channels and measured against defined KPIs.
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