Retail Media Networks in Spain

It is undeniable that Retail Media is on everyone’s lips. A Boston Consulting Group study estimated that global spending on Retail Media in 2023 reached $110 billion. And this figure is expected to continue growing at a rapid pace.

As we explained in our previous post, in this context of sustained growth, Retail Media Networks are constantly on the rise. Retail Media Networks (RMNs) are advertising platforms developed by retailers that allow brands to purchase advertising space within the retailer’s digital and physical channels. These networks use first-party data obtained directly from consumers, allowing for advanced targeting and personalisation of ads. Advertising spaces in RMNs can include websites, mobile apps, streaming services and displays in physical stores. The main objective is to reach consumers more effectively at the point of purchase, improving both the user experience and conversion rates for brands.

And what is driving this continued growth in these networks?

Why are so many retailers launching Retail Media Networks?

There are a number of reasons behind the frenzy surrounding the creation of RMNs. The first is the “Amazon effect”: retailers have seen how lucrative selling advertising space in Retail Media has been for this giant, and they want a piece of the cake (and in many cases, they’re getting it). Every one of the 10 largest retailers in the United States today has a Retail Media Network.

But what about Spain? What’s the situation like there?

Just as is happening around the world, Retail Media Networks are rapidly gaining ground in Spain. They are transforming the way brands and retailers interact with consumers and optimising their marketing strategies. A report published by WPP and e-marketers estimates that Retail Media will account for almost 60% of media investment in Spain by 2026. And retailers in Spain are jumping on the RMN creation bandwagon to avoid missing out on their share of the cake.

What audience do Retail Media Networks have in Spain?

In Spain, RMNs are rapidly gaining popularity due to the rise of e-commerce and the digitisation of retail. Spanish consumers are increasingly accustomed to buying online, which has increased the audience for these networks. According to Statista data, e-commerce in Spain exceeded €50 billion in 2023, and is expected to continue growing in the coming years. This increase in online purchases translates into a larger audience for RMNs, as more consumers interact with retailers’ digital channels.

In addition, the adoption of mobile devices and the use of shopping apps are on the rise in Spain. An IAB Spain study reveals that 94% of Spanish internet users aged 16-70 use their mobiles to access the internet, and a large proportion of these users make purchases through their phones. This trend increases the reach and effectiveness of advertising campaigns on Retail Media Networks, as ads can be highly personalised and displayed at key moments in the purchase process.

What are the most used Retail Media networks in Spain?

Currently, there are about 15 retailers in Spain that have Retail Media networks. Let’s look at a sample to understand how this market is structured in our country:

The big and global ones

These are the big retailers with a global presence:

• • Amazon Advertising: Amazon is one of the largest and most advanced Retail Media platforms worldwide. Its presence in Spain is significant, and it offers brands a wide range of advertising options, from sponsored ads to display and video ads. Amazon uses detailed purchase data to target audiences and improve ad relevance, increasing conversion rates and campaign effectiveness.
  • Carrefour: Carrefour has developed its own Retail Media network, known as Carrefour Links. This platform allows brands to purchase advertising space within its digital and physical channels. Carrefour uses purchase behaviour data to deliver personalised and relevant ads, improving the user experience and increasing sales for brands. In addition, Carrefour has also signed an agreement with the advertising group Publicis Group, through which it can also use its Retail Media network, Unlimitail. This network provides a broader and more collaborative solution for Retail Media advertising across multiple retailers.

Those operating in several European countries

• • Mano Mano: Specialising in DIY, gardening and homeware, Mano Mano is an e-commerce platform that operates in several European countries. Its Retail Media network allows brands to target a specific audience interested in DIY and gardening products, using purchase behaviour data to improve ad relevance.
  • MediaMarkt: Specialising in electronics and technology, MediaMarkt has developed a robust Retail Media platform. It offers brands the opportunity to advertise on its website, mobile apps and in physical stores, using detailed customer data to target and personalise ads.
  • Atida: Atida, formerly known as Mifarma, is one of the leading health and wellbeing platforms in Europe. Its Retail Media network allows pharmaceutical and health brands to advertise effectively, using purchase behaviour data to segment audiences and improve ad relevance.

Those operating only in Spain

• • PcComponentes: This online store specialising in electronics and technology has developed its own Retail Media network. PcComponentes allows brands to target a highly segmented audience of technology and hardware enthusiasts, using purchase behaviour data to improve the effectiveness of ads.
  • Promofarma: Promofarma is an e-commerce platform specialising in health and beauty products. Its Retail Media network allows cosmetics and personal care brands to advertise to a specific audience interested in these products, using first-party data to personalise ads and improve conversion.
  • DIA: The supermarket chain DIA has developed its own RMN to allow brands to advertise both in its physical stores and on its e-commerce platform. Using purchase behaviour data, DIA offers personalised ads that enhance the shopping experience and boost sales.
  • Kiwoko: Specialising in pet products, Kiwoko has created a Retail Media network that allows pet food and product brands to reach a specific audience of pet owners. Using purchase behaviour data, Kiwoko can deliver personalised and relevant ads that increase the effectiveness of advertising campaigns.

Below is a list of the Retail Media Networks operating in Spain. This list details whether it’s a retailer with a physical store or a marketplace, and the technologies it uses, both for on-site advertising and off-site advertising.