Navigating the Future of Retail Media 2030
The retail media landscape is undergoing a seismic shift, driven by rapid technological advancements and evolving consumer behaviors. As we approach 2030, three pivotal trends are set to redefine the industry: the integration of Connected TV (CTV) with retail media, AI-driven hyper-personalization, and the rise of zero-party data. At the heart of this transformation is DooH Group, a leader in Digital Out-of-Home (DOOH) solutions, poised to empower brands and retailers to harness these trends effectively. Read our reflection on an original Emerce article by Ronald Kuin.
1. Integration of Connected TV with Retail Media
Current Landscape:
The fusion of CTV and retail media offers brands unprecedented opportunities to deliver targeted and interactive advertisements, directly linking viewing behaviors to purchasing decisions. Globally, this synergy is gaining momentum. For instance, Walmart’s acquisition of Vizio has enabled direct household access via Vizio’s CTV platform. In the Netherlands, Amazon is expanding its advertising ecosystem to include CTV through Amazon Fire TV, with plans to introduce video advertisements on Prime Video by late 2025.
Challenges in the Dutch Market:
Despite these advancements, the Dutch market faces specific hurdles:
- Lack of Standardization: Unlike the U.S., the Netherlands has a fragmented CTV landscape with multiple providers like KPN, VodafoneZiggo, and NLZIET, complicating consistent campaign execution.
- Limited Data Sharing: Privacy concerns and stringent GDPR regulations hinder seamless data exchange between retailers, CTV platforms, and advertisers, affecting targeting precision.
Future Outlook:
By 2030, as technologies standardize and measurement tools improve, these challenges are expected to diminish. Enhanced collaborations between media partners and retail media networks will facilitate more efficient campaigns. The increasing consumer demand for personalized, shoppable content will further drive the integration of retail media within CTV.
DooH Group’s Role:
DooH Group stands at the forefront of this evolution, offering expertise in integrating CTV into comprehensive marketing strategies. By bridging the gap between traditional DOOH and digital platforms, DooH Group enables brands to create cohesive, omnichannel campaigns that resonate both in physical spaces and on CTV platforms.
2. AI-Driven Hyper-Personalization in Retail Media
Emerging Innovations:
Retailers worldwide are leveraging Artificial Intelligence (AI) to craft personalized shopping experiences. Walmart’s Content Decision Platform uses AI to analyze customer preferences, while Amazon is testing generative AI tools to expedite audience segmentation. In the Netherlands, Bol.com employs AI for tailored newsletters and product recommendations.
Barriers to Adoption:
The widespread implementation of AI-driven personalization faces several obstacles:
- Cost and Complexity: Significant investments and technical expertise are required to deploy AI systems effectively.
- Data Privacy Regulations: Strict European laws necessitate transparent and compliant data usage, adding layers of complexity to AI initiatives.
Vision for 2030:
Despite these challenges, the tangible benefits of AI—such as enhanced customer engagement and increased sales—will propel its adoption. Advancements in AI accessibility and affordability will democratize its use, making hyper-personalization a standard practice in retail media.
DooH Group’s Contribution:
By integrating AI into DOOH campaigns, DooH Group empowers brands to deliver dynamic, contextually relevant content that adapts to real-time consumer behaviors and preferences. This approach not only elevates engagement but also drives measurable business outcomes.
3. The Rise of Zero-Party Data in Retail Media
Current Trends:
With the decline of third-party cookies and heightened privacy concerns, zero-party data—information voluntarily provided by consumers—has emerged as a valuable asset. Brands like Sephora and My Jewellery are pioneering this approach through preference centers and style quizzes, fostering transparency and personalization.
Adoption Challenges:
- Consumer Hesitancy: Customers may be reluctant to share personal information without clear value propositions.
- Integration Complexities: Incorporating zero-party data strategies into existing marketing frameworks demands new technologies and thoughtful execution.
Anticipated Developments by 2030:
As consumers recognize the benefits of data sharing, their willingness to provide zero-party data is expected to increase. Retailers will develop sophisticated data management systems to utilize this information effectively, making zero-party data integral to building customer loyalty and complying with privacy regulations.
DooH Group’s Strategy:
DooH Group facilitates the collection and application of zero-party data through interactive digital displays, enabling brands to gather valuable insights directly from consumers. This data informs personalized content strategies, enhancing customer experiences and fostering brand loyalty.
DooH Group: Pioneering the Future of Retail Media
In the dynamic realm of retail media, staying ahead requires agility, innovation, and strategic partnerships. DooH Group embodies these qualities, offering a comprehensive suite of services that include:
- Consultancy: Expert guidance on integrating digital signage into overarching marketing strategies.
- Hardware and Software Solutions: Provision of cutting-edge displays and intuitive content management systems.
- Content Creation: Development of compelling, brand-aligned content tailored to target audiences.
- Installation and Support: End-to-end service ensuring seamless implementation and ongoing maintenance.
With over 15 years of experience and a robust portfolio managing more than 4,500 active objects in the Netherlands, DooH Group is a trusted partner for leading brands seeking to navigate the future of retail media. The company’s commitment to innovation is evident in its scalable network, top-level security, and dedicated R&D department.
As we look toward 2030, the integration of CTV, AI-driven personalization, and zero-party data will redefine retail media. DooH Group is uniquely positioned to guide brands through this transformation, ensuring they remain at the forefront of industry advancements.
Explore how DooH Group can help future-proof your retail media strategy and elevate your brand presence—both in-store and beyond.
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DooH Group. Sustainable. Scalable. Secure. Your digital signage partner in a data-driven world.
How Brands Can Prepare for the Future—Starting Today
Forward-thinking brands don’t wait for trends to become mainstream—they act now. Based on the insights around CTV integration, AI-driven personalization, and zero-party data, here’s how you can lay the groundwork for long-term success with DooH Group as your strategic partner:
1. Build a Scalable DOOH Network
Start small or go big—either way, flexibility is key. DooH Group’s solutions are modular and scalable, meaning you can deploy a few screens today and scale to hundreds tomorrow. From retail stores and shopping centers to transit hubs and public spaces, we design networks that grow with your business.
2. Embrace Personalization Through Smart Content
DooH is no longer just about broadcasting one message to the masses. With our smart content management systems, you can personalize messages based on time of day, weather, location, or even product availability. Add AI-powered optimization and you’ll create a content engine that adapts in real time to your audience’s preferences.
3. Collect and Activate Zero-Party Data
Encourage consumers to share preferences via interactive screens, loyalty prompts, or QR-enabled polls. With this data, you can feed back into content personalization strategies—while staying compliant with GDPR and future EU AI regulations. DooH Group helps you navigate both the tech and compliance sides of this opportunity.
4. Explore CTV and Cross-Screen Integration
Our team works closely with retail brands and media agencies to explore cross-platform storytelling, where your in-store and out-of-home campaigns seamlessly connect to CTV experiences. Think: promoting a product on a city billboard and retargeting via an Amazon Fire TV ad later that night.
5. Invest in Sustainable Innovation
With DooH Group, you’re not just investing in attention-grabbing displays. You’re committing to a more sustainable future. Our displays are energy-efficient, built with recyclable materials, and supported by proactive maintenance systems that reduce downtime and waste. We align your tech stack with ESG goals and reporting needs—something that matters more than ever in a CSRD-driven Europe.
The DooH Group difference
What sets us apart isn’t just technology—it’s our partnership mindset. From our first advisory session to long-term strategic scaling, we walk alongside our clients to ensure their retail media investments generate lasting value.
- We don’t just install screens. We design customer experiences.
- We don’t just manage campaigns. We co-create media ecosystems.
- We don’t follow trends. We future-proof your business.
Whether you’re a retailer looking to monetize your in-store traffic, a media buyer ready to explore programmatic DOOH, or a brand aiming for omnichannel integration—DooH Group is your strategic partner in Europe and the Benelux.
