Retail Media, Thought Leadership
Why Retailers and Brands Need Colateral in 2025
The world of retail marketing is being transformed—and at the heart of that transformation are retail media networks. By the end of 2025, retail media is projected to generate over $179.5 billion globally, making it one of the fastest-growing sectors in advertising.
This explosive growth represents a goldmine for retailers and brands alike. But with it comes complexity: consumer expectations, evolving technology, and a highly fragmented media landscape. Customers expect omni-channel experiences that are seamless, contextual, and relevant. Brands demand measurable ROI, speed, and efficiency.
To thrive, retailers must think beyond static in-store promotions or website banners. They need to build, operate, and scale sophisticated retail media networks—networks that unify digital and in-store marketing, support collaboration with brand partners, and provide the data needed to optimise every campaign.
This is exactly where Colateral excels.
Retail media has shifted from niche to essential. Today, it represents over 23% of all global ad spend, and it continues to redefine the way products are promoted across the path to purchase. Retailers have become media owners, and their stores—both physical and digital—are valuable advertising assets.
Key trends shaping the future of retail media networks include:
AI is now core to effective retail marketing. From dynamic pricing to personalised promotions, artificial intelligence enables real-time decisions that were impossible just a few years ago. In in-store marketing, AI is driving smart signage, dynamic content, and customer behaviour prediction—ensuring messages resonate.
The days of manual media buying are fading fast. Retail media networks are increasingly integrated with programmatic platforms, allowing brands to buy retail ad space with precision and speed. This is especially critical in omni-channel campaigns, where synchronisation across in-store, mobile, and online touchpoints is key.
The boundary between online and offline is disappearing. In-store marketing now includes digital shelf displays, interactive kiosks, gamified promotions, and mobile-triggered experiences. Effective retail media networks offer a blend of both physical and digital formats to create immersive, measurable brand interactions.
Retailers are partnering with tech providers, data platforms, and media giants to enhance the performance of their retail media networks. These alliances enable better targeting, more inventory, and smarter attribution—transforming retail estates into powerful, multi-channel media platforms.
Brands investing in retail media networks want clarity. They need standardised metrics, real-time reporting, and proof that campaigns are working. Retailers must meet this expectation or risk losing media revenue to more transparent platforms.
Despite the promise of retail media networks, many retailers are still stuck in the past:
This leads to missed revenue, brand frustration, and operational fatigue. Without integration, your retail media network becomes a tangle of inefficiencies.
Colateral is purpose-built to simplify and scale retail media networks. It brings together everything retailers and brands need to collaborate, launch campaigns, and measure success across both physical and digital environments.
With Colateral, you gain a single, centralised platform for managing all your retail marketing efforts—from in-store marketing displays to digital signage and programmatic ad placements.
Execute campaigns across stores, screens, and online channels—all from one intuitive dashboard. Ensure consistency across every customer touchpoint, whether it’s a shelf-edge display or a homepage banner.
Integrate with POS systems and access real-time campaign analytics. Use insights to optimise campaign performance on the fly, enhance your retail media network’s effectiveness, and drive revenue growth.
Automate the execution of campaigns—from approvals to deployment—reducing manual labour and cutting costs. One major retailer using Colateral achieved a 4x reduction in sales costs across its network.
Tailor content to regions, store types, or customer profiles. Launch localised in-store marketing campaigns quickly, and update hundreds of locations with minimal effort.
Enable your brand partners to book, manage, and track campaigns through a branded portal. This boosts participation in your retail media network, reduces administrative overhead, and strengthens partnerships.
Many retailers have unused or undersold ad space across stores and digital platforms. Colateral helps you identify, price, and package this inventory—turning your retail media network into a revenue-generating engine.
Colateral is not another generic marketing tool. It’s a retail marketing platform engineered specifically for the needs of retail media networks.
Our clients use Colateral to:
It’s the difference between managing chaos and mastering your media.
As onsite retail media matures, the frontier is shifting toward connected, data-rich, omni-channel retail media networks.
Retailers who embrace this shift will unlock new revenue streams, build deeper brand relationships, and improve the customer experience—online, in-app, and in store.
Colateral helps you get there. Fast.
If you’re serious about modernising your in-store marketing, unifying your physical and digital campaigns, and building a scalable retail media network, it’s time to talk to Colateral.
✅ Increase campaign speed
✅ Reduce operational costs
✅ Enhance visibility for brand partners
✅ Unlock new revenue from your retail estate
Book a demo today and see how Colateral can help you simplify, scale, and succeed in the competitive world of retail media.
Retail Media, Thought Leadership
The buzz around retail media is heavily dominated by online channels, and, more specifically, on-site....
Retail Media, Thought Leadership
Investing in in-store retail media can be daunting for retailers. Why? Because digital channels can...
