Episode 9: Wolt Predicts the Death of Retail Media – and That's Actually Good News

In this episode, we meet Catalina Salazar, Global Senior Director of Retail Media at Wolt, who shares her perspective on how one of Europe's fastest-growing delivery platforms approaches retail media as a strategic discipline. We discuss how advertisers can get started with a test-and-learn setup, and how Wolt's transactional data creates deeper consumer insights and strengthens overall media buying. At the same time, Catalina challenges the conventional view of retail media as a purely performance-driven channel - and argues that the next frontier is about elevating brand storytelling. She even predicts the "death" of retail media in its current form, and her take on what that means for the future of advertising is a perspective you won't want to miss. We explore the growing potential of strategic partnerships, the importance of continuous learning, and how brands can build a genuine understanding of their customers through retail media data. Our hosts Christina Schaarup and Mads Albers both work across areas that intersect with retail media and are convinced it has a bright and significant future in Denmark. They invite experts and practitioners from Denmark and abroad to share their strategies, analyses, and experiences in forging new, groundbreaking connections between retailers, brands, and consumers. The podcast is produced by dentsu denmark in collaboration with Adform and is made by PODADS Productions. Vi udforsker det lovende potentiale indenfor Retail Media set med danske øjne og ser på, hvad vi kan lære af den rivende udvikling i udlandet i forhold til den spirende udvikling herhjemme. Vores værter Christina Schaarup og Mads Albers arbejder begge inden for områder, der berører Retail Media og er overbeviste om, at det har en stor og lysende fremtid i Danmark. De inviterer eksperter og aktører fra ind- og udland i studiet for at høre deres strategier, analyser og erfaringer med at skabe nye banebrydende forbindelser mellem retailere, brands og forbrugere. Mere sulten på nye indsigter i mediemarkedet? - Læs Dentsu’s 2024 udgivelse om udviklingen på mediemarkedet. Her finder du også et zoom på Retail Media. Se den her: https://www.dentsu.com/dk/dk/mediemarkedet-2024 Podcasten er lavet af dentsu denmark i samarbejde med Adform og er produceret af PODADS Productions.   Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.