Retail media is growing rapidly, but across South Africa the opportunity is still developing faster than the shared standards, measurement and ways of working needed to support it.
For this reason, the IAB South Africa Connected Commerce Committee has developed the Connected Commerce Retail Media Playbook as a practical supporting guide for the industry. It is designed to give brands, agencies, retailers and technology partners a shared language and practical frameworks to help plan, activate and measure retail media more consistently.
The playbook takes a distinctly South African view of the opportunity, recognising our sophisticated formal retail sector alongside the scale of informal trade, our mobile-first and price-sensitive consumer, and the importance of channels such as WhatsApp.
Inside the playbook:
- The South African retail and commerce landscape
- Retail media formats and opportunities
- Practical planning frameworks
- On-site, off-site and in-store activation models
- Measurement, attribution and incrementality guidance
- Local case studies and use cases
- A shared retail media glossary
Our ambition is not to prescribe a single way forward, but to give the industry a useful starting point for greater consistency, interoperability and confidence as the market matures.
We’ll also bring some of these themes to life at the IAB Insight event on Friday, 6 November, where the Connected Commerce workshop will explore key areas from the playbook and what they mean in practice for our industry.
We hope you’ll use it, share it with your teams and, importantly, help us continue the conversation.