Measuring Retail Media in Greece

Retail media in Greece is entering a new stage of maturity. Beyond screen networks and campaign activations, the focus is now shifting toward measurable impact. A recent Brand Lift study conducted by Kantar in collaboration with Tempo OMD, within the retail environment of Kotsovolos, marks a significant step forward for the local market. It is the first structured research effort in Greece designed to quantify the brand impact of retail media exposure inside physical stores.

 

From Activation to Measurable Impact

The results are notable. Among consumers exposed to in-store retail media placements, spontaneous awareness increased by 8 percentage points, brand favorability by 6 points and purchase intent by 4 points compared to non-exposed audiences. The uplift was even stronger within younger age groups (18–39), where awareness rose by 13 points, favorability by 23 points and purchase intent by 18 points. These findings reinforce the role of structured in-store media as a high-attention communication environment. Equally important was the synergy observed when retail media operated alongside other channels such as television and digital activity. Rather than functioning independently, in-store exposure strengthened overall campaign effectiveness, contributing to cumulative brand impact.

 

What This Means for the Greek Ecosystem

For the Greek ecosystem, this study represents more than a successful campaign outcome. It signals a broader transition. Retail media is moving from theoretical potential to demonstrated performance. Measurement changes the conversation. When impact can be quantified, retail environments are no longer viewed solely as points of sale, but as accountable media spaces capable of contributing to brand growth. As the market evolves, structured research, transparent methodology and unified reporting will become central to retail media strategy. The milestone achieved within Kotsovolos’ environment sets a reference point for what measurable retail media can look like in Greece. For brands, retailers and agencies alike, the message is clear: retail media is not only expanding. It is proving its value.