Why UK Retail Media remains ahead of the US - Sean Crawford, SMG

In this Middlemen podcast episode, hosts Tom Limongello and Todd Sawicki compare the UK retail media landscape with that of the US with guest Sean Crawford from SMG. Sean provides insights into SMG's role in helping retailers establish holistic media networks that integrate both analog and digital touchpoints. The conversation also explores the challenges and opportunities in harmonizing retail media operations, the impact of AI on the industry, and the potential for cross-retailer campaigns. Special focus is given to SMG's work with WH Smith in the airport retail space and the implications for future media campaigns. This episode offers a wealth of knowledge for anyone interested in the future of retail media. Find Sean Crawford on Linkedin https://www.linkedin.com/in/smcrawford1/ The Lumen + Coop in-store attention study shared by SMG https://lumen-research.com/white-papers/in-store-retail-media-attention-study/ Chapters 00:00 S2 E18 - Sean Crawford - SMG 00:35 Introduction to the Middlemen Podcast 00:57 Meet Sean Crawford from SMG 01:18 Understanding Retail Media in the UK 02:44 Differences Between UK and US Retail Media 03:47 The Role of Retailers in UK Media05:22 Holistic Buying in Retail Media 05:41 Sean Crawford's Background and SMG's Role 07:34 Evolution of Retail Media in the UK 08:17 In-Store vs Digital Retail Media 13:05 Challenges and Governance in Retail Media 14:42 The Buy Side of Retail Media 20:00 Agency Involvement in Retail Media 23:02 Standardization and Measurement in Retail Media 23:48 Challenges in Standardizing Retail Media 24:25 Comparing UK and US Retail Media Strengths 27:20 Entering the US Market with WH Smith 27:57 Opportunities in Travel Media 35:34 The Role of AI in Retail Media 38:06 Measurement and Attribution in Retail Media