Beyond ROAS: From Advertising Overload to Shopper Value — The Orchestration Challenge

Dec 1, 2026 | 3:20 PM - 3:50 PM

NEW TECHNOLOGIES / IACONSULTING

Description

52% of French consumers primarily expect retail media to deliver promotions and special offers, according to iligo’s 2025 Retail Media Barometer. What if true advertising performance started with the value delivered to shoppers? As retail media continues to grow, a major challenge is emerging: moving beyond the proliferation of advertising placements to better orchestrate in-store touchpoints, without compromising the shopping experience. How can audio, video and e-paper technologies work together to create meaningful synergies between brand communication, product information and promotional strategies? And how can data and artificial intelligence make these interactions more relevant, contextual and effective? Ikram Mniai, Business Manager – Retail Media Lead at M-Cube, will explore how retailers can move from fragmented activations to a more integrated approach, where orchestration becomes a driver of commercial performance and value creation for shoppers, brands and retailers.

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