Omnicom launches its “retail media” offer in France

Around France. This Thursday, Omnicom Media Group France will launch in France Transact, an offer dedicated to “retail media” – i.e. the monetization of advertising space on the merchant sites of major retailers as well as their customer data -, a part of the growing advertising market for several years.

“Our clients’ advertising expenditure is constantly increasing in these formats and more and more brands, even without a particularly strong presence on retail platforms, want to be present and reach consumers in these ecosystems, underlines Emmanuelle Soin, President of Omnicom Media Group France. We already had teams specialized in “retail media” but with the strong growth of this market segment in France, we decided to formalize and structure our offer”.

A finding that the American group had already established in other markets. Launched in 2019 in the United States, the Transact offer has already been deployed in around twenty countries and has more than 1,000 employees specialized in this issue around the world. In detail, this entity notably provides advice, performance analysis of “retail media” campaigns, or offers to manage them directly on behalf of its clients.

At the top of the stock market

In France , this team will include about twenty people who will come to irrigate the Omnicom Media Group agencies in France, namely Hearts & Science, OMD and Re-Mind PHD, which total nearly 450 employees. “But we don’t refrain from applying directly for “retail media” lots during future calls for tenders from advertisers”, specifies Virginie Beaugé who has been appointed general manager of Transact in France.

Unlike other large holding companies in the sector, the various entities of the American group operate independently in France as in other markets. Omnicom Media Group France is thus evolving in parallel with the advertising agencies TBWA and DDB, which represent the bulk of the contingent of French troops amounting to nearly 3,500 employees.

World number three in the sector in terms of business volume behind the French Publicis and the British WPP, the American group is currently approaching 19 billion dollars in market capitalization on Wall Street. A level close to its historical record.