dentsu connects with Co-op Media Network as it sets sights on transforming rapidly evolving retail media space

dentsu has announced the integration of retail eye tracking data into its media planning tool.

This will bring together the platform’s original data - derived from global surveys - and new eye tracking research conducted by Lumen Research on behalf of the Co-op Media Network.  

Findings from the research challenge conventional wisdom about in-store media’s effectiveness.

For instance, the data reveals that smaller stores provide over twice the opportunity to see certain products, three times the attention and quadruple the brand recall compared to larger counterparts. These insights disrupt the outdated perception that in-store media lacks the impact of major advertising channels such as social media and out-of-home advertising, dentsu claims.

Katie Hartley, Managing Director – Product and Innovation at dentsu, says: “Retail media is rapidly evolving into one of the most influential advertising channels. Historically, it has been viewed as tactical rather than strategic, but this research and integration proves otherwise. We’re proud to collaborate with Co-op Media Network and Lumen to bring this game-changing data to market - reshaping how brands approach in-store advertising, both in the UK and globally.”  

Dean Harris, Head of Co-op Media Network, says: “By bringing Co-op’s in-store attention data into Dentsu’s planning tool, convenience media now sits alongside mainstream channels in the planning process. It’s no longer a bolt-on or an afterthought - it’s right where it belongs. Dentsu’s planners now have a high attention channel they can use to strengthen client campaigns.” 

Mike Follett, CEO at Lumen Research, says: “We are thrilled to see our research with Co-op being implemented by  dentsu. This integration underscores the growing importance of attention data in shaping effective media strategies.”

“By incorporating real-world eye-tracking insights, dentsu is taking a decisive step towards proving the tangible value of attention in media planning - helping brands make more informed investment decisions and ensuring greater campaign effectiveness across retail environments. The results of this research speak for themselves: brands that prioritise genuine consumer attention will ultimately drive stronger recall, engagement, and conversion rates.” 

2025 RTIH INNOVATION AWARDS

Retail media will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.