Observed Signal · Sep 22, 2026 · Interview / Panel · Source: Meedia · Impact: 2/5 · Sentiment: Positive
Bonial, Marktguru, Shopfully CEOs Discuss Digital Retail Ad Shift
In a Meedia interview, the CEOs of German digital retail media platforms Bonial, Marktguru, and Shopfully discuss the shift from print to digital circulars. They highlight that digital circulars now surpass print in relevance, driven by consumer price sensitivity and retailer demand for performance-based advertising. The platforms differentiate themselves through pull-based, high-intent audiences and cost-per-click pricing. They address competition from retailer apps, positioning themselves as cross-retailer aggregators that aid shopping planning. Measurement is a key focus, including store-visit tracking and sales data analysis. While acknowledging dependence on major US platforms, they argue their regional targeting and performance are superior. They also note slower print-to-digital transitions in Germany compared to other markets and discuss opportunities in retail media.
The article is an industry interview discussing the shift from print to digital circulars, relevant to retail media but lacks breaking, industry-shifting news.
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Key Takeaways & Evidence Grounding
- Digital circulars have surpassed print in relevance, according to a 2025 EHI Retail Institute study, for the first time.
- Bonial charges advertisers on a cost-per-click basis, charging only when a user opens an ad.
- Marktguru offers a cashback solution, providing aggregated, non-user-level data to retailers.
- Shopfully is active in 28 countries, with more aggressive print-to-digital cuts seen in Southern Europe, Eastern Europe, and the USA.
- According to a recent IDH study, 90% of retailers report significant dependence on US platforms like Meta and Google, but only 17% are willing to pay more for European alternatives.
Connected Companies & Entities
2 Entities mapped“Florian Reinartz is CEO of Bonial Group, and the company is one of the platforms discussed....”
“Mentioned as an external service provider for evaluating cash register data....”
Ontology Mapping & Concepts
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