Iceland Foods is enhancing its retail media capabilities through a new partnership with data, technology and services firm Epsilon.
The move will introduce off-site media, on-site video formats and a new auction-based buying model to the frozen food retailer’s retail media offer, making it easier for more brands to engage with Iceland’s nine million annual shoppers in “smarter, more relevant” ways.
“Our partnership with Epsilon is a big moment for us,” said Adam Smith, Head of Retail Media at Iceland Foods.
“It ultimately gives our brand partners more choice, more channels, and the ability to reach our customers in a smarter, more dynamic way. It also means we can now open up our media to more types and sizes of brand advertisers. Today’s announcement is our latest commitment to providing a retail media platform that works for all brands and delivers value back to our shoppers.”
The new capabilities come within a year of Iceland’s partnership with GIG Retail, which enabled on-site display ads and in-store digital screens. The retailer noted that the Epsilon deal enhances the scale and maturity of its retail media offering, providing advertisers with the ability to bid in real-time for both on-site and off-site placements, including video.
IAB Europe’s latest ‘Attitudes to Retail Media’ report shows that off-site investment has grown significantly, with 46% of buyers allocating more than 41% of their digital spend to off-site in 2025. Despite this, only 30% of retailers and retail media networks (RMNs) currently offer off-site ads. For brand partners, this can unlock greater flexibility and reach.
Off-site capabilities allow campaigns to extend across wider digital environments, including online video and display channels, while on-site video placements offer richer ways to connect with shoppers directly in the purchase journey.
Iceland highlighted that its expanded RMN opens the door to brands looking to reach more price-sensitive and underrepresented consumers, broadening the types of advertisers who can participate and benefit from people-based media.
“Iceland has a clear ambition to build a modern, inclusive retail media offer, and we’re proud to support that journey,” commented Tim Frankcom, President, Europe and APAC at Epsilon.
“By adding off-site scale, launching new formats like video, and introducing a flexible auction model, we’re helping unlock the full potential of people-based advertising. This gives brands a route to real people, not proxies, with measurable results across every touchpoint.”
Iceland noted the partnership builds on its drive to create one of the most extensive full-funnel retail media propositions in the UK. Future phases will include connected TV and broader video activation, providing brands with additional ways to reach verified audiences across multiple screens and channels.
NAM Implications:
- And why not…
- Iceland are playing to the current market conditions…
- …without missing a beat
- And brands will want access to their on-site and off-site traffic.
- One to watch…
