Happy holidays

Unsurprisingly, as retailers concentrated on sales in December, their media forays and announcements grew scarce. As a result, so did blog posts to Retail Media. We'll be back in January with more news and a new analytical feature. See you in 2006.

Target Up2d8

Using interactive media to corral the kids into paying attention is no doubt going to be a recurring theme in this space. Case in point: Target Up2d8, the place to--in Target's words--"find out about groovy gear, fun features and fab trends in your world." Positioned as an online organizer, Up2d8 includes a desktop app and website that include utility items (like a calendar) as well as fashion "news" that will lead to product and purchasing information.

Up2d8 is a good example of the generational shift that is causing much of retail media's development. Teenagers raised in a media-centric world need to be spoken to in unique ways. (Jim Cramer of thestreet.com recently chastised advertisers for "being in the wrong places.") Up2d8 aims to hit 18-year-olds where they'll be most receptive to the communication, allowing Target to build its brand with impressionable young shoppers in a welcoming manner.

Audi TV

This news is from a few weeks ago, but it's too good to let pass: automaker Audi has launched Audi Channel, an entire television network, in the United Kingdom. Broadcasting on Sky, Audi Channel includes both product news and information and related content such as LeMans motor racing.

Targeted at Audi enthusiasts (including this author, who drives a 2002 A4), Audi no doubt hopes some of the programming extends its reach to passive and curious television viewers who discover an interesting documentary and engage the interactive features.

Reports indicate that the channel is costing Audi $3.5 million per year and has a potential reach of 7.6 million viewers. It's a fascinating brand extension, although not too far beyond competitor BMW's recently completed film series. Random Culture wisely wonders, however: why not put all the content online? Certainly there's an audience for this content beyond the UK.