DVJ Insights at MIE26

The Marketing Insights Event (MIE) is one of the leading gatherings for insights, research and analytics professionals in the Netherlands. Each year, MIE brings together brands, agencies and thought leaders to explore how data and research can drive better decisions in a rapidly changing marketing landscape.

At MIE26, DVJ Insights will be contributing to the programme with a session led by Jori van de Spijker, Global Head of Brand & Communication.

Winning at Retail Media: Unlocking the Creativity Multiplier

11 February 2026 | 15:10–15:40 | Dynata room

Retail Media is growing fast, but its true effectiveness is still widely debated. Does it really drive sales? And how important is creativity in making Retail Media work?

In this session, Jori will share award-winning research conducted by DVJ Insights in collaboration with Cyreen and Vrije Universiteit Amsterdam (VU Amsterdam). Using a novel in-store tracking technology, this research links ad exposure directly to individual purchase behaviour. Based on the analysis of more than 50 Retail Media campaigns, the findings show that top-performing creatives generate significantly higher sales impact than weaker executions.

By combining unforced, in-context creative testing with real behavioural data, the research opens up the Retail Media “black box” and demonstrates how creativity can act as a true multiplier for both brand and business results. The work was recognised with the MRS Award for Best Media Research 2025 and is already influencing decision-making for leading global brands.

For more information, visit: https://www.mie.nl/#pre-event-content