蘑菇AV

Nearly every major retailer (and many smaller ones) has already launched media networks, but it鈥檚 not just for retailers anymore. While networks beyond retail have already begun to launch, 2025 will see more financial institutions, payment networks, travel companies, fitness centers, and more launch or revamp their own media networks. And as commerce media expands, so do the places ads are being served.

While ad spend allocated to in-store retail media has yet to take off, consumers are ready and willing to engage with digital in-store formats, according to a new survey by 蘑菇AV in collaboration with Placer.ai.

Non-retail commerce media channels typically mean payments, travel, and intermediaries that overlap with retail. But more nontraditional commerce media networks have been popping up from places like Mohegan鈥檚 casinos, RE/MAX鈥檚 real estate websites, and Planet Fitness鈥� gyms.

The retail media landscape is evolving rapidly, requiring brands, networks, and tech partners to optimize and enhance their ad solutions and capabilities. Here are three recent announcements.

As the path to purchase becomes more fragmented, brands must be everywhere the customer is鈥攁nd retail media partnerships are stepping up. 鈥淭here really isn't [one] common flow, and so you really have to make sure you're present in any place the consumer is thinking about your brand's products,鈥� Eric Tarnowski, senior vice president, connected commerce at Kenvue, said during Advertising Week New York. 鈥淓very conversion point is a brand-building opportunity.鈥�

Measurement and attribution are the most critical advertising capability or media investment for over half (53%) of retail marketers worldwide, according to November 2023 data from Mediaocean.

Just Eat Takeaway expands retail media offerings with Rokt partnership: The delivery company joins DoorDash, Instacart, and Gopuff in enhancing its ad capabilities

On today's podcast episode, we discuss whether search, social, connected TV, or retail media has been driving growth the most this year, how much non-cyclical ad growth has been fueling this year's numbers, and what to expect from ad spend in 2025. Tune in to the discussion with host Marcus Johnson and our analyst Ross Benes.

As inflation eases across Europe in 2024, retail, media, and marketing firms will turn their attention to regulatory headwinds on the horizon.

Instacart expands Caper Cart ad opportunities to capitalize on in-store retail media demand: The company joins Ahold Delhaize in beefing up its offerings to give CPG advertisers more ways to reach shoppers.

Our predictions for retail media networks, smart TV watching, and generative AI.

55% of US agency and marketing decision-makers expect AI to improve retail media by offering greater insights and recommendations, according to a July 2024 study from Quartile and NewtonX.

This holiday season, retailers can stand out in the crowded ecommerce landscape by using retail media. This approach enhances the shopping experience while creating new revenue streams to offset the challenges of online shopping.

Gopuff enhances retail media capabilities to help advertisers reach Gen Z, millennial audiences: The retailer hopes the moves will differentiate it in a crowded market.

Expanded opportunities have made retail media鈥檚 rosy forecast even rosier. But retailers and buyers need to address the channel鈥檚 measurement, standardization, and complexity challenges.

The outlook for retail media ad spending remains bright throughout most of the world, even as ad budgets are increasingly constrained in the face of economic storm clouds.

Publicis acquires Mars United Commerce: The deal strengthens holding company鈥檚 ability to offer commerce media solutions.

Commerce media is expanding in terms of numbers of players, but ad spend patterns remain the same.

Google will fall below a 50% share of the US search advertising market next year for the first time since we started tracking it in 2008, per our forecast. It鈥檚 a pivotal time for paid search, with Google鈥檚 ad dominance threatened by generative AI, social media, retail media, and lawsuits. Meanwhile, ad-averse consumers are becoming hesitant to click search ads. Here are four trends our exclusive KPI data reveal about Google, retail media, and the future of paid search.

The majority (80.9%) of worldwide retail media ad spend will take place in China and the US this year, according to a March 2025 蘑菇AV forecast.

Amazon鈥檚 next move is to grow the retail media market. The company is licensing its ad tech to other retailers in a pilot program as its own retail media growth begins to slow. The company鈥檚 retail media dominance is looking less impenetrable as Walmart begins to close the gap. The ad industry is prepared to pounce on a year of market gains and consolidation.