Ad spending on retail media will increase by more than $75 billion by 2028. To take advantage of this opportunity, retailers must understand advertisers' top priorities and be prepared to address their challenges.
CPG and retail are both core buyers of social media ads, in part to deflect the threat from new online challengers. The two industries will account for nearly 50% (29.9% by retail and 18.9% by CPG) of social ad spend this year. Retail has always spent heavily on social media, but heavy spending on social ads by Shein and Temu has driven the rest of the retail industry to spend more there as well.