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.

Mercado Libre鈥檚 retail business is thriving: Advertising revenues rose 50% YoY in Q1, and there鈥檚 ample room for growth.

Conversely, CPG鈥檚 total will trail retail by more than $33 billion. CPG has ranked second to retail every year since our tracking began in 2016, and those two industries will likely remain Nos. 1 and 2 for a very long time. CPG鈥檚 booming growth will recede next year. CPG digital ad spending growth in 2024 will beat the average across industries.

Shein and Temu pull back US digital ad spending, shift to Europe: The change shows how geopolitical tensions trickle down to business operations.

Marketers are cutting branding spend in favor of performance media: Search and retail win as caution dominates strategy.

The event generates substantial advertising dollars as well: Retail media ad spending is expected to exceed $54 billion in 2024, with Amazon representing more than three-quarters of the market.

Commerce media is evolving beyond online retail into new frontiers like out-of-home (OOH) ads at gas stations and convenience stores, creating 鈥渁 once in a career window to reorient your business to the opportunity,鈥� according to Sean McCaffrey president and CEO of GSTV, which serves commerce media ads at gas pumps.

That will still only account for 10.5% of total US retail media sales, but it鈥檚 a significant increase from 6.6% in 2024.

Retailers looking to capitalize on retail media鈥檚 growth opportunities need to understand the market developments, formats, and challenges shaping ad spending in Latin America.

With US commerce media ad spending projected to reach nearly $70 billion in 2025, understanding how to effectively operate in this space has become critical for marketers.

Growth won鈥檛 be as strong in China, but retail media will account for a massive 39.3% of digital ad spending鈥攗ltimately pushing retail media鈥檚 global share figure past 20% this year. The US and China will each account for roughly 40% of worldwide retail media ad spending in 2024. Click here to view our full forecasts for retail media ad spending worldwide and retail media ad spending by country.

Retail media search is gaining steam while Google and other traditional search players lag. Marketers will grapple with genAI and measurement challenges as they rely more heavily on retailers鈥� search ad offerings.

Amazon鈥攖he largest driver of spending in this channel鈥攈as recently seen modest retail media revenue growth relative to its past performance. As a result, we have revised our retail media forecast down from where it was in H1 2024.

Retail media networks (RMNs) will be big drivers of DOOH growth over the next few years. RMN growth is strong everywhere. In 2024, RMNs will account for 18.0% of all US digital ad sales, with that figure rising to more than 25% by 2027. The in-store component of RMNs is growing even more quickly. Overall retail media ad spending will grow 26.0% YoY in the US in 2024, but in-store will grow 31.9% YoY.