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The connected TV ad opportunity is growing significantly in scope. The promise of broad yet targeted reach, retail media tie-ins, campaign measurement, and ad interactivity are fueling strong spending growth.

In-store retail media ads that show local sports teams or are relevant to current weather can show a brand鈥檚 relevance to specific consumers. Use this chart: Marketers can use this chart to make the case for local advertising investments or push for event/team sponsorships.

In 2024, a perfect storm of technology, business, and consumer behavior trends will conspire to intensify the challenges of protecting brands on digital media.

Global ad revenues surpass $1 trillion in 2024, says GroupM: Retail media and digital platforms drive rapid growth amid linear TV decline.

Agencies begin to doubt retail media鈥檚 efficacy:: Some are counseling caution as lack of standardization and the sheer number of RMNs make it difficult to assess whether brands鈥� investments are paying off.

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.

China鈥檚 digital ad sector grows 12.1% in 2024: Economic slowdown shifts ad dominance to platforms like Tencent and Pinduoduo.

鈥淚n 2022, retail media hit the first of many milestones when it became the fastest US ad channel to eclipse $30 billion in spending鈥攏early twice as quickly as it took social media,鈥� our analyst Max Willens said on a recent Meet the Analyst webinar. 鈥淭hat was just the start.鈥�

Ahold Delhaize sees big retail media opportunities in its stores: There鈥檚 good reason for that outlook since we expect 87% of grocery sales to occur offline this year.

This report is a guideline to help marketers understand retail media through market size estimates, growth projections, and analysis of the complex landscape of buyers, sellers, and intermediaries.

Digital ad spend is growing and going increasingly toward programmatic formats. Search ad spend is on the rise as well, as retail media growth remains healthy. And social media is in better shape than previously projected. Here are five recent charts forecasting the future of ad spend.

69% of US agency and marketing decision-makers measure the success of retail media campaigns through return on ad spend (ROAS) or incremental ROAS, according to July 2024 data by Quartile and NewtonX.