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A full three-quarters of advertisers said they will increase their retail media ad spending in 2025, per November 2024 Ebiquity data. And almost one-third said they were targeting a double-digit increase in their spending.

Why it matters: We forecast US off-site retail media ad spend will grow 42.1% this year to $13.06 billion. This growth is driven by advertisers’ desire for more full-funnel campaigns that build awareness and drive conversions. 2. Hy-Vee adds audience targeting, promotes retail media leader.

Key stat: Retail media ad spend increased by 23% YoY in Q4 2024, according to Skai. Retail media impressions increased by 28% YoY, while clicks increased by 20%. Across all of 2024, worldwide retail media ad spend increased by 17.9% YoY, per our forecast. This was originally featured in the Ä¢¹½AV Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

Digital ad spending will continue to accelerate in 2024. Retail will be a main driver due to its large ad outlays and growing contribution on the supply side.

B2B digital ad spend worldwide is expected to reach $48.15 billion by 2026, up from $38.67 this year, according to Ä¢¹½AV’s August 2024 forecast.

While the lion’s share of retail media ad spending is claimed by Amazon, Mazza’s ascendance shows that brick-and-mortar companies are paying special attention to the rapidly growing sector.

Sarah Marzano (17:53):. ... which is this recognition that on-site advertising and on-site inventory, which are really have been the backbone of retail media ad spending, are inherently finite.

That trend will help drive retail media ad spending, which will rise by 20.2% YoY in 2025. Brand deals are no longer bound to social platforms. While every creator campaign will include a social media component, more budget is also being directed to nonsocial channels, including:. Traditional and connected TV (CTV). Brands are shifting spending from linear TV to influencer marketing.

The digital landscape in Europe is slowing, but opportunities for advertisers, brands, and retailers still exist. Knowing where to look to achieve the best outcomes will be paramount.

Retail media ad spending is on track to exceed $54 billion this year. Within retail media, Amazon commands more than three-quarters of the market, with Walmart coming in at a distant second. The remaining market is highly fragmented, with nearly 200 RMNs competing for less than 20 points in market share.

The market’s retail media ad spending jumped 45.8% in 2024, according to our data, suggesting a rapid shift toward ecommerce-driven advertising channels. Our take: Brazil’s prominence in regional ad spending growth is a reminder that advertisers must look beyond established markets to remain competitive.

The auto industry joins shift to performance-driven channels: Marketers are pulling away from traditional media like TV as tariff pressures mount.

Zooming out: Amazon is the most powerful force in retail media, with retail media ad revenues forecast to reach $69.3 billion this year—or 39.8% of all retail media ad spending. For context, that’s more than double its $29 billion ad revenues from just four years ago, as CEO Andy Jassy noted on the earnings call.

US social ad spend will grow YoY in 2025, even as platforms grapple with tariff-related budget cuts from industries that spend heavily on social channels, like CPG and retail.