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Those channels will include Western Union鈥檚 website, app, and digital out-of-home screens as well as through streaming platforms, per the press release. Ad spend on financial media networks in the US will approximately double both this year and next year, per our June 2024 forecast.

While retail media networks (RMNs) sell brand safety and predictability to marketers, influencer marketing boasts direct access to loyal audiences. Pairing these two channels together, experts stress, can drive significant growth for brands. Nine in 10 US marketers plan to promote their creator partnerships via RMNs in 2025, according to an October 2024 LTK survey.

Retail media networks (RMNs) are expanding beyond retailers' websites and apps, pushing into connected TV (CTV) and in-store displays. As the industry matures, experts predict 2025 will be marked by significant growth in these off-site channels, with new technologies and partnerships reshaping how brands reach consumers throughout their shopping journey.

Programmatic DOOH is evolving, allowing advertisers to use live data on weather, traffic, time of day, and events to adjust ads to be as relevant as possible. For example, a beverage brand may show hot coffee on a cold, rainy morning and an ice cold drink as the sun comes out.

The battle between Walgreens and Cooler Screens underscores in-store retail media challenges: Glitchy technology, measurement challenges, and outdated store infrastructure doomed the partnership.

Brands are also tapping creators for experiential marketing, including in-store appearances and digital out-of-home (DOOH). That can mean fewer dollars for lower-profile campaigns. Omnichannel and experiential activations are expensive to produce and generally go to big-name stars, who charge high prices.

At $22.25 billion, digital advertising is advancing unabated in Latin America this year. Double-digit gains in video and retail media ad spending, as well as improving economic conditions in Brazil and Mexico, will help take the regional market to new heights. Here are the latest trends you need to know.

鈥淲e're also intercepting consumers when they're most likely to act.鈥�. 76% of recent digital out-of-home (DOOH) viewers took action after seeing an ad, such as watching a video (38%), visiting a restaurant (36%), purchasing in-store (30%), word-of-mouth conversations (30%), and visiting a store (29%), according to a study from the OAAA and The Harris Poll.

And what that means is 76 or more percent of digital out-of-home viewers took an action after seeing the ads, such as watching a video from the brand, visiting a restaurant, purchasing in store, having a word of mouth conversation about the brand, or visiting the store. And then I mentioned these more interactive examples that are paying off for brands.

Digital out-of-home (DOOH). The opportunity: Billboards still dominate US out-of-home (OOH) ad spend, accounting for 76.3% of spend ($1.39 billion) in Q1 of this year, according to the Out of Home Advertising Association of America. But now that people have returned to stores, commutes, and travel, there are a number of underutilized DOOH ad spaces that advertisers are still warming up to.

Physical stores are the new frontier for retail media. But undeveloped tech capabilities, competing priorities, and unproven new formats are hurdles retailers need to address.

This is in addition to the RMN鈥檚 current on- and off-site formats, including display, video, connected TV (CTV), and digital out-of-home. Early results from Lowe鈥檚 beta roll out show in-store audio ads lifted both incremental sales and return on ad spend.