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Ads on Prime Video will boost the power of Amazon in retail media CTV advertising. As more retailers establish competing ad networks, Amazon鈥檚 share of US retail media spending is contracting: from a peak of 77.9% in 2021 to 74.2% in 2024, per our forecast. But the platform will enjoy a far stronger position compared with its rivals in retail media CTV this year.

鈥淎蝉 retail media has grown, the landscape has become increasingly complex and fragmented, said 蘑菇AV principal analyst Sky Canaves during last week鈥檚 蘑菇AV's summit on Commerce Media Trends 2025. 鈥淐omparisons are hard when standards vary across channels and platforms.鈥�

No. 4: The global rise of retail media will bring new competition for commerce ad dollars. For companies like Meta, commerce advertisers have long been a key revenue stream. That changed in 2022, as Apple鈥檚 privacy-related changes lowered ad performance and opened these companies鈥� eyes to a rising opportunity to reach buyers: retail media.

Retail media growth spurs demand for ad tech talent: Channel expansion and rising client expectations create need for jobs in performance marketing and ad buying.

The Financial Media Networks Explainer (蘑菇AV subscription required). 3 industries poised for retail and commerce media network growth. Fintechs are beating traditional financial institutions in brand awareness鈥攈ow are they doing it? Do financial institutions understand Gen Z鈥檚 banking communication preferences?

You can tune in tomorrow to spend some time with Sarah Libo on the Reimagining Retail Show if you want, as she discusses the digitization of the store.

With the anticipated growth of Prime Day sales, retail media spending will balloon as Amazon retailers invest in marketplace ads to capture more attention during the event.

Programmatic retail media display ad spending鈥攚hich is still concentrated in nonvideo formats鈥攚ill claim a sizable portion of the spend, as both endemic and non-endemic advertisers continue to funnel their budgets into retail media networks (RMNs). The current numbers for programmatic display ad spending don鈥檛 fully reflect the challenges many web publishers face.

On today鈥檚 podcast episode, host Bill Fisher is joined by our forecasting writer Ethan Cramer-Flood and analysts Paul Briggs and Matteo Ceurvels to examine the podcast landscape around the world, looking at changes in listenership and the advertising opportunities that the format affords.

Advertisers and marketers can鈥檛 afford to waste budget, so we foresee a partial shift away from display ads and renewed emphasis on search鈥攚ith one big exception, retail media.

Agency experts believe shoppable video will be the next frontier of retail media. This coincides with the growing trend of retail-fueled CTV ads, led by Amazon. We expect that more than 20% of CTV ad spending will come from retail media networks by 2027. Amazon is likely to begin scaling shoppable video ads on the newly ad-supported Prime Video platform.

Best Buy gave its sponsored product listings the most prominent visibility compared with other retail sites, according to a Q3 2023 to Q1 2024 study from Crealytics.

While ecommerce will continue to gain share of total retail, growth is likely to fall short of prior projections. Click here to view our full forecast for US ecommerce sales, by tariff scenario. Projected Impact on 2025 Advertising. We expect ad spending to grow 3.0% to 6.7% this year under the moderate and limited tariff scenarios.

"It's still a pretty significant shift in circumstances both for marketing and advertising and for retail.". Under the moderate tariff scenario, total ad spending would reach approximately $407 billion, with only the heavy scenario triggering an actual year-over-year decline in total ad spending.

Advocate for a more diverse retail media mix. Assess and compare your non-endemic partnerships. More like this:. Non-Endemic Advertising Explainer 2024 (蘑菇AV subscription required). Growth in retail media search ad spend will outpace its traditional counterpart. The 7 biggest retail media moves from the first half of 2024. 4 (more) retail media networks worth watching.

PRO+ subscribers have access to Industry KPIs, our collection of more than 400 benchmarks in marketing and retail and ecommerce across a range of industries and countries. Click here for more information.

75% of US adults ages 21 to 24 are at least somewhat likely to participate in dry January this year, according to CivicScience.

Unless and until the retail side picks up, digital ad spending isn鈥檛 likely to budge much past a 10% annual growth rate. Advertisers will remain cautious until consumers re-open their wallets and reignite their enthusiasm for digital shopping. $6 Trillion vs. $600 Billion. Worldwide retail ecommerce towers over digital ad spending, so it may seem that digital advertising has more headroom for growth.

Collective TV integrates CTV and retail media: Albertsons' new platform offers advanced ad solutions, driving digital video ad growth through shoppable content.