蘑菇AV

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.

An increasingly fragmented retail media ecosystem has made it difficult for advertisers to track campaign performance across multiple retail media networks (RMNs), said Liz Roche, vice president of measurement and media at Albertsons Media Collective.

Our annual Trends to Watch report for Canada highlights expected developments in the country鈥檚 media and advertising market for 2025. Next year, we anticipate a shift in media buying will favor domestic publishers and retail media channels, while large platforms will contend with the new Digital Services Tax.

Regulation will disrupt some digital players, while retail media and genAI adoption will create opportunities across advertising and commerce.

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.

This year, most buyer and sales growth will be driven by TikTok Shop, which will convert over 40% of TikTok users into buyers. Social commerce and retail media will converge as 础尘补锄辞苍鈥檚 ad partnerships with the social platforms start to pack a punch.

Google and Meta landed slightly below expectations in Q3, allowing a collection of hungry competitors to inch ahead. But overall, the ad industry remains healthy. Sports events drove streaming and CTV to record gains, and retail media continues to be the sector鈥檚 fastest-growing ad channel.

Currys expands retail media network into stores: The electronics retailer is betting that its unique access to 80% of UK households and extensive network of digital screens will appeal to advertisers.

US retail media ad spending will increase 88.5% from 2024 to 2028, reaching $97.9 billion, according to a November 2024 蘑菇AV forecast.

The National Retail Federation (NRF)鈥檚 Big Show is happening in New York City this weekend, and will offer an opportunity for retail media networks (RMNs) to pitch themselves to advertisers. Even though retail media is huge鈥攅xceeding $62 billion in US ad spend this year per our forecast, most of those ad dollars will go to the biggest RMNs. The remaining players are vying over the same $8.58 billion that isn't scooped up by Amazon, Walmart, or Target.

Retail media resilience: Brands continue investing in this ad channel, but rising expectations put pressure on their retail partners.

奥补濒尘补谤迟鈥檚 ad business fuels operating income growth: Retail media revenues jumped 29% driven by marketplace expansion.

Connected TV (CTV) has emerged as the fastest-growing ad channel tracked by 蘑菇AV. Its ad spend outpaced other digital ads, search, social media, and retail media in 2024.

Ad spending on retail media will increase by more than $75 billion by 2028. To take advantage of this opportunity, retailers must understand advertisers' top priorities and be prepared to address their challenges.

础尘补锄辞苍鈥檚 ad business expands: Ad sales were up 18% YoY to $17.28 billion, fueled by retail media and Prime Video ads.

Retailers are forging closer relationships with creators. Retail media networks (RMNs) have partnered with creator networks and social platforms to satisfy advertiser demands for incrementality and stay relevant as shopping becomes more social.

Hy-Vee promotes head of retail media to be CMO: The fast-growing sector is providing a new path to corporate leadership.

Two-thirds of US retail media buyers expect to spend more on video advertising over the next 12 months, according to March 2025 data from Koddi. Nearly as many (63%) will up their investments in social media.

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.

Consumers typically buy consumer packaged goods (CPG) more frequently and often in-store, making those purchases different from general merchandise. Nonetheless, ad-buying on retail media networks (RMNs) is somewhat more established with more sophisticated options for CPG than for general merchandise because retail media has been a staple of CPG ad-buying for longer. That means CPG ad-buying habits could be a model for future trends in retail media.