蘑菇AV

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

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.

Bridging the retail media measurement gap: Night Market鈥檚 AI-powered platform draws interest as brands seek clearer metrics.

Connected TV (CTV) is already a wild west of providers, platforms, and inventory. Add retail media networks (RMNs) into the mix, and measuring success becomes even more complicated.

Connected TV (CTV) is now an integral part of retail media. Media networks can offer rich third-party data, while CTV platforms have advanced targeting capabilities and an engaged audience. But just how big is the opportunity?

Dollar General Media Network (DGMN) has partnered with experiential retail media platform Recess on a sampling program that reaches consumers outside of the store, in their communities.

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.

Walmart鈥檚 ad business fuels operating income growth: Retail media revenues jumped 29% driven by marketplace expansion.

2025 will be the year of 鈥渢rue co-branded storytelling鈥� for retail media creative formats, according to Brian Monahan, global client president, head of retail media solutions at Dentsu.

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.

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.

Retail media will account for about 1 in 5 digital ad dollars this year. That鈥檚 about double the share it held in 2020. We expect it to surpass the one-quarter mark by 2028.

Amazon鈥檚 ad business expands: Ad sales were up 18% YoY to $17.28 billion, fueled by retail media and Prime Video ads.

On today鈥檚 podcast episode, we discuss what makes Sam鈥檚 Club stand out against Costco and BJ鈥檚, why its retail media offering is unique, and where it might be falling short. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Principal Analyst Sarah Marzano and Senior Analyst Zak Stambor.

The media model popularized by retailers is now being adapted by companies in other verticals. Financial services and travel companies are among those launching commerce media networks in a bid to monetize their first-party data.

A lot happens in a week, so every Friday we're going to analyze all the new data and provide you with some of the key takeaways. Welcome to the Friday 5. This week, price comparisons drive online shopping, consumers consider their grocery necessities, and retail media proves its effectiveness to consumer packaged goods (CPG) brands.

Amazon鈥攖he largest driver of spending in this channel鈥攈as recently seen modest retail media revenue growth relative to its past performance. As a result, we have revised our retail media forecast down from where it was in H1 2024.