蘑菇AV

Amazon dominates retail media for now, but Walmart鈥檚 surge signals a fragmented future. Though Amazon still commands nearly 40% of all retail media ad spending, retailers like Instacart and Target, are investing heavily in RMNs鈥攕ignaling that brands now have more options for reaching high-intent shoppers.

US retail media ad spend will hit $45.15 billion this year, an increase of almost 20% over 2022, according to our forecast. Growth will accelerate each year through 2027, when we expect spend to reach $106.12 billion.

US retail media ad spend will more than double between 2023 and 2027, reaching a total of $109.40 billion, according to our forecast.

Offsite programmatic retail media ascendant: A 167% spike in the category will help drive US retail media to $81.6 billion by next year.

US omnichannel retail media ad spend will hit $129.93 billion in 2028, according to our forecast, up from $54.85 billion this year.

There鈥檚 no stopping the retail media juggernaut. At $45.05 billion in US spending in 2023, it鈥檚 already far ahead of connected TV and closing in on traditional TV.

All right, we're talking retail media. Retail media ad spending will reach $60 billion this year in the US according to our estimates. Amazon's most of that. It might shock nobody. 76% to be specific of that money is Amazon, so they're kind of in charge of steering the ship, so to speak, on retail media.

What鈥檚 next for retail media? The rapidly expanding ad channel is facing growing pains as the majority of RMNs struggle to keep pace with Amazon and Walmart.

In-store retail media ad spend will reach $1.06 billion by 2028, accounting for 0.8% of all retail media spend, according to our March 2024 forecast.

This deck provides an in-depth analysis of the home furnishings sector in ecommerce, including forecasts for sales growth, digital ad spending, and KPIs. It also highlights consumer shopping behaviors, spending trends, and the growing influence of social media.

US in-store retail media ad spend will total $370 million this year. But as the channel expands, oversaturating stores with ads can cause tension between retail media teams, which focus on maximizing ad dollars, and merchants, which focus on the store as a whole. Online advertising and in-store advertising are not two distinct channels, but instead work together.

2025 will bring significant change to the retail industry: Several of the main trends dominating retail鈥攇enAI, RMNs, and China鈥檚 ecommerce disrupters鈥攚ill look very different this time next year.

Key stat: By 2028, in-store retail media spend will reach over $1 billion but will make up less than 1% of total omnichannel retail media ad spending.

Retail media has matured greatly since our 5 retail media networks (RMNs) worth watching. That evolution has come from growth in spend (we forecast US omnichannel retail media ad spend growth at 26.0% this year, with larger increases in off-site and connected TV), in-store innovations, and new entrants from other non-retailers.

Amazon is ditching Just Walk Out in favor of Dash Carts. Not only will the move satisfy customers鈥� desire for familiar technology, but it鈥檚 also creating more ad inventory. Walmart Connect also emphasized its in-store retail media potential last week, with a focus on expanding familiar strategies like sampling and TV screens. This back-to-basics approach might spark more in-store retail media ad spend.

Retail media ad spend will make up over one-fifth of total US ad spending by 2027, per our forecast.

Retail media just got even bigger. We recently updated our US retail media ad spend forecast to show higher growth than previously estimated, culminating in $109.40 billion in spend in 2027.

Nearly three-quarters (74.2%) of the $59.61 billion in US digital retail media ad spend we forecast for 2024 will go to Amazon. That leaves $15.35 billion going to non-Amazon retailers and $370 million going to in-store formats.That should excite marketers, said 蘑菇AV鈥檚 new principal analyst Sarah Marzano.

US omnichannel retail media ad spend will increase by 22.6% next year for a total of $55.64 billion. One thing that could unlock spend even further? Standardization.

Retail media will continue to be the fastest-growing segment of digital advertising in the coming years. By opening up their digital platforms to third-party sellers, retailers can generate high-margin revenues from advertising and marketing services charged to sellers to promote their products both on- and offsite. Amazon has built a commanding lead in this space鈥擜mazon Ads draws more than three-quarters of US retail media ad spend.

In just five years, retail media went from a $1 billion segment to a $30 billion segment. With US omnichannel retail media ad spend poised to reach $59.98 billion this year, per our October 2023 forecast, non-retail industries from health and fitness to restaurants and financial institutions are looking to build out their own media networks.

We project US in-store retail media ad spend will nearly quadruple by 2027, but that鈥檚 starting from a fairly small base of $240 million this year, according to our forecast. Here are tips from experts on building an in-store retail media network.