蘑菇AV

Retail has come off its lengthy run of outperforming overall US ad spending growth. While growth will dip below the average for all industries in 2024, the pace is set to pick up again in 2025 and 2026.

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.

The event generates substantial advertising dollars as well: Retail media ad spending is expected to exceed $54 billion in 2024, with Amazon representing more than three-quarters of the market.

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥�

Growth won鈥檛 be as strong in China, but retail media will account for a massive 39.3% of digital ad spending鈥攗ltimately pushing retail media鈥檚 global share figure past 20% this year. The US and China will each account for roughly 40% of worldwide retail media ad spending in 2024. Click here to view our full forecasts for retail media ad spending worldwide and retail media ad spending by country.

US Retail Industry Ad Spending 2024 (Subscription required). Note: Historical digital ad spending data up to 2015 is derived from Interactive Advertising Bureau (IAB) and PwC data. Consumer packaged goods includes food products, alcoholic and nonalcoholic beverages, toiletries and cosmetics, cleaning and other household supplies, and cigarettes and other tobacco products.

US commerce media ad spending is projected to hit $118.4 billion by 2029, growing at a 15.3% compound annual growth rate (CAGR), per a May 蘑菇AV forecast.

The news: Cannes Lions 2025 marked a shift in retail media strategy, with platforms like Pinterest and Reddit forging deeper ties with retailers. CVS announced a clean room data partnership with Reddit to allow targeting based on shared first-party data, launching a Sensodyne and Advil campaign this fall. Pinterest partnered with Instacart to enable shopping from pins and connect ad exposure to sales via closed-loop attribution. Our take: Social platforms are becoming full-funnel retail media environments. By fusing community context with purchase signals, these integrations aim to blend discovery and commerce in real time鈥攑aving the way for more data-rich, measurable campaigns.

In the first 100 days of his second term, President Trump has reshaped business strategy across retail, tech, healthcare, and media. Here鈥檚 how tariffs, regulation, and market volatility are forcing brands to rethink spend, growth, and planning.

Digital ad giants beat Q1 expectations, but tariffs, regulation, and slowing growth signal choppy waters ahead. This report breaks down which platforms are thriving, which are stalling, and what鈥檚 next for search, social, streaming, and retail media.

By 2027, nearly 15% of nonretail commerce media ad spending will be driven by FMNs. FMNs face structural barriers to replicating retail media success. FMNs will struggle to replicate the core advantages that fueled retail media networks鈥� (RMNs鈥�) rapid rise. Several features of the RMN model are uniquely tied to the retail context:.

Turbulence in trade relations is changing how China鈥檚 ecommerce platforms do business in the US, with spillover effects on US retail and advertising.

US social ad spend will grow YoY in 2025, even as platforms grapple with tariff-related budget cuts from industries that spend heavily on social channels, like CPG and retail.