Television is no longer the key target for advertisers as retail media networks from e-commerce giants like Amazon and Walmart are attracting billions in ad spending.
Global retail media ad spending is expected to more than double by 2027, representing a larger share of digital ad spending surpassing traditional media.
Brands are focusing on buying growth and outcomes, shifting away from traditional TV to reach audiences at points of sale or through apps.
The new frontier for mass reach advertising is through screens near points of sale, offering a comprehensive 360-degree approach to engage consumers.
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