"It's a sign of advertising's altered geology. Amazon's Q3 ad revenues ran just short of $18 billion this year, an increase of 24% on the same period in 2024. According to WPP's projections, retail media networks - such as those operated by Carrefour, Target or Tesco - account for the majority of the commerce media segment; worth $174.2 billion this year, the company expects growth of 11.3% in 2026."
"For media buyers across the industry, the figures represent the latest confirmation of a long-term trend. While providers of TV suffer from fragmenting media habits and the demise of monoculture - once central to their market pitch - retailers, banks and travel companies have been able to offer major advertisers the chance to closely tether ads and sales. That's proven to be particularly attractive for the CPG brands that stock retailers' shelves."
WPP projects commerce media will account for 15.6% of global ad spend in 2025, exceeding the 14.6% for linear and connected TV. Amazon's Q3 ad revenues reached nearly $18 billion, a 24% increase year‑on‑year. Retail media networks such as Carrefour, Target and Tesco form the majority of commerce media, valued at $174.2 billion this year with an expected 11.3% growth in 2026. Retail media's ability to connect media exposure to final purchase attracts brands. Fragmenting viewing habits and the end of monoculture have weakened TV's appeal. Many CPG marketers plan to increase retail media spending versus CTV.
Read at Digiday
Unable to calculate read time
Collection
[
|
...
]