You know a media trend is a serious one when industry experts compete to throw big growth predictions at it. As we see brands and agencies reorganize their business around their retail media aspirations and increase their investment notably, it is clear retail media is more than a fad and now an important part of the marketing mix.
In the UK, Goldman Sachs expects grocery retail media to attract £2bn next year. Just a little further down the line, IAB Europe suggests that retail media across Europe will overtake traditional linear TV spend by 2026, when it will be worth â¬25bn. GroupM, meanwhile, has pegged global retail media at $160bn by 2027, forecasting 60% growth over five years.
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