"The growth is primarily coming from a few scaled players, capturing most retail media investment. Trade and shopper budget reallocations have fueled most of the growth so far."
"Signals suggest retailers are changing how they view their media networks. Early on, many companies treated retail media as a monetization tool - a way to extract extra margin and profit from their existing shopper traffic and data."
"Today, leading retailers treat it as a capability that connects multiple parts of the business. Increasingly, it sits at the intersection of merchandising, marketing, loyalty programs, first-party data, ecommerce platforms, and store operations."
"That integration creates opportunity, but it introduces significant complexity. It requires organizations to rethink."
Retail media is moving from rapid growth to maturity, with projections indicating a 12.1% increase in ad spend by 2026. Major retail companies have launched numerous media networks, shifting billions into retail environments. However, growth is concentrated among a few players, and reliance on trade and shopper budgets is diminishing. The industry faces challenges in accountability and integration, necessitating a shift in how retailers view media networks, now seen as a capability that connects various business functions.
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