According to a November 2024 EMARKETER forecast, U.S. retail media advertising is expected to surge dramatically, growing 88.5% from 2024 to 2028 to reach $97.9 billion. Alongside this, retail media ad spend on connected TV is projected to increase by 45.5% year-on-year in 2025. A recent LTK survey found that 90% of marketers in the U.S. plan to utilize retail media networks to enhance their marketing strategies, indicating a shift in focus toward engaging consumers effectively at the point of purchase, potentially benefitting channels like influencer marketing and CTV.
Retail media ad spending is on track to witness substantial growth, with projections indicating an increase of 88.5% from 2024 to 2028, reaching a staggering total of $97.9 billion. This explosive growth highlights the increasing importance of retail media within marketers' advertising budgets, as businesses recognize the value of engaging consumers at the critical point of purchase.
The rise of retail media networks is underscored by a forecasted 45.5% year-on-year increase in retail media ad spend on connected TV in 2025. This shift signifies an evolving landscape where marketers are seeking to leverage the reach and effectiveness of digital media to enhance their advertising efforts across various platforms.
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