The Path to Purchase Institute's 2025 Annual Trends Study reveals that 70% of surveyed companies intend to boost their retail media budgets this year, indicating substantial growth potential in the sector. However, brands face significant challenges related to targeting, measurement consistency, and ROI comparisons across various channels. Despite recognizing retail media's value compared to other digital platforms, firms are still navigating complexities in budget allocation—with shopper marketing being the leading contributor. Aligning best practices is viewed as crucial for enhancing participation and validating retail media's effectiveness in connecting with consumers.
"Retail media is undeniably reshaping the way brands connect with shoppers, but proving its value isn't always straightforward," said Mark Rose, senior director, market strategy for TransUnion's retail business.
According to the company's survey, 80 percent of marketing professionals recognize the value of retail media as being more or as effective as other digital channels.
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