The biggest scramble in business right now is the race to dominate retail media. This relatively new concept is at the forefront of the digital advertising world and may become one of the main sources of revenue for major brands. Cannes Lions, a global advertising festival held in France, attracts advertisers from around the world, and this year, retail media dominated the event.
What is it? At its most basic, retail media is when a "retailer offers advertising capabilities and services, similar to what media outlets such as publishers and television networks have done for years," said Retail TouchPoints. This can include "'on-site' advertising opportunities — such as ads and videos on [a retailer's] own website, app or even in its physical stores," said Retail TouchPoints. The flip side of this is "off-site" advertising, when a retailer "lets advertisers leverage its first-party data to reach customers on third-party channels like social media."
How big is the industry? Global retail media spending will reach $140 billion this year, said eMarketer. This accounts for more than a fifth of all digital ad spending in 2024 and marks a 21% increase year-to-year from retail media spending in 2023.
When looking at individual companies, the scale of their retail media revenues is staggering. Amazon, for example, earned $46.9 billion from retail ads. This figure "makes Amazon the third-largest advertising platform in the United States, behind only Google and Facebook," said the Harvard Business Review.
What comes next? The industry isn't slowing down. U.S. retail media spending will reach $129 billion by 2028, up from $54 billion this year, said eMarketer. The industry is "becoming vital to ad channels outside of retail media networks as the first-party data it gathers from retailers allows for better targeting across social, search and the open web," said eMarketer.
At Cannes Lions, a slew of "dealmaking talk over potential partnerships between retailers, content providers and ad tech took place," said Axios. Shoppers themselves are the "new product being sold in-store and online," Mark Boidman, of Solomon Partners, said to Axios. |