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About
Retail Media Explainer
What Marketers Should Know About This Advertising Juggernaut
Executive Summary
Retail media is one of the largest and fastest-growing ad markets in the US. It took only five years—from 2016 to 2021—for it to ramp up from $1 billion to $30 billion. That’s on par with mobile (also five years) and considerably faster than video (9 years), social networks (11 years), and search (at least 15 years).
KEY QUESTIONS
- What is retail media?
- How big is the market and what’s driving growth?
- What part of the purchase funnel does retail media reach?
- Why is it important to advertisers, retailers, and ad tech companies?
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KEY STAT: Retail media is the second-fastest-growing major ad format in the US, closely behind connected TV (CTV). If current trends hold, retail media ad spending will surpass traditional TV by mid-decade.
authors
Paul Verna
Contributors
- Andrew Lipsman
- Principal Analyst, Retail & Ecommerce
- Evelyn Mitchell
- Analyst, Digital Advertising & Media
- Amy Rotondo
- Director, US Research
- Max Willens
- Senior Analyst
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