Friday, December 9, 2022

Analyst Take: Why retail media is destined to be the largest of digital promoting’s three large waves

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We anticipate US retail media advert spend to leap 31.4% to $40.81 billion this 12 months, greater than tripling from its 2019 whole of $13.23 billion. Whilst development charges taper from their pandemic highs—57.3% in 2020 and 49.3% in 2021—it’s clear that retail media continues to be in its early days.

Retail media has barely scratched the floor of its potential. So far, most retail media advert spend comes from the low-hanging fruit of sponsored search. Retail media networks (RMNs) had been capable of adapt the Google playbook to ecommerce contexts to seize model spend.

Although search is already giant and well-established, it nonetheless has loads of runway as RMNs proliferate and mature. And but, different retail media advert codecs stay largely untapped.



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