Key stat: 69% of US agency and marketing decision-makers measure the success of retail media campaigns through return on ad spend (ROAS) or incremental ROAS, according to July 2024 data by Quartile and NewtonX.

Beyond the chart:

• 68% of US agency and marketing decision-makers say a higher ROI compared with other ad channels would drive bigger retail media investments in the future, the same Quartile and NewtonX study found.
• US retail media ad spend will grow 26.0% this year, reaching $54.48 billion, per our March 2024 forecast.

Use this chart: Retail media advertisers can use this chart to inform their KPIs and define success.

Related EMARKETER reports:

• The Retail Media Opportunity (Subscription required)
• Path to Purchase 2024 (Subscription required)

Note: Data was provided to EMARKETER by Quartile.

Methodology: Data is from the September 2024 Quartile report titled "Retail Media Pulse: Insights and Outlook" conducted by NewtonX. 153 US marketing and agency decision-makers were surveyed online by NewtonX during July 8-25, 2024. 70% of respondents worked for companies with annual revenues of $10 million+. The respondents included agency decision-makers (n=55), marketing decision-makers (n=56), and brand owners (n=42). Quartile is a retail media optimization company.