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EMARKETER

Retail Media Ad Spending Forecast H1 2023

As Retailers Race to Innovate, Ad Buyers Scramble to Keep Up

Report by Max Willens  |  Apr 6, 2023
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Report
The One-Pager
Deck
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Table of Contents
Executive Summary
Despite economic headwinds, digital advertising’s third wave is nowhere near cresting.
Steady retail ecommerce growth is providing a tailwind.
Amazon provides most of the oxygen.
The number of retailers getting in on the fun is growing—as is the number of RMNs brands use.
Retail media is dominated by on-site advertisements—for now.
CTV is less critical to retail media’s near-term future than presumed.
Advertisers’ sense of retail media’s place in the funnel is shifting.
Our forecast changes reflect a channel evolving too fast—for both its buyers and its sellers.
What this forecast means for you.
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
Healthy growth will obscure the upheaval that retail media’s evolution is causing. Retailers racing to think more like publishers—and brands trying to rethink the value of retail media—are feeling some strain.
Topics
Retail Media
Search Ad Spending
United States
Table of Contents
Executive Summary
Despite economic headwinds, digital advertising’s third wave is nowhere near cresting.
Steady retail ecommerce growth is providing a tailwind.
Amazon provides most of the oxygen.
The number of retailers getting in on the fun is growing—as is the number of RMNs brands use.
Retail media is dominated by on-site advertisements—for now.
CTV is less critical to retail media’s near-term future than presumed.
Advertisers’ sense of retail media’s place in the funnel is shifting.
Our forecast changes reflect a channel evolving too fast—for both its buyers and its sellers.
What this forecast means for you.
Insider Intelligence Interviews
Sources
Media Gallery

Executive Summary

Retail media should become one of digital media’s most important channels. But neither the buy nor sell sides have fully addressed the issues keeping the channel from maximizing its growth, including organizational challenges and measurement inconsistency.

Key Question: What is driving and hindering the growth of retail media ad spending?

KEY STAT: We expect advertisers to pour more than $45 billion into retail media ad spending in 2023.

Download
Report
The One-Pager
Deck
Share
Table of Contents
Executive Summary
Despite economic headwinds, digital advertising’s third wave is nowhere near cresting.
Steady retail ecommerce growth is providing a tailwind.
Amazon provides most of the oxygen.
The number of retailers getting in on the fun is growing—as is the number of RMNs brands use.
Retail media is dominated by on-site advertisements—for now.
CTV is less critical to retail media’s near-term future than presumed.
Advertisers’ sense of retail media’s place in the funnel is shifting.
Our forecast changes reflect a channel evolving too fast—for both its buyers and its sellers.
What this forecast means for you.
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
Healthy growth will obscure the upheaval that retail media’s evolution is causing. Retailers racing to think more like publishers—and brands trying to rethink the value of retail media—are feeling some strain.
Topics
Retail Media
Search Ad Spending
United States
Table of Contents
Executive Summary
Despite economic headwinds, digital advertising’s third wave is nowhere near cresting.
Steady retail ecommerce growth is providing a tailwind.
Amazon provides most of the oxygen.
The number of retailers getting in on the fun is growing—as is the number of RMNs brands use.
Retail media is dominated by on-site advertisements—for now.
CTV is less critical to retail media’s near-term future than presumed.
Advertisers’ sense of retail media’s place in the funnel is shifting.
Our forecast changes reflect a channel evolving too fast—for both its buyers and its sellers.
What this forecast means for you.
Insider Intelligence Interviews
Sources
Media Gallery

authors

Max Willens

Contributors

Evelyn Mitchell-Wolf
Senior Analyst, Digital Advertising & Media
Peter Newman
Senior Forecasting Analyst
Paul Verna
Principal Analyst
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