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EMARKETER

Retail Media Ad Spending Forecast H1 2024

Off-Site Ads’ Rise Sparks a New Era

Report by Max Willens  |  Jun 11, 2024
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Executive Summary
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Table of Contents
Executive Summary
US retail media ad spending will grow at a torrid pace
Retail media will account for more than one-quarter of search ad spending in 2024
Retail media display’s balance has begun to shift off-site
Off-site retail media ad spending blooms as advertisers’ options grow
Partnerships and acquisitions powered a significant revision to our retail media CTV forecast
Select company snapshots: Amazon will remain atop the pecking order
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About This Report
Retail media ad spending in the US will reach almost $55 billion in 2024, as advertisers’ focus on off-site spending intensifies.
Topics
Retail Media
US
Table of Contents
Executive Summary
US retail media ad spending will grow at a torrid pace
Retail media will account for more than one-quarter of search ad spending in 2024
Retail media display’s balance has begun to shift off-site
Off-site retail media ad spending blooms as advertisers’ options grow
Partnerships and acquisitions powered a significant revision to our retail media CTV forecast
Select company snapshots: Amazon will remain atop the pecking order
EMARKETER Interviews
Sources
Media Gallery

US retail media ad spending continues to swell. More budget is migrating into off-site channels such as connected TV (CTV) and web publishers’ display inventory. But measurement, standardization, and execution challenges will stop growth from accelerating too quickly.

Key Question: How are retail media’s challenges shaping growth in off-site spending?

Omnichannel Retail Media Will Account for Almost a Quarter of All US Media Ad Spending in 2028
E-Mail ChartDownload

Key Stat: Retail media will have a compound annual growth rate of 24.1% between 2024 and 2028.

authors

Max Willens

Contributors

Sarah Marzano
Principal Analyst, Retail Media
Peter Newman
Director, Forecasting
Paul Verna
VP, Content
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