With one in 8 digital advertising dollars now going to retail media, it has quickly become the third most popular digital advertising channel in the US, just behind paid search and paid social advertising. Although retail media is not an emerging channel, the bulk of its incredible growth has happened over the last few years after the onset of the pandemic drove ecommerce sales through the roof.
To better understand the trends driving this channel, Skai™ and BWG Strategy surveyed mid-level and senior-level decision-makers who spend a key portion of their week involved in retail media.
This first annual Skai™ State of Retail Media Survey captures feedback from marketers at 163 of the world’s leading agencies, brands, aggregators, technology providers, publishers, and retailers. We asked these experts questions about where budgets are coming from, how they are being managed today, and their expectations for the future.
Here are eight high-level insights from this study that help grasp the trajectory of retail media:
How will these insights guide your retail media planning? Check out our report and share this information with your teams to see what they think.
—Josh Dreller, Senior Director, Content Marketing, Skai™