The rise of in-store retail media will prove that the physical store is the next major media channel for brands.

Retail media networks (RMNs) are both still in their infancy and intimidatingly complex. Most brands advertising via retail media are using multiple networks, according to the Association of National Advertisers, but data and analytics aren’t standardized across platforms. The result is a major headache for advertisers. Here are some tips for using retail media right.

If the “Retail Media 1.0” era was primarily about search-driven ecommerce, then Retail Media 2.0 (with credit to Peter Moustakerski) will be about moving up the funnel and across retail channels

There’s no stopping the retail media juggernaut. At $45.05 billion in US spending in 2023, it’s already far ahead of connected TV and closing in on traditional TV.

Retail media networks will challenge Google and Meta, and offer retailers serious margins.

See our latest industry KPIs for retail media.

Economic conditions will have a huge effect on the retail, media, and marketing industries in 2023. For companies to succeed, the cost-conscious consumer must be front and center.

The digital advertising landscape is shifting and it’s every person for themselves in a fight to the top. Let’s get to know the players and place our bets on who will win the battle royale for ad dollars.

Another eventful year is on tap for retailers as inflation forces consumers to prioritize basics, supply chain snarls continue, and customer loyalty wanes. Retailers that cut costs or add new revenue streams—and provide frictionless customer experiences—will prevail.

We lowered our expectations for digital ad spending next year amid ongoing data privacy challenges, post-pandemic normalization in investment, and overall market instability.

We expect 2023 to usher in changes in ad spending, audience, and commerce that will create a new crop of digital leaders.

Walmart will net $2.22 billion in US digital ad revenues this year, per our forecast.

Kroger Precision Marketing has added Snapchat to its retail media offerings, enabling advertisers to use Kroger’s first-party data to target consumers with Snap or Story ad campaigns.

British supermarket Morrisons became the latest UK retailer to unveil its own retail media network in September. It follows similar moves by Tesco, Boots, and Sainsbury’s—heralding an acceleration of retail media in the UK. This Analyst Take will explore what’s driving the shift, as well as our predictions for the future of UK retail media networks.

Retail media is following in the footsteps of search and social as digital advertising's third big wave, and has already established itself as a force. Built on a foundation of valuable first-party purchase data, contextually relevant ad experiences, and closed-loop reporting, retail media is seeing advertiser budgets quickly migrating in its direction. This fall, Amazon’s exclusive rights to NFL Thursday Night Football will “kick off” the first of retail media’s next three phases of growth and prove why digital advertising’s third big wave is destined to be the biggest.

It’s not the fastest-growing channel, but paid search is still a vital component of the digital advertising ecosystem, especially as privacy changes and a potential recession put ad budgets in jeopardy.

The digital shelf has grown more competitive for CPG brands amid the rise of grocery ecommerce and increasing retail media ad spend.

Mcommerce sales will continue to rise, growing to over 40% of total ecommerce sales. But the market is slowing down overall, and the days of high double-digit growth are coming to an end.

In the US, digital retail media and the ecommerce channel are growing faster than any other major ad format except connected TV. This report analyzes our latest retail media forecast and examines the role market uncertainty could play in this space.

In a survey of marketing decision-makers from 163 leading organizations, more than 80% say they plan to increase their retail media spending next year, showing the popularity and continued growth of the channel.