Charting retail media through 2028

Intermediaries get creative, go off-site and in-house AUGUST 5, 2024 [5 charts on what’s shaping retail media through 2028]( US omnichannel [retail media]( ad spend will account for nearly a quarter of total media ad spend by 2028, reaching $129.93 billion, per our forecast. This growth will be fueled by a surge in retail media search, non-endemic partnerships, and off-site placements. However, financial media networks may give [retail media networks]( some competition for advertiser dollars. Here are five charts to help you dig deeper. 1. Retail media search skyrockets US retail media search ad spend is on the rise, growing by double digits over the next four years to reach $76.83 billion, per our forecast. Non-retail media (traditional) search ad spend is on the decline, growing less than 1.0% in 2028, reaching $106.96 billion. The rise in retail media ad spend may be due to its ability to deliver on performance-related goals. Over half (59%) of retail marketers worldwide say performance-driven paid media is the advertising capability and media investment most critical to them, according to a November 2023 survey from Mediaocean and TechValidate. Story continues below. 2. In-store retail media grows steadily despite barriers to adoption Although ad spend on in-store retail media will remain less than 1.0% of total retail media ad spend in the US through 2028, it will grow steadily over the next four years, per our forecast. But in-store retail media often requires heavy investment in new technology, which could be a barrier to further adoption, according to our [In-Store Retail Media 2024]( report. Advertisers are more likely to spend on established formats, like on-site ads or paid search. [Keep reading]( [Intermediaries get creative, go off-site and in-house]( Intermediaries like Instacart and DoorDash have a unique place in retail media. With consumers buying goods from major retailers through their platforms, intermediaries have engaged audiences and valuable first-party data. Here are three recent intermediary moves that caught our eye, and what they mean about broader retail media trends. 1. Instacart introduces new ad format [Instacart’s new ad units “spark out-of-aisle inspiration,”]( per the company, by featuring: - Recipes, which allow brands to feature products alongside complementary items, such as a sponsored recipe for chicken pot pie featuring a pastry dough brand - Occasions, which allow brands to curate collections for events like birthday parties or barbecues - Bundles, which compile similar items, like laundry detergent and dryer sheets Why marketers care: Instacart’s moves show how retail media advertising is getting more creative. Brands need to be thoughtful about how they advertise on retail media networks and give consumers a reason to click, rather than hoping generic sponsored search results will work. 2. DoorDash partners with Symbiosis for off-site ads The partnership allows brands to leverage DoorDash’s first-party data on third-party sites, giving advertisers a broader reach. Why marketers care: In 2025, one in five retail media dollars spent (20.1%) in the US will go to off-site advertising, per our forecast. 3. Gopuff brings retail media operations in-house Gopuff was working with Publicis Groupe’s CitrusAd, but now will run its retail media network through its own custom tools. The move allows for audience [targeting]( based on campaign objectives and bid automation, as well as a simplified interface for advertisers. Why marketers care: In-house retail media operations have a lot of advantages over working with third parties, but they also require ad buyers and operations professionals to learn a new system, which could make serving ads with Gopuff more complex for brands advertising across multiple retail media networks. [Read online]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2024 EMARKETER, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](