Advertisers adjust their budgets to capitalize on retail media

Key stat: US retail media ad spending will increase 88.5% from 2024 to 2028, reaching $97.9 billion, according to a November 2024 EMARKETER forecast.

Beyond the chart:

• Retail media ad spend on connected TV (CTV) is growing quickly in the US, increasing 45.5% YoY in 2025, EMARKETER forecasts.
• Nine in 10 US marketers plan to promote their creator partnerships via retail media networks in 2025, according to an October 2024 LTK survey.

Use this chart: Marketers can use this chart to consider the role of retail media in their strategies, and how reaching consumers at the point of purchase can benefit other channels like influencer marketing and CTV.

Related EMARKETER reports:

• Retail Media Forecast Report Update: Diversification Drives a New Phase of Growth (EMARKETER subscription required)
• The State of Measurement in Retail Media (EMARKETER subscription required)