Retail media works. For 77% of US organizations, retail media has either met or exceeded KPI expectations, according to a December 2023 survey from Skai and the Path to Purchase Institute. Only 3% say it had little or no impact on desired objectives.
Organizations investing in retail media are prioritizing ads on retailer websites, paid search shopping ads on places like Google Shopping, and social commerce ads on places like TikTok Shop and Facebook Marketplace.
Retail media networks looking to capture those ad dollars should focus on what brands want to invest in. US consumer packaged goods manufacturers are looking for quality performance measurement, new ad formats and innovations, and placements that have performed well in the past, according to Skai and the Path to Purchase Institute.