Retail Media Ad Spending Forecast 2022

The Market Weathers Economic Turbulence

Report by Paul Verna  | Aug 8, 2022
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Table of Contents
Executive Summary
Key Points
A Rapidly Surging Market for US Digital Retail Media
How Could Market Conditions Affect Retail Media Networks?
Innovations in an Ever-Evolving Retail Media Market
Read Next
Sources
Media Gallery
About This Report
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.
Topics
Digital Ad Spending
Retail Ecommerce Sales
Retail Media
United States
Table of Contents
Executive Summary
Key Points
A Rapidly Surging Market for US Digital Retail Media
How Could Market Conditions Affect Retail Media Networks?
Innovations in an Ever-Evolving Retail Media Market
Read Next
Sources
Media Gallery

Executive Summary

Retail media networks are among the fastest-growing and most dynamic ad marketplaces in the US. Retailers think of these operations as a means to boost revenues by leveraging their scale and their troves of first-party data.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How much will US advertisers spend on retail media networks through 2024?
  2. How resistant is retail media ad spending to market turbulence and macroeconomic headwinds?
  3. Who are the top market players and what are their value propositions?

WHAT’S IN THIS REPORT? Our latest forecast and analysis of ad spending on digital retail media, including the ecommerce channel, as well as a look at how market conditions could affect this sector.

US Digital Retail Media Ad Spending, 2019-2024 (billions, % change, and % of digital ad spending)
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KEY STAT: In 2022, US digital retail media ad spending will reach $40.81 billion—more than triple its pre-pandemic total.

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. A Rapidly Surging Market for US Digital Retail Media
  1. How Could Market Conditions Affect Retail Media Networks?
  2. Innovations in an Ever-Evolving Retail Media Market
  3. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

US Digital Retail Media Ad Spending, 2019-2024 (billions, % change, and % of digital ad spending)US Ecommerce Channel Ad Spending, 2020-2026 (billions, % change, and % of digital ad spending)
US Digital Retail Media Net Ad Revenue Share, by Company, 2019-2024 (% of digital retail media ad spending)Average Revenue Per User (ARPU) for Select US Retail Media Networks, 2021
Number of Retail Media Networks Currently Used by US Marketers, Sep 2021 (% of respondents)US Ecommerce Channel Ad Spending, by Format, 2020-2026 (billions)
Ad Formats That US Consumer Goods Advertisers Have Bought via Retail Media Networks, Nov 2021 (% of respondents)Importance of Select Attributes When Deciding Which Retail Media Networks to Use for Advertising According to US Consumer Goods Advertisers, Nov 2021 (scale of 1-5)
US CPG Advertisers Who Use the Self-Service Tools Provided by Retail Media Networks, Sep 2021 (% of respondents )Retail Ecommerce Sales in the US, by Product Category, 2020-2024 (billions, % change, and % of total retail ecommerce sales)

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authors

Paul Verna

Contributors

Andrew Lipsman
Principal Analyst, Retail & Ecommerce
Peter Newman
Senior Forecasting Analyst
Amy Rotondo
Director, US Research