Retail Media Ad Spending Forecast H1 2024

Off-Site Ads’ Rise Sparks a New Era

Report by Max Willens  | UPDATED: Oct 4, 2024
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Executive Summary
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Table of Contents
Executive Summary
US retail media ad spending will grow at a torrid pace
Retail media will account for more than one-quarter of search ad spending in 2024
Retail media display’s balance has begun to shift off-site
Off-site retail media ad spending blooms as advertisers’ options grow
Partnerships and acquisitions powered a significant revision to our retail media CTV forecast
Select company snapshots: Amazon will remain atop the pecking order
EMARKETER Interviews
Sources
Media Gallery
About This Report
Retail media ad spending in the US will reach almost $55 billion in 2024, as advertisers’ focus on off-site spending intensifies.
Topics
Retail Media
US
Table of Contents
Executive Summary
US retail media ad spending will grow at a torrid pace
Retail media will account for more than one-quarter of search ad spending in 2024
Retail media display’s balance has begun to shift off-site
Off-site retail media ad spending blooms as advertisers’ options grow
Partnerships and acquisitions powered a significant revision to our retail media CTV forecast
Select company snapshots: Amazon will remain atop the pecking order
EMARKETER Interviews
Sources
Media Gallery

US retail media ad spending continues to swell. More budget is migrating into off-site channels such as connected TV (CTV) and web publishers’ display inventory. But measurement, standardization, and execution challenges will stop growth from accelerating too quickly.

Key Question: How are retail media’s challenges shaping growth in off-site spending?

Omnichannel Retail Media Will Account for Almost a Quarter of All US Media Ad Spending in 2028
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Key Stat: Retail media will have a compound annual growth rate of 24.1% between 2024 and 2028.

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    Table of Contents

    1. Executive Summary
    2. US retail media ad spending will grow at a torrid pace
    3. Retail media will account for more than one-quarter of search ad spending in 2024
    4. Retail media display’s balance has begun to shift off-site
    1. Off-site retail media ad spending blooms as advertisers’ options grow
    2. Partnerships and acquisitions powered a significant revision to our retail media CTV forecast
    3. Select company snapshots: Amazon will remain atop the pecking order
    4. EMARKETER Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    Omnichannel Retail Media Will Account for Almost a Quarter of All US Media Ad Spending in 2028Six Different Formats and Tools Are Part of a Majority of Retail Media Advertisers' Strategies
    Retail Media Search Will Capture More Than $1 of Every $6 Spent on Digital Ads in the US in 2028Off-Site Retail Media Ad Spending Will Surpass Ecommerce Channel Display Ad Spending in 2024
    Retail Media CTV Ad Spending Will Make Up More Than One-Fifth of the CTV Ad Market in 2027

    Interviewed for This Report

    Mike Brunick
    Yahoo
    Senior Vice President, Head, Commerce Media
    Interviewed May 6, 2024
    Lynne Kjolso
    Microsoft
    Vice President, Global Partner and Retail Media
    Interviewed May 16, 2024
    Shawn McGahee
    Google
    Head, Retail Media
    Interviewed May 3, 2024
    John Paquin
    Association of National Advertisers (ANA)
    Senior Director, Brand Activation
    Interviewed May 3, 2024
    Sherry Smith
    Criteo
    Executive Managing Director, Americas
    Interviewed May 8, 2024
    Jordan Witmer
    Kenvue
    Associate Director, Omnichannel Retail Media
    Interviewed May 3, 2024

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    First Published on Jun 11, 2024

    authors

    Max Willens

    Contributors

    Sarah Marzano
    Principal Analyst, Retail Media
    Peter Newman
    Director, Forecasting
    Paul Verna
    VP, Content