Worldwide Retail Media Ad Spending Forecast 2024

A Fifth of All Digital Ad Spending Will Go to the Fast-Growing Format

Report by Ethan Cramer-Flood  | Feb 7, 2024
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Executive Summary
Retail media ad spending is booming worldwide—to Amazon’s benefit
Retail media is hottest in Latin America, though the outlook is positive everywhere
Media Gallery
About This Report
Our first-ever worldwide forecast for retail media ad spending shows enduring momentum and lots of good news for Amazon and other ecommerce platforms around the world.
Topics
Digital Ad Spending
Worldwide
Table of Contents
Executive Summary
Retail media ad spending is booming worldwide—to Amazon’s benefit
Retail media is hottest in Latin America, though the outlook is positive everywhere
Media Gallery

Retail media advertising isn’t just a US phenomenon: Spending is booming at a global level and in every market that we break out. The US remains the center of gravity, but the story is similar everywhere.

Key Question: What is the outlook for retail media ad spending at the worldwide level, and how do the major international ad markets compare?

Retail Media Ad Spending Worldwide, 2019-2025 (billions, % change, and % of total digital ad spending)
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Key Stat: Worldwide retail media ad spending is on track to increase by nearly $100 billion between 2020 and 2025. Its 21.8% rise this year will outpace growth rates in nearly all other forms of ad spending.

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Table of Contents

  1. Executive Summary
  2. Retail media ad spending is booming worldwide—to Amazon’s benefit
  1. Retail media is hottest in Latin America, though the outlook is positive everywhere
  2. Media Gallery

    Charts in This Report

    Retail Media Ad Spending Worldwide, 2019-2025 (billions, % change, and % of total digital ad spending)Retail Media Digital Ad Spending Share in Mexico, by Company, 2019-2025 (% of total)

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    authors

    Ethan Cramer-Flood

    Contributors

    Paul Briggs
    Principal Analyst
    Matteo Ceurvels
    Senior Analyst
    Peter Newman
    Director, Forecasting