Retail Media's Rise: A $61B Ad Powerhouse by 2024

Retail media networks (RMNs) are gearing up to redefine advertising, forecasted to hit a whopping $61 billion by 2024. Let's unpack the explosion of this burgeoning digital powerhouse.

Projected Growth of Retail Media Networks in Digital Advertising for 2024

The digital advertising landscape is poised for a significant transformation as retail media networks (RMNs) are expected to burgeon into a $61 billion industry by 2024. This marks a doubling in value from 2021 and sets the stage for RMNs to potentially rival traditional TV ad spend in the near future.

With US retail media CTV ad spend projected to reach $830 million, a strategic synergy between retail media and streaming TV is anticipated. This can be seen in examples such as Red Baron's use of purchase data from The Kroger Co.'s Kroger Precision Marketing to target lapsed buyers on Roku's platform, resulting in a 9.1% uplift in household penetration and a 48% increase among the targeted demographic.

Statistics further back up the projected growth, with retail media's share of the digital advertising pie expanding rapidly. This growth is not just a flash in the pan; it's indicative of a deeper retail media revolution, with the industry experiencing rapid expansion and becoming increasingly crucial for advertisers and agencies. A survey covering the UK, US, France, and Germany revealed over 400 advertisers and agency executives expressing growing interest and investment in RMNs, signaling a shift in the advertising paradigm.

The advent of Retail Media 2.0 marks a significant evolution in the industry. This new phase is characterized by a heightened emphasis on paid search to drive traffic and sales through retailer partners. A staggering 76% of marketers now use paid search as part of a holistic advertising strategy, underscoring its importance in the current retail media landscape.

The significance of RMNs to retailers and manufacturers cannot be overstated, with these networks becoming increasingly essential in generating revenue and reaching consumers in an omnichannel world. The evolution towards Retail Media 2.0 requires brands to consider upper-funnel formats within the context of national media and move up the funnel and across retail channels. This evolution is detailed in an Insider Intelligence article, which discusses the unprecedented expansion of Retail Media 1.0 and the foundation it sets for Retail Media 2.0.

Launching a viable retail media network highlights the complex nature of such a venture but also the significant benefits it can yield with careful planning and execution.

Challenges Facing Retail Media Networks

Despite the promising outlook, RMNs face their share of challenges. The adoption of RMNs presents potential obstacles from a marketer's perspective, including data integration, privacy concerns, and the need to balance traditional advertising channels with the transformative nature of Retail Media 2.0. These challenges are not insurmountable but require careful consideration and strategic planning.

Data and expert opinions provide context for these challenges, emphasizing the need for a nuanced approach to integrating RMNs into existing marketing strategies. The key lies in understanding the unique benefits and potential pitfalls of RMNs and navigating them with foresight and agility.

Differences Between Retail Media Networks and Traditional Advertising Channels

Traditional advertising channels have long been the mainstay of marketing strategies, but RMNs are transforming the landscape. The transformative nature of Retail Media 2.0 is evident in the benefits it offers over traditional channels. RMNs provide unparalleled targeting and branding opportunities, allowing for a more personalized approach to reaching consumers.

Consumer reach and omnichannel strategy optimization are at the heart of RMNs' advantages. These networks offer insights on consumer behavior that are invaluable for media buying and planning, enabling brands to target their audience more effectively and generate revenue while enhancing their omnichannel strategies. The spending on retail media advertising, projected to reach $160 billion in the U.S. alone by 2027, is a testament to the growing importance of RMNs in the advertising ecosystem.

Insights from authoritative sources, such as MediaPost, highlight the need for brands to consider national media formats within the context of retail media, indicating a transformation in the way retailers and manufacturers generate revenue and reach consumers.

Benefits of Incorporating Retail Media Networks into Marketing Strategies

Marketers stand to gain significantly from incorporating RMNs into their strategies. The key advantages include reaching ready-to-buy customers, access to first-party data, proximity to the point of sale, expanded reach and audience, and enhanced media buying and planning capabilities.

RMNs enable brands to target customers who are actively browsing retailer websites and apps with the intent to make a purchase, thus influencing purchase decisions during the active research phase. This proximity to the point of sale is a distinct advantage, as customers are already engaged with popular retail channels for their shopping needs.

The potential for expanded reach and audience through popular retail channels is another benefit, as is the access to valuable first-party customer data. This data provides insights into consumer behavior and preferences, enabling marketers to create more personalized and targeted advertising campaigns.

Enhanced media buying and planning capabilities due to RMNs are also a significant advantage. By leveraging the data and insights available through these networks, brands can optimize their advertising strategies, allocate budgets effectively, and improve campaign performance.

External authoritative sources, such as Tinuiti, Amazon Advertising, and Bazaarvoice, provide deeper dives into the benefits of RMNs, offering valuable perspectives for marketers considering integrating these networks into their marketing strategies.


The projected growth and significance of RMNs in 2024 cannot be overstated. As the industry continues to evolve, the trends, challenges, benefits, and differences from traditional channels become increasingly clear. Marketers are encouraged to consider integrating RMNs into their strategies, leveraging the insights discussed to stay ahead in the competitive landscape of digital advertising.