Boom Time for Retail Media?

THIS WEEK'S SPOTLIGHT

Although e-commerce habits have reverted backward somewhat - and the ratio of e-commerce to in-store sales has rationalized - the upcoming elimination of third-party cookies is driving brands to seek media placements closer to the point of sale.

Retail media activity is booming. Retail advertising is projected to surpass $40 billion in 2022, representing some 17% of overall digital ad spend in the U.S.

As retail media activity surges, ad offerings will evolve.

Native and display units could be nearing the point of saturation on some websites. So, newer, more unique units, including video ads, shoppable media, and bespoke landing pages may be the key to targeting shoppers at the point of sale with tailored ads.

WHAT WE'RE READING...        

RETAIL ECOSYSTEM 

• Giant Food Hosts Advanced In-Store Digital Platform - Progressive Grocer  
• BP Enters Global Strategic Partnership with Uber Eats - Convenience Store News  
• Amazon, Walmart, Target Lead Retail Media as CPG Ad Spend Tops $500M - Marketing Dive

OPEN ECOSYSTEM 

• SoftBank-backed Fetch Rewards Raises $240MM in Funding Round - Reuter's  
• TikTok Launches New Program to Help Creative Agencies Reach Its Audience - Tech Crunch  
• Snapchat Says 92% of Gen Z Wants to Use AR For Shopping - Retail Dive        

E-COMMERCE 

• Kroger and Bed, Bath & Beyond Partner in E-Commerce - Retail Leader  
• 4 E-commerce Advertising Trends to Watch - ANA  
• E-Commerce Acceleration is the Future, Don't Get Left Behind - Entrepreneur

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