Retail media

In November, Procter & Gamble’s Chief Brand Officer Marc Pritchard described retail media advertising as a ‘game changer’, noting it delivers up to four times higher return than other forms of advertising. By ‘retail media’, he means an emerging form of advertising operated by retailers or with retailers’ first-party data. Similar to investors, advertisers are always on the lookout for the highest return opportunities, which is why retail media is rapidly attracting substantial advertising spend. Worldwide, retail media advertising revenues have surged, growing nearly threefold from USD 43 billion in 2019 to USD 124 billion in 2023. According to advertising agency Magna, retail media revenues are expected to increase by 18% in 2024 and 13% in 2025. We wrote more about retail media and other consumer trends including digital entertainment and injectable aesthetics here.

Source: Magna, eMarketer, December 2024.