Retail Media Networks Market Size, Share, Growth, and Industry Analysis, By Type (Display Ads, Search Ads), By Application (Catering, Consumer Goods, Others), and Regional Forecast to 2032

Updated On: 22 April 2024

retail media networks market Report Overview

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The global retail media networks market size was USD 18949.62 million in 2022 and the market is projected to touch USD 34772.8 million by 2032 at a CAGR of 6.26% during the forecast period.

In the retail media networks market, businesses and brands leverage digital advertising channels within the retail ecosystem to establish effective connections with their target audiences. These channels encompass a variety of advertising formats, including display ads and search ads, all strategically employed to engage consumers throughout their online shopping experiences. These media networks provide brands with the unique ability to precisely target their advertising efforts, monitor real-time performance metrics, and elevate their brand visibility. Consequently, these networks have become indispensable components of the digital retail landscape, allowing brands to engage with their desired audience with precision and efficiency.

The retail media networks market growth is attributed to several factors. The primary driver is the significant shift towards online shopping, which has been accelerated by factors such as convenience, a vast selection of products, and competitive online pricing. As more consumers opt for e-commerce, brands increasingly rely on retail media networks to remain visible and relevant to their target customers. Additionally, the rising popularity of retail subscription services like Amazon Prime and Walmart+ has contributed to the market's growth. These services offer consumers enticing benefits, driving engagement and loyalty, while providing brands with access to valuable consumer data and an engaged customer base. This trend underscores the evolving role of these media networks in modern retail marketing strategies.

COVID-19 Impact: Demand Surged Due to Increased Reliance on Data and Analytics in Advertising

The COVID-19 pandemic has been unprecedented and staggering, with the retail media networks market experiencing higher-than-anticipated demand across all regions compared to pre-pandemic levels. The sudden rise in CAGR is attributable to the market's growth and demand returning to pre-pandemic levels.

The COVID-19 pandemic had a profound impact on this market. As the pandemic unfolded, a surge in demand for these media networks was observed, driven by various factors. One key factor was the dramatic shift to online shopping as consumers sought to minimize in-person interactions. RMNs have emerged as a valuable channel for brands to connect with their target audiences in this new digital retail landscape. This shift was further fueled by the convenience of online shopping, the extensive product selections available, and the competitive pricing offered by e-commerce platforms.

Another factor contributing to the heightened demand for these networks during the pandemic was the increasing reliance on data and analytics in advertising. RMNs leveraged data-driven approaches to deliver highly targeted ads to specific consumer segments. This data-driven precision sets RMNs apart from other forms of advertising, making them more effective in reaching and engaging consumers during uncertain times.

Latest Trends

"Utilization of Omnichannel Networks to Strategically Place Targeted Ads Across Diverse Channels"

The prevailing trend in this market is the rapid ascent of omnichannel networks. These networks enable brands to strategically place targeted ads across diverse channels, such as retailers' websites, mobile apps, and in-store displays, ensuring seamless consumer engagement regardless of their shopping location.

Omnichannel networks offer several distinct advantages over their traditional counterparts. They provide a broader reach, allowing brands to engage consumers across multiple channels, which is essential in today's multi-channel shopping landscape. Moreover, they enhance targeting precision by aggregating data from various sources, resulting in more effective advertising campaigns that can cater to specific customer segments. Additionally, omnichannel campaigns are proven to be more effective as they engage consumers at different stages of the shopping journey.

Leading players in this evolving landscape have embraced omnichannel strategies, with notable networks like Amazon Advertising, Walmart Connect, Target Media Network, Kroger Precision Marketing, and Walgreens Alliance Media setting the industry standard. This growing adoption underscores the significance of omnichannel approaches in modern retail marketing strategies, offering advantages in terms of reach, targeting precision, and campaign effectiveness.

retail media networks market Segmentation

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•  By Type Analysis

The market can be segmented into two main types: display ads and search ads.

Display ads are the dominant segment in the market, driving a significant portion of revenue.

• By Application Analysis

Based on application, the market can be divided into catering, consumer goods, and others.

Catering and consumer goods are the leading application segments, with a substantial market presence.

Driving Factors

"Shift towards Online Shopping to Boost Market Expansion"

The primary driving factor for this market is the global shift towards online shopping. As consumers increasingly embrace e-commerce, retail media networks have become essential for brands to connect with their target audiences. The convenience of online shopping, a wide product selection, and competitive online pricing are key drivers of this shift. These media networks empower brands with targeted advertising, real-time performance tracking, and enhanced brand visibility.

"Surge in Retail Subscriptions to Drive Market Growth"

The growing popularity of retail subscriptions, such as Amazon Prime and Walmart+, is a significant driver of the retail media market. These services offer consumers attractive benefits like free shipping, exclusive discounts, and early access to products. Brands, in turn, gain access to a broad and engaged consumer base, valuable data insights, and increased brand loyalty. Retail subscriptions highlight the pivotal role of retail media in evolving retail marketing strategies.

Restraining Factor

"Measurement and Attribution Challenges to Hinder Brand’s Investment"

Measurement and attribution pose significant challenges in this market. The intricate landscape of consumer behavior, driven by omnichannel shopping, makes it increasingly complex to discern the impact of advertisements across various channels. Adding to the complexity, many retail media networks employ proprietary measurement and attribution methodologies, inhibiting brands from conducting meaningful cross-network assessments. This lack of standardized metrics often leaves brands struggling to substantiate their investments in retail media advertising and conclusively demonstrate the influence of their campaigns on driving sales. Issues such as limited transparency and restricted data access further compound the challenge, hindering comprehensive measurement and attribution efforts in this evolving marketing landscape.

retail media networks market Regional Insights

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"North America Leads Due to Strong Presence of Retail Giants and a Robust E-commerce Ecosystem"

North America holds a dominant retail media networks market share, driven by a robust e-commerce ecosystem with a large online shopper base and substantial spending. This environment provides a strong foundation for retail media networks, enabling effective brand-to-consumer connections. North America's advanced advertising infrastructure, including various platforms and technologies, contributes to its prominence. Retail giants such as Walmart, Amazon, and Target, with extensive customer bases and data, further bolster the region's leadership. The region's substantial advertising investments signify a significant pool of potential capital for these media networks. Brands effectively utilize these networks, exemplified by platforms like Walmart Connect, Amazon Advertising, and Target Media Network, for targeted advertising and engagement. As the market evolves, North America is poised for further innovation in brand utilization of these media networks to reach and engage audiences.

Key Industry Players

"Key Players Focus on Partnerships to Gain a Competitive Advantage"

Prominent market players are making collaborative efforts by partnering with other companies to stay ahead of the competition. Many companies are also investing in new product launches to expand their product portfolio. Mergers and acquisitions are also among the key strategies used by players to expand their product portfolios.

List of Market Players Profiled

• Walmart (U.S.)
• Alibaba (China)
• Target (U.S.)
• Amazon (U.S.)
• eBay (U.S.)
• Kroger (U.S.)

Report Coverage

This research profiles a report with extensive studies that take into description the firms that exist in the market affecting the forecasting period. With detailed studies done, it also offers a comprehensive analysis by inspecting the factors like segmentation, opportunities, industrial developments, trends, growth, size, share, restraints, etc. This analysis is subject to alteration if the key players and probable analysis of market dynamics change.