{"id":25,"date":"2025-08-15T15:08:30","date_gmt":"2025-08-15T15:08:30","guid":{"rendered":"https:\/\/thesnapload.com\/?p=25"},"modified":"2025-08-17T07:58:50","modified_gmt":"2025-08-17T07:58:50","slug":"retail-media-2-0-slower-growth-bigger-share-of-wallet","status":"publish","type":"post","link":"https:\/\/thesnapload.com\/?p=25","title":{"rendered":"Retail Media 2.0: Slower Growth, Bigger Share of Wallet"},"content":{"rendered":"\n

Why ad dollars are shifting, who’s leading (U.S. & China), and what non-retail brands should know<\/em><\/p>\n\n\n\n

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Retail Media Keeps Winning \u2014 Even as Growth Eases<\/h3>\n\n\n\n

In 2025, retail media remains a digital ad ecosystem powerhouse \u2014 albeit with more measured gains. Global retail media ad spend is expected to hit $180 billion<\/strong>, rising around 15% year-over-year<\/strong>.<\/p>\n\n\n\n

In the U.S. alone, ad spending is set to reach $62 billion<\/strong>, a $10 billion increase from the previous year, and accounting for roughly 35% of total global spend<\/strong>.<\/p>\n\n\n\n

The U.S. and China dominate the scene<\/strong>, together representing over 80% of the worldwide retail media market<\/strong>.<\/p>\n\n\n\n

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Amazon Still Leads \u2014 but the Field Is Expanding<\/h3>\n\n\n\n

Amazon continues to be the undisputed leader. In 2024, it accounted for $56 billion in ad revenue<\/strong>, making up about 67% of the U.S. market<\/strong> and 73% in the U.K.<\/strong><\/p>\n\n\n\n

However, a growing number of players \u2014 Walmart, Target, Instacart, DoorDash, and even Costco \u2014 are gaining traction. For example, DoorDash Ads is expanding both on and off its platform<\/strong>, helping brands tap into a mix of first-party data and innovation.<\/p>\n\n\n\n

Retailers are also extending beyond digital. Networks are increasingly investing in off-site placements and connected TV ads (CTV)<\/strong>, contributing to a multi-channel presence beyond traditional sponsored listings.<\/p>\n\n\n\n

\n\n\n\n

What This Means for Non-Retail Brands<\/h3>\n\n\n\n

Non-retail brands (say, a beauty or tech DTC brand) still benefit heavily from retail media:<\/p>\n\n\n\n

1. Strategic Placements at the Purchase Point<\/h4>\n\n\n\n

Retail media provides access to funnel-ready audiences. A viewer is just one click from adding your product to their cart \u2014 seamless conversion.<\/p>\n\n\n\n

2. Leverage First-Party Data<\/h4>\n\n\n\n

Retailers capture the data you can\u2019t\u2014purchase history, loyalty info, and customer behavior. This allows precision targeting you simply can\u2019t match elsewhere.<\/p>\n\n\n\n

3. Diversify Your Bets<\/h4>\n\n\n\n

Put some budget into top retail channels (Amazon, Walmart), but don\u2019t ignore emerging networks like DoorDash or Costco\u2014especially if you want highly targeted, cost-efficient reach.<\/p>\n\n\n\n

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How to Win in the Slower-Growth Phase<\/h3>\n\n\n\n

Here are three grounded, real-world strategies for 2025:<\/p>\n\n\n\n

    \n
  1. Be Strategic, Not Scared<\/strong>
    Growth may be slower, but retail media remains sizable. Continue to invest\u2014but smartly. Focus on ROI and measurability.<\/li>\n\n\n\n
  2. Push for Visibility Beyond the Retail Site<\/strong>
    Offsite, CTV, and integrated formats are growing fast. Retailers are leaning into these new touchpoints \u2014 so should your media plan.<\/li>\n\n\n\n
  3. Demand Better Measurement<\/strong>
    There\u2019s more attention on measurement and transparency in 2025. Push for incrementality studies, third-party validation, and value beyond last-click attribution.<\/li>\n<\/ol>\n\n\n\n
    \n\n\n\n

    Final Thoughts: Retail Media Isn\u2019t Slowing Down \u2014 It\u2019s Evolving<\/h3>\n\n\n\n

    Retail media is no longer a niche support channel. It\u2019s a major pillar<\/strong> in modern digital ad strategies. Growth may have tapered, but its weight in ad budgets continues to rise \u2014 especially thanks to first-party data and measurable performance.<\/p>\n\n\n\n

    For non-retail brands, it’s not just about being present on these networks. It’s about becoming strategic partners<\/strong> \u2014 investing in formats that drive visibility and conversions, demanding transparency, and extending reach beyond the core marketplaces.<\/p>\n\n\n\n

    Brands that evolve with the terrain \u2014 by building partnerships, exploring new networks, and focusing on data-driven results \u2014 will be the ones maximizing their share of wallet in 2025 and beyond.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Why ad dollars are shifting, who’s leading (U.S. & China), and what non-retail brands should know Retail Media Keeps Winning \u2014 Even as Growth Eases In 2025, retail media remains a digital ad ecosystem powerhouse \u2014 albeit with more measured gains. Global retail media ad spend is expected to hit $180 billion, rising around 15% […]<\/p>\n","protected":false},"author":2,"featured_media":37,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-25","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/thesnapload.com\/index.php?rest_route=\/wp\/v2\/posts\/25","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thesnapload.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thesnapload.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thesnapload.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/thesnapload.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=25"}],"version-history":[{"count":1,"href":"https:\/\/thesnapload.com\/index.php?rest_route=\/wp\/v2\/posts\/25\/revisions"}],"predecessor-version":[{"id":26,"href":"https:\/\/thesnapload.com\/index.php?rest_route=\/wp\/v2\/posts\/25\/revisions\/26"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thesnapload.com\/index.php?rest_route=\/wp\/v2\/media\/37"}],"wp:attachment":[{"href":"https:\/\/thesnapload.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=25"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thesnapload.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=25"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thesnapload.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=25"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}