By 2030, platforms, publishers and broadcasters will be able to offer end-to-end advertising solutions to deliver short and long-term brand objectives as they partner, collaborate and in some cases merge with retail media platforms. This shift will mark the end of traditional media funnels and the beginning of a more fluid, dynamic approach to reaching consumers across multiple touchpoints as all media becomes retail media.
According to IAB UK’s Futurescape Barometer, digital retail media is expected to reach £8.6bn in 2030, growing by an average of 17% per year from 2024. For more from the IAB UK Futurescape Barometer, log in to download the graphs.
Embracing enhanced targeting across platforms
With over 100 retailers globally offering retail media programmes, it’s vital that the channel embraces programmatic technology, making it easier for advertisers to find their audience, buy media across platforms and, in turn, accelerating investment. Over the next five years, spend in retail media will increasingly come from primary media budgets as retailers prioritise high ROI formats such as sponsored products, as well as expanding offerings with social ads and video formats.