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JANUARY 21, 2025 |
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US mobile users are expected to spend 92.7% of their time on apps in 2025, according to an EMARKETER forecast. |
Join us for a Tech Talk Webinar, taking place Wednesday, January 22 at 2pm ET, to learn practical strategies for achieving success with programmatic in-app advertising. Discover fresh approaches to building effective measurement frameworks, integrating AI tools, and capturing opportunities beyond walled gardens. |
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In 2025, there will be a stronger focus on performance marketing as advertisers seek to prove their efforts are worth the investment. |
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Over half (54%) of US advertisers plan to increase their investment in performance advertising in 2025, according to the Interactive Advertising Bureau’s 2025 Outlook Study.
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Among those, 60% cite pressure to demonstrate ROI as the top reason for the increase. |
Retail media search is a highly effective performance marketing tool because it targets shopping environments where customers are considering a purchase. |
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Advertisers will spend $39.64 billion on retail media search in the US this year, 63.6% of total retail media ad spend, according to our November 2024 forecast.
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Though that share will decline over the next few years, ad spend will continue to pour into the format. |
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The key to a successful retail media search strategy is relevancy, according to Andreas Reiffen, co-founder and CEO of retail media platform Pentaleap. |
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An increasingly fragmented retail media ecosystem has made it difficult for advertisers to track campaign performance across multiple retail media networks (RMNs), said Liz Roche, vice president of measurement and media at Albertsons Media Collective. |
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While some RMNs offer their own measurement tools for advertisers, they lack scalability and standardization. |
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“One-off RMN solutions make it hard for clients to scale strategy and determine the efficacy of their media,” said Roche. “Standardization will allow retail media networks to maintain and capture the current sizable growth trajectory of retail media ad spend. Essentially, all boats will rise with the tide.” |
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That’s why Albertsons Media Collective launched an API for advertisers to integrate retail media campaign data into their own measurement models. |
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