Amazon will continue his strong bet for him retail media in the coming years and will visibly continue to dominate the landscape in the United States. Since the e-commerce giant launched its advertising platform, the retail sector has been developing different solutions. However, for now, Amazon will continue to monopolize most of the investments in Retail Media in the next four years in the United States.
Specifically, if we look back, according to the study ‘Retail media ad spend in the US 2019-2026, by platform’ made by Statistain 2019 Amazon’s total advertising revenue in the US amounted to 10,000 million dollars. Since then, revenue has tripled and Amazon has risen to become the elite of Retail Media. The company represents almost 80% of total spend in Retail Media and will close this year with advertising revenue of 31,000 million dollars. It is expected that by 2026 these revenues will practically double and increase to reach 64,000 million dollars.
With the aim of increasing the number of advertisers that launch campaigns on their assets, throughout this 2022, its advertising division Amazon Ads has announced new functionalities and formats that facilitate the task of designing, activating and measuring advertising campaigns both inside and outside the company’s environments. At the beginning of this month of November, the firm that directs Andy Jassy unveiled updates to its advertising assets to encourage more brands to reach new audiences, regardless of company size and budget. Among the novelties, the improvements made to Amazon Marketing Cloudthe inclusion of video format in Sponsored Displayas well as the possibility that advertisers who do not sell on Amazon can launch campaigns taking advantage of audience information from twitch.
Walmart Connect, another of the ‘players’ in the Retail Media ecosystem
Although there is no doubt that Amazon is and will be the absolute leader in Retail Media in the coming years, it is expected that Walmarthand in hand with its platform WalmartConnect, is positioned as another of the most important ‘players’ in the Retail Media ecosystem. This year, the company will get 2,220 million dollars in digital advertising revenue in the United States, thus becoming the only Retail Media business outside of Amazon that has raised more than 1,000 million dollars and positioning itself in second place among all Retail Media networks with a share of 5.9% of the ad spend.
In addition, it is anticipated that Walmart’s US ad net revenue to triple between 2021 and 2024 up to 4,520 million dollars, which represents a participation of 8.2% of the expenditure in Retail Media in the country. By 2026, its total advertising revenue is projected to reach $8 billion. WalmartConnectfocuses its efforts on capitalizing on its data through omnichannel and offers services such as Search, Display, Instore or Television.
Retail Media will monopolize 60% of global advertising investment by 2027
There is no doubt that Retail Media is booming in all markets. Globally, it is expected to monopolize the 60% of ad spend by 2027 until reaching 160,000 million dollars (166,039.61 million euros).
More specifically, in Europeit is expected to reach a turnover of 12,000 million euros at the end of this year 2022, and a growth of more than 100% is expected in less than years
In our country, despite the fact that there is no clear measurement source, Retail Media is also already a reality and it is expected that we will see more agreed figures on the reality of this discipline from now on. Worten Y Carrefour Links are some of the companies that have marked the beginnings of Retail Media in Spain, to which they have joined DIA, Alcampo, PC Components, MediaMarkt, Promofarma either cutenessamong others.
Last year, the advertising investment in Retail Media worldwide stood at 77,000 million dollars (78,129.41 million euros) and It is expected that this year it will increase by 15%. until reaching 101,000 million dollars (103,774.76 million euros).