The investment in Retail Media in Europe will triple practically for the year 2026 with respect to the figure reached in 2019, since it is expected to reach 24,800 million eurosas stated in the study ‘Advertising spending in Retail Media in Europe from 2019 to 2026’ made by Statistical.
With these forecasts, there is no doubt that the Retail Media will mark the future of e-commerce. The coronavirus pandemic has marked a before and after in the entire sector and we have seen how large retailers around the world have broken into the advertising industry thus becoming the new ‘players’ in the media world.
And it is that, the Retail Media refers to the new trend and marketing aimed at consumers not only at or near the point of sale, but from a perspective of omnichannel interactivity.
Companies like amazon, Walmart, Carrefour, FNAC… some time ago they launched their Media or Advertising units with spectacular results and growth.
Retail Media in the US market
If we look at other markets, the American leads the ranking and is positioned as uNot one of the markets where advertising investment in Retail Media has grown the most.
Specifically, the data show that spending on advertising has doubled in the last two years in the United Statesbreaking a record of 41,000 million dollars (41,489 million euros).
In addition, it is estimated that, in the coming years, one out of every five dollars of digital advertising will circulate towards Retail Media.
A global levelinvestment in Retail Media reaches 101,000 million dollars this year (103,774.76 million euros), 15% more than in 2021.
Amazon leads the way
Today, amazon dominates the landscape Retail Media. Last year, the e-commerce giant attracted almost three times as many monthly visits as Google. Also, most online shoppers chose Amazon over Google to search for products and make purchases.
The digital ad revenue have almost tripled since 2019. Last year, they surpassed 31,000 million dollars (31,346.48 million euros) all over the world. Looking ahead to 2023, these revenues are expected to reach 40,000 million dollars (41,525.4 million euros).
The company also represented nearly 80% of total advertising spend in Retail Mediawhile some of its competitors such as Walmart either instacart posted market shares in the single digits.