According to MRI-Simmons, in 2024, 68.6 million U.S. adults recalled seeing video advertisements in physical retail environments, growing from previous years due to post-pandemic recovery.
The amount of U.S. adults recalling video ads at gas stations soared more than 50% since 2018, highlighting major shifts in consumer exposure to advertising.
Despite the growth in retail ads, certain venues like office building lobbies saw a decline in video ad sightings due to the persisting trend of remote work.
Emarketer estimates that worldwide retail media will generate $166 billion by 2025, indicating a significant growth in the in-store advertising sector.
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