In the first edition of Modern Retail+ Research's 2025 CMO Strategies series, retail media advertising emerges as a focal point, demonstrating signs of maturation in the industry's marketing landscape. Recent surveys indicate a decline in the budget allocation for retail media among marketers, with 27% citing it as a top channelâdown from 31% last year. Meanwhile, display ads and ad-supported streaming are gaining traction, reflecting shifts in marketing strategies. Increased scrutiny on retail media networks is compelling brands to reassess investments amidst demands for larger budgets without clear returns on investment.
For the first-quarter 2025, 27% of marketers considered retail media among the top two channels for budget allocation, down 4 percentage points from 2024.
The rise of retail media networks (RMNs) has made brands more selective about advertising spending as they face demands for larger investments with little return.
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