According to recent data from Koddi, a significant shift in US retail media advertising is anticipated, with two-thirds of media buyers planning to increase their video advertising spend in the next year. Additionally, 63% of these buyers are expected to enhance their investments in social media. A key concern among media buyers is the challenge of effectively executing integrated campaigns across various channels, as 26% noted difficulties in implementation. This data highlights the trend toward diversifying advertising strategies beyond traditional websites and the need for improved execution in both off-site and on-site campaigns.
Two-thirds of US retail media buyers expect to spend more on video advertising over the next 12 months, signaling a shift toward dynamic advertising methods.
Media buyers acknowledge the challenge of executing integrated off-site and on-site campaigns, reflecting a significant barrier in retail media advertising today.
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