From defining incrementality to accelerators and barriers to investment, P2PI and Skai’s proprietary research aims to benchmark retail media’s meteoric rise and offer statistical guidance for CPG brands.
Retail media’s rise and impact on the marketing landscape has been undeniable and it shows no signs of dying down. It’s going to be the fastest-growing ad channel across media through 2027 (according to Insider Intelligence), making it bigger than connected TV, digital audio and traditional television advertising combined in the next few years.
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By Cyndi Loza
THE STATE OF RETAIL MEDIA:
Recognizing its growth, omnichannel marketing platform Skai has produced a “State of Retail Media” report the past few years to help marketers understand trends driving the channel, as well as current and future retail media challenges and strategies. “This is our third annual report on the state of what has become the fastest-growing channel in advertising history,” says Michelle Urwin, Skai’s vice president of marketing. “[Retail media is growing] faster than search, faster than social, and is still growing in double digits year-over-year.
The Path to Purchase Institute (P2PI) — which conducted our own State of Retail Media research back in 2022 — teamed up with Skai to jointly produce this year’s report aimed at benchmarking retail media’s meteoric rise and offering statistical guidance for CPG brands looking to make informed and strategic decisions on their retail media programs.
Through these State of Retail Media reports, Urwin explains, Skai’s goal is “for marketers to gain valuable perspectives on how their peers are embracing this opportunity and navigating its unique challenges.”
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