Insider Intelligence/eMarketer estimates that between 2023 and 2027, US retail media ad spend will double to $109.40 billion.
“Increased spending in retail media connected TV and other off-site formats has pushed our forecast up several percentage points, as noted in our Retail Media Forecast H2 2023 report,” stated Insider Intelligence/eMarketer.
US retail media ad expenditures are predicted to increase by more than 20% annually through the end of 2027.
“Our projection increased due to good showings from Amazon Ads and Walmart Connect, the country’s two largest retail media networks,” the report noted.
Their forecast shows retail media will account for over one-quarter of US digital ad spend by 2027.