2023 Retail Media Research Report

Continued expansion, with several new entrants in the grocery and e-commerce space. This creates a more complex scenario with greater differentiation in capabilities between RMNs (retail media networks).

Brands spread their investments across more RMNs, which increases the need for RMNs to understand what they stand for and create a value exchange.

The established RMN continues to innovate to stay ahead, this innovation is driven by the most concerned competition and the development of new advertising product solutions.

As shopper touchpoints increase, pursue first-party data to enhance brands’ customer profiles and inform budget planning.

As retail media and the definition of the shopper journey become more nuanced, investment and interest in combining physical and digital capabilities is high.

Amazon is no longer the only player. This has been the case for a few years, but competition for retail media budgets will be even more intense in 2023. Investments are spread across 41 unique RMNs, of which only 49% of brands are working with Amazon.

What is the current situation of retailers?

91% of RMNs expect growth in the next three years.

Emerging RMNs have high expectations as they enter the fastest-growing area of ​​media investment—but in a crowded field, this becomes more challenging. To compete (and grow), retailers need to build an innovative, differentiated strategy.

There are now more touchpoints than ever before to understand consumers. Retailers play many key roles throughout the shopping journey, including research, e-commerce, and in-store shopping. Therefore, the connection between retail media, shoppers, and loyalty strategies is key.