current
Evolving Retail Media Networks
Retail Media Networks (RMNs) are becoming full-funnel marketing assets, offering targeted advertising and personalized experiences.
Timeframe
near-term
Subcategories
Impact areas
Detailed Analysis
RMNs are evolving beyond simple advertising platforms, offering brands valuable first-party data and targeted advertising opportunities. "In 2025, we see RMNS becoming full-funnel marketing assets specifically for CPG brands - they are not just a short-term play." Collaboration with retailers and addressing data access challenges are key to maximizing RMN effectiveness.
Context Signals
41% of marketers plan to increase RMN ad spend in 2025 (Kantar Media Reactions 2024)
Retail media projected to account for almost one-quarter of US media ad spend by 2028
Challenges include data access, measurement, and brand equity impact
Edge
Increased integration of RMNs with other marketing channels and data sources.
Development of advanced analytics and attribution models for RMN campaigns.
Emergence of new RMN formats and technologies, such as in-store interactive displays and personalized recommendations.
