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Trends Evolving Retail Media Networks
current

Evolving Retail Media Networks

Retail Media Networks (RMNs) are becoming full-funnel marketing assets, offering targeted advertising and personalized experiences.

Themes

AI-Driven Transformation , The Blurring of Physical and Digital Realities

Timeframe

near-term

Categories

Brands & Advertising Business & Commerce Consumer Attitudes

Subcategories

Brand Management Business Strategy Marketing Retail Industry

Impact areas

Advertising E-commerce Retail

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.
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Keywords

Retail Media Networks (RMN) encompass sophisticated retailer-operated digital advertising platforms that allow brands to reach highly targeted audiences through personalised ads on retailer websites, apps, and even in-store digital displays.
Categories for this trend

Brands & Advertising

Business & Commerce

Consumer Attitudes