12 retail media statistics & facts from 2024
1. The global digital retail media ad spend for 2024 is estimated to exceed $150 billion.
2. Retail media received 20% of ad spend over the course of 2024.
3. As of November 2024, Retail media was the fourth biggest ad channel based on spend, rapdily nearing linear TV in third place.
4. In 2024 the single biggest retail media market was China with an estimated retail media ad spend of $56.90 billion, a whopping 76% of Asia's collective retail media ad spend. The United States takes second place with and estimated spend of $33.86 billion, which is 91.5% of the North American retail media ad spend for 2024.
5. In 2024 retail media was the fourth biggest advertisement channel based on spend, just behind linear TV.
6. Amazon was the biggest retail media network in 2024 with an estimated retail media ad revenue of $52.7 billion. Alibaba was the second biggest with an estimated ad revenue of $42 billion.
7. More than 50% of the global retail media ad spend in 2024 is was split between two retail media networks—Alibaba and Amazon.
8. In 2024 off-site retail media will account for 18.5% of the US retail media ad spend.
9. 64% of US retail execs plan to add a retail media network to their revenue streams by the end of 2024.
10. On-site retail media ad placements were the most common in 2024 with 77% of organizations using it in their retail media strategy.
11. In 2024, almost 50% of organizations said that their retail media efforts were integrated with other digital ad channels.
12. Only 23% of retailers share campaign data/analytics with their retail media partners in real-time
Sources: Deloitte, eMarketer, eConsultancy, Statistia.com, WARC, Skai + Path to Purchase Institute
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