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Key points
-In the U.S.A., the ROAS on the Walmart.com website has risen sharply in 18 months. Amazon’s has stagnated
-In the USA, “onsite” retail media is considered to have reached maturity and growth potential is mainly in “offsite”.
The overall market is converging towards in-store versions of retail media. However, there are major differences in terms of resources (screens, self-scanning media, trolleys, radio) and priorities differ between retailers.
The 2024 edition of the NRF provided an opportunity to take stock of key figures for the retail media market in the United States and reaffirm strong potential. According to eMarketer, this market reached US$46.4 billion in 2023, up by 23% year-on-year, compared with US$ 60.4 billion for linear television. It should overtake television by 2025 in the USA, with US$72 billion for retail media and US$58 billion for linear television. According to projections, retail media should exceed US$100 billion in revenue by 2027, i.e., almost twice as much as linear TV’s revenues.
Attention-grabbing media, growing ROAS at Walmart
A study by Grocery TV presented at the retail media roadshow also showed that “in-store retail media outperforms all other major media in terms of advertising experience and attention,” said Andrew Lipsman, Analyst at Insider Intelligence. “The likelihood of consumers paying attention is 49%, compared with around 38% for print advertising, 35% for audio and 33% for online display”. In the USA, the number of average visitors to the stores of major retailers (supermarkets and hypermarkets) has become comparable to audiences of television channels.
