Retail media is marketers’ third-most used marketing channel, according to 2024 survey results from Digiday’s CMO Strategies series. That is the same position retail media held among marketing channels in last year’s report. However, retail media did see an increase in adoption from 2023 to 2024. Forty percent of respondents said their company used retail media last year versus 51% of respondents who said the same this year.
Over the last year, retail media has surged in popularity, with many retailers investing more heavily in the channel and others venturing into retail media for the first time. New retail media platforms have popped up from specialty retailers like luxury department store chain Saks Fifth Avenue, travel company Expedia and national bank JPMorgan Chase. The wide range of new entrants has marked a clear rise for retail media networks (RMNs).
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