• DE&I Commitment
  • Careers
  • Locations
  • Book a Meeting
    Book a Meeting
  • Company
    Learn a little more about us, our values, and our team
    Our Values
    We don't just talk the talk; we live by our core values
    About Us
    Empowering brands to realize their potential with data, insights, and technology
    Leadership
    Meet our leadership team
    Secure Data Architecture
    Our promise of data security and privacy. We keep your data safe from publishers, competitors and bad actors
    Corporate Social Responsibility
    We are committed to making a positive impact on our communities and our planet
  • Platform
    Plan, manage, optimize, and measure your campaigns with our omnichannel platform
    Our Platform
    A platform that connects all walled garden media
    Connected Media
    Create and manage campaigns across search, social, retail media and apps, in one platform
    Connected Data
    Make data-driven decisions as you plan and strategize
    See the industries we serve
    Learn how our customizable solutions can help with your unique needs
    Explore our partner integrations
    See the media, retailer, and data partners we work with
  • Clients
  • News and Events
    Check out recent announcements and see what we’re up to
    News
    Check out our recent media coverage
    Events
    Join us for our next conference or webinar
    Quarterly Trends Webinar
    Get the latest insights on digital marketing campaign performance for Q4 2022
    Retail Media for Grocery Webinar
    Join us to dig into trends and challenges shaping the industry in 2023
  • Resources
    From new releases, to industry trends and best practices, Skai has you covered
    Blog
    Read the latest insights and thought leadership from our industry experts
    Capabilities
    Take your campaigns to the next level by enhancing your platform capabilities
    Research
    Explore our reports and whitepapers so you can keep up on the latest industry trends
    Subscribe
    Sign up to get the latest updates straight to your inbox
    Quarterly Trends Report
    Learn digital advertising campaign performance trends from Q3 2022
Back to Blog

The Skai 5: Five Key Takeaways from Our State of Retail Media 2022 Report

Skai™

July  06, 2022
state of retail media 2022 fb

In our Skai 5 series, we discuss digital advertising tips, tricks, and trends to keep you one step ahead of consumers, the market trends, and your competition. For this portion of the series, we highlight 5 key takeaways from our State of Retail Media 2022 Report.

In our first report, we examined some of the key takeaways from the survey. But now, in our Complete Results version, we are releasing all of the results from that research.

It’s no secret to most retail media marketers that retail media is currently booming. Retail media is actually now the third-largest digital advertising channel in the U.S. It is forecasted to reach over $30 billion domestically this year, or one in eight digital ad dollars, and $100 billion worldwide by 2024. 

But as retail media goes from a “nice to have” supplementary strategy to a necessary approach to online selling, retail media marketers face the challenge of connecting channels for a full-funnel strategy and measuring the success of those efforts. Skai’s State of Retail Media 2022 report found that while retail media is on the rise and retail media marketers have high hopes for future success, there are a few key roadblocks to that success. 

Here are the five most important takeaways about the state of retail media 2022:

1) Connected commerce is on the rise 

One of the State of Retail Media 2022 report’s biggest findings was that retail marketers are more focused than ever before on connecting their channels. Over 90% of respondents said that, on some level, they are focused on connecting their retail media with other channels. Among those connected channels, paid social and paid search seem to be the biggest draws, which makes sense, as the pair are two of digital advertising’s largest channels. More than eight out of 10 retail media marketers say that they are using paid social and/or paid search as part of their coordinated efforts. 

Connected commerce is taking hold statistics

Connecting channels is especially important as brick-and-mortar retailers get back to business following pandemic restrictions. At the height of the pandemic, more customers than ever before turned to online and mobile shopping for everything from groceries to home goods. Now, even as most businesses have fully reopened, many consumers say that they will continue to rely on digital channels, not just for shopping but for product recommendations and discovery. 

2) Retail media is looking up

Another key takeaway from the “State of Retail Media 2022” report is that retail media specialists are feeling optimistic about the future. Over 70% of respondents believe that retail media will increase in priority over the next two years, with 27% saying that they believe retail media will “strongly” increase in priority. 

And while retail media has long been viewed as a top-and-mid-funnel means of attracting audiences, that seems to be changing. As retail media has opened up the bottom of the funnel for CPG marketers and has kicked off a completely new way of thinking about how to go to market, brands are increasingly thinking about how to make retail media a full-funnel endeavor. 

 

 

 

 

 

 

 

Download your complimentary copy of Skai’s State of Retail Media 2022 report. 

3) Advertisers Are Investing Heavily 

In order to achieve those full-funnel goals, advertisers are spending more than ever before on their retail media strategies. Nearly 80% of respondents reported that at least 11%+ of their total marketing budget is retail media.

A similar percentage say that they will be increasing their retail media spending next year. The “State of Retail Media” survey also found that those budgets are fairly fluid, with over 79% of respondents reporting that their retail media budgets were either somewhat or very fluid across retailers over the course of the year. 

YouTube

By loading the video, you agree to YouTube’s privacy policy.
Learn more

Load video

PGRpdiBjbGFzcz0iX2JybGJzLWZsdWlkLXdpZHRoLXZpZGVvLXdyYXBwZXIiPjxpZnJhbWUgdGl0bGU9IlNob3BBYmxlIFNlc3Npb24gMSB8IFJldGFpbCBNZWRpYSDigJMgTGV0IHRoZSBHYW1lcyBCZWdpbiIgd2lkdGg9IjUwMCIgaGVpZ2h0PSIyODEiIHNyYz0iaHR0cHM6Ly93d3cueW91dHViZS1ub2Nvb2tpZS5jb20vZW1iZWQvRTRCaVV3dlNmZjQ/ZmVhdHVyZT1vZW1iZWQiIGZyYW1lYm9yZGVyPSIwIiBhbGxvdz0iYWNjZWxlcm9tZXRlcjsgYXV0b3BsYXk7IGNsaXBib2FyZC13cml0ZTsgZW5jcnlwdGVkLW1lZGlhOyBneXJvc2NvcGU7IHBpY3R1cmUtaW4tcGljdHVyZSIgYWxsb3dmdWxsc2NyZWVuPjwvaWZyYW1lPjwvZGl2Pg==

4) Multiple Datasets Are Critical 

However, as budgets become more fluid, more information is needed about the best places to invest. Many respondents reported using at least eight different datasets to guide strategy and budget decisions. Among the most popular of those datasets was shopper behavior and engagement, with 78.2% of respondents naming it as a major source of information.

Another critical dataset was product performance data, which 73.4% said informed retail media strategy and budget. Audience performance data was also impactful to those decisions, as 64.5% said that they routinely rely on audience data to determine spend and strategy. 

Retail media required myriad datasets for success stats

5) Measurement Remains a Challenge

But even though advertisers are analyzing myriad datasets, connecting channels, and investing heavily in retail media, measuring the success of those efforts continues to be a challenge. In fact, the biggest challenge reported by retail media marketers was driving positive ROI.

The “State of Retail Media 2022” report found that 44% of respondents said that driving positive ROI was their biggest retail media challenge. Part of that challenge is likely down to the fact that retail media marketers continue to struggle with incrementality and measure, which were the second and third biggest challenges, respectively.  

As retail media continues to embrace connected channels and drive full-funnel action through that connected approach, adopting resources to help prove ROI and measure performance will likely be a crucial component of creating a successful retail media advertising strategy and effective budget spend. 

For more information about the state of retail media 2022, download Skai’s full report here. 

Skai’s Retail Media solution for the fastest-growing channel in marketing

As part of Skai’s intelligent marketing platform, our Retail Media solution empowers brands to plan, execute, and measure digital campaigns that meet consumers when and where they shop. Built with best-in-class automation and optimization capabilities, our unified platform allows you to manage campaigns on 30+ retailers including Amazon, Walmart, Target, and Instacart all in one place.

To learn more, schedule a brief demo to see all of our cutting-edge functionality for yourself!

Request a Demo

Related Posts

  • Kroger Precision Marketing Announces Its Retail Media Partnership with Skai
    Read More
  • Mother’s Day 2022 Retail Insights from Walmart Connect
    Read More
  • skai black friday amazon ads checklist fb
    The Skai Black Friday Amazon Ads Checklist 2021
    Read More
  • Shopable 2022 event: data is power–omnichannel unwrapped.
    ShopAble Session 2022: Data is Power — Omnichannel Retail Strategy [Watch]
    Read More
  • A pole with an orange ribbon indicates a measurement of distance.
    Amazon Ads Data Lays Down a Marker for Retail Media Advertising
    Read More
  • Shoppable 2022 panel on how data is power and the inputs relevant to commerce.
    ShopAble Session 2022: Data is Power – The Inputs Relevant to Commerce
    Read More
  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share via Email
  • Copy Link
    Copied!
Tags: Amazon, Create, Data, Measure, Optimize, Plan, Research, Retail, Retail Media, Target, Walmart, xPSx

Subscribe to Updates

Media that matters.
Marketing that works.
© 2023 Kenshoo, Ltd. All Rights Reserved.
Privacy Policy. Cookie Policy. Recruitment Privacy Policy.
  • Connected Data
    • Market Intelligence
    • Our Approach
    • By Need
    • By Solution
  • Connected Strategy
    • Dynamic Marketing Mix
    • Budget Forecasting
    • Strategic Consulting
  • Connected Media
    • Overview
    • Retail Media
    • Paid Search
    • Paid Social
    • App Marketing
    • Auditing
    • Expert Services
  • Measurement
    • Incrementality
    • Experiments
    • Cross-Channel Attribution
  • Resources
    • Blog
    • Glossary
    • Case Studies
    • Training & Enablement
    • Developer Hub
Privacy Preference

We use cookies on our website. Some of them are essential, while others help us to improve this website and your experience.

Privacy Preference

Save All

Save

Accept Only Essential Cookies

Manage Cookie Preferences

Cookie Details Privacy Policy Imprint

Privacy Preference

Here you will find an overview of all cookies used. You can give your consent to whole categories or display further information and select certain cookies.

Save All Save Accept Only Essential Cookies

Back

Privacy Preference

Essential cookies enable basic functions and are necessary for the proper function of the website.

Show Cookie Information Hide Cookie Information

Name
Provider Owner of this website, Imprint
Purpose Saves the visitors preferences selected in the Cookie Box of Borlabs Cookie.
Host(s) .skai.io, skai.io
Cookie Name borlabs-cookie
Cookie Expiry 1 Year
Name
Provider Owner of this website
Purpose This cookie stores selections made by the user in the Accessibe tool in order to maintain those settings on future visits. These cookies help us make our website compliant with our obligations under US law.
Privacy Policy https://accessibe.com/privacy-policy
Cookie Name acsbState, acsbReset
Cookie Expiry n/a
Name
Provider Owner of this website
Host(s) skai.io
Cookie Name wordpress_sec_,wordpress_test_cookie,wp-postpass_*, wordpresspass_*, wordpressuser_*
Cookie Expiry Session / 1 Year

We use these cookies to enhance functionality and allow for personalisation, such as live chats, videos and the use of social media.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Owner of this website
Host(s) .chilipiper.com, skai.chilipiper.com
Cookie Name fs_uid, CHILI_PIPER_CLUSTER, guest-session, _sp_ses*, _sp_id*
Cookie Expiry Session / 2 Years
Accept
Name
Provider Owner of this website
Host(s) .comeet.co, www.comeet.co
Cookie Name visid_incap_, nlbi_#######, incap_ses_, referrer22_00a, incap_ses_1364_2167377
Cookie Expiry Session / 1 Year
Accept
Name
Provider Owner of this website
Host(s) skai.io
Cookie Name moduleFormPardotDownload
Cookie Expiry 30 days

Statistics cookies collect information anonymously. This information helps us to understand how our visitors use our website.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Cookie by Google used for website analytics. Generates statistical data on how the visitor uses the website.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name _ga,_ga_*,_gat,_gat_*,_gid
Cookie Expiry 2 Months
Accept
Name
Provider Hotjar Ltd., Dragonara Business Centre, 5th Floor, Dragonara Road, Paceville St Julian's STJ 3141 Malta
Purpose Hotjar is an user behavior analytic tool by Hotjar Ltd.. We use Hotjar to understand how users interact with our website.
Privacy Policy https://www.hotjar.com/legal/policies/privacy/
Host(s) *.hotjar.com
Cookie Name _hjClosedSurveyInvites, _hjDonePolls, _hjMinimizedPolls, _hjDoneTestersWidgets, _hjIncludedInSample, _hjShownFeedbackMessage, _hjid, _hjRecordingLastActivity, hjTLDTest, _hjUserAttributesHash, _hjCachedUserAttributes, _hjLocalStorageTest, _hjptid, _hjSessionUser_2229986, _hjIncludedInPageviewSample, _hjIncludedInSessionSample, _hjAbsoluteSessionInProgress, _hjFirstSeen
Cookie Expiry Session / 1 Year

Marketing cookies are used by third-party advertisers or publishers to display personalized ads. They do this by tracking visitors across websites.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Linkedin
Cookie Name lidc, li_gc, lang, AnalyticsSyncHistory, UserMatchHistory, li_sugr, bcookie, TDCPM, TDID, bscookie, ln_or
Cookie Expiry Session / 1 Year
Accept
Name
Provider Skai
Accept
Name
Provider 6sense
Cookie Name _gd_session, _an_uid, _gd_visitor, _gd_svisitor, 6suuid
Cookie Expiry Session / 400 Days
Accept
Name
Provider Pardot
Purpose Cookie name associated with services from marketing automation and lead generation platform Pardot. The visitor value is the visitor_id in your Pardot account. This cookie is set for visitors by the Pardot tracking code.
Host(s) .pardot.com, pi.pardot.com, skai.io
Cookie Name pardot, visitor_id*, lpv*
Cookie Expiry Session / 10 Years
Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Cookie by Google used for conversion tracking of Google Ads.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name IDE, 1P_JAR, NID, SOCS, CONSENT, AEC, _gcl_au, OTZ, test_cookie
Cookie Expiry Session / 400 Days
Accept
Name
Provider Meta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
Purpose Cookie by Facebook used for website analytics, ad targeting, and ad measurement.
Privacy Policy https://www.facebook.com/policies/cookies
Cookie Name _fbp,act,c_user,datr,fr,tr,m_pixel_ration,pl,presence,sb,spin,wd,xs
Cookie Expiry Session / 1 Year

Content from video platforms and social media platforms is blocked by default. If External Media cookies are accepted, access to those contents no longer requires manual consent.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Wistia
Host(s) .wistia.com
Cookie Name cb_anonymous_id, _sp_ses.2b40, _li_dcdm_c, __hssrc, _gcl_au, _clsk, hubspotutk, _sp_id.2b40, __hssc, __hstc, _uetsid, _uetvid, _gid, _ga, _ga_GQR109DZ3Y, _lc2, fpi, _ex-pricing-cta, _fbp, cb_group_id, cb_user_id, _clck
Cookie Expiry Session / 400 Days
Accept
Name
Provider Meta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
Purpose Used to unblock Instagram content.
Privacy Policy https://www.instagram.com/legal/privacy/
Host(s) .instagram.com
Cookie Name pigeon_state
Cookie Expiry Session
Accept
Name
Provider Openstreetmap Foundation, St John’s Innovation Centre, Cowley Road, Cambridge CB4 0WS, United Kingdom
Purpose Used to unblock OpenStreetMap content.
Privacy Policy https://wiki.osmfoundation.org/wiki/Privacy_Policy
Host(s) .openstreetmap.org
Cookie Name _osm_location, _osm_session, _osm_totp_token, _osm_welcome, _pk_id., _pk_ref., _pk_ses., qos_token
Cookie Expiry 1-10 Years
Accept
Name
Provider Twitter International Company, One Cumberland Place, Fenian Street, Dublin 2, D02 AX07, Ireland
Purpose Used to unblock Twitter content.
Privacy Policy https://twitter.com/privacy
Host(s) .twimg.com, .twitter.com
Cookie Name __widgetsettings, local_storage_support_test
Cookie Expiry Unlimited
Accept
Name
Provider Vimeo Inc., 555 West 18th Street, New York, New York 10011, USA
Purpose Used to unblock Vimeo content.
Privacy Policy https://vimeo.com/privacy
Host(s) player.vimeo.com
Cookie Name vuid
Cookie Expiry 2 Years
Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Used to unblock YouTube content.
Privacy Policy https://policies.google.com/privacy?hl=en&gl=en
Host(s) google.com
Cookie Name CONSENT
Cookie Expiry 6 Month

Borlabs Cookie powered by Borlabs Cookie

Privacy Policy Imprint