2024

THE STATE OF RETAIL MEDIA

THE COMPLETE RESULTS

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Skai’s Third Annual State of Retail Media Report

Retail media was thriving in 2023! Despite some skepticism about its longevity and challenges like data privacy and lack of standardization, the sentiment remains largely positive. 2024 is shaping up to be a significant year for retail media as it grows in every direction — up the funnel, with more focus on video and CTV, the proliferation of off-site display ads, the adoption by non-endemic advertisers, innovative in-store opportunities, and partnerships with social publishers.

The 2024 report marks our third annual survey on retail media’s evolution, offering insights into its dynamic landscape. Learn how retail media professionals approach and plan for the evolution of commerce.

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Read this complimentary report today, covering key topics:

  • Spending. Drivers accelerating/decelerating investments.
  • Success. KPIs, last year’s results, prioritization.
  • Operationalization. Challenges, data sources.
  • Omnichannel. Coordination with other channels.
  • Measurement. Incrementality usage and proficiency.
  • Technology. Usage & impact of AI and data clean rooms.

Learn how retail media experts responded in this new report.

The State of Retail Media 2024

Key takeaways from this year’s State of Retail Media report

Retail media’s promising future. With 77% reporting positive outcomes and only 3% experiencing poor results last year, retail media’s consistent value is set to keep marketer investment flowing.

Standardization is not the core need. The data shows that transparency, control, and reduced complexity are what retail media marketers really want.

Evolution of channel coordination. Retail marketers have nearly tripled their channel coordination priority, from 17% last year to 47% in 2024.

Brand-agency misalignment. Agencies still manage retail media like another media channel, while brands focus on the broader online/offline retail opportunity.

Incrementality challenge. A unified approach to measuring incrementality is still lacking, underscoring the need for continued education and rigorous testing.

Technology’s critical role. 58% of marketers leverage technology, such as business intelligence tools, to navigate the complexities of retail media.

In this report, Skai and the Path-to-Purchase Institute survey retail media professionals to learn:

  • Importance of retail media in the overall marketing plan.
  • Components of today’s retail media strategy.
  • Expected budget drivers in the coming year.
  • Accelerators and barriers to more investment in retail media.
  • Retail media measurement & incrementality.
  • Usage and challenges of AI and data clean rooms.

Download this free report to see the survey results and analysis.

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