2025 State of Retail Media Report

Now in its 4th year, Skai’s annual survey of retail media marketers reveals the trends, challenges, and opportunities shaping the future of this essential marketing channel.

Trends uncovered from 2024

What would accelerate your organization’s investment in retail media in the future?

Access to improved RMNs would accelerate future CPG investments for over half of leaders surveyed. Measurement innovations and higher ROI compared to other channels would also drive additional investments for many marketers.

What do you believe is the value of adopting a full-funnel retail media strategy?

61%
More consistent messaging across the customer experience
61% More consistent messaging across the customer experience
59%
Ability to influence consumers at every stage of the journey
59% Ability to influence consumers at every stage of the journey
58%
Enhanced data-driven decision-making at each funnel stage
58% Enhanced data-driven decision-making at each funnel stage
53%
Greater efficiency in managing media budgets across the funnel
53% Greater efficiency in managing media budgets across the funnel
63% of consumer goods organizations allocating > 35% to retail media vs. 38% of those allocating less
50%
Improved cross-team collaboration between brand and performance teams
50% Improved cross-team collaboration between brand and performance teams
49%
Better alignment between brand awareness and conversions
49% Better alignment between brand awareness and conversions
66% of Agencies* vs. 43% of Consumer Goods organizations
48%
Improved performance and return on ad spend (ROAS)
48% Improved performance and return on ad spend (ROAS)
2%
No significant value in adopting a full-funnel strategy
2% No significant value in adopting a full-funnel strategy

Which of the following best describes your organization’s proficiency in incrementality measurement?

Just around one-quarter of organizations say they are proficient in measuring incrementality for retail media, consistent with what we saw in last year’s report

Ready to dive in?

Discover the key findings from Skai’s 2025 State of Retail Media report to future-proof your strategies. With exclusive data on ROI challenges, full-funnel adoption, and social commerce growth, this report equips marketers with the insights needed to succeed in an increasingly complex landscape. Don’t miss your chance to stay ahead in retail media.