Retail Media in 2025: The Safe Bet for Ad Spend?

As brands look to allocate their advertising budgets for 2025, retail media continues to emerge as a dominant force. With ecommerce steadily growing, major retailers are expanding their media networks, leveraging first-party data, and integrating AI-driven personalisation to drive performance.

Ecommerce growth remains strong

Australian online retail sales have hit new highs, with platforms like Amazon, Petbarn, and Bunnings expanding their retail media offerings.

Retail media is booming

Forecasted to grow by over 15% globally in 2025, retail media is becoming a must-have for brands looking to reach high-intent shoppers.

Investment is strategic

Brands are prioritising efficiency, profitability, and data-driven decision-making rather than chasing pure growth.

AI and first-party data are game changers

AI-powered optimisation, closed-loop attribution, and first-party data targeting are shaping the future of advertising.

Social commerce is on the rise

Platforms like TikTok Shop and influencer-driven ecommerce are becoming vital components of the marketing mix.

Retail media is evolving beyond endemic brands

Non-endemic advertisers (e.g., finance, telco, and travel) are leveraging retail media to tap into engaged consumer audiences.

With big players like Woolworths’ Cartology, Coles360, and Amazon Ads leading the charge, retail media isn’t just an emerging trend – it’s a fundamental shift in digital advertising strategy.

👉 Read the full article here: AdNews

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