How Media Sellers Can Keep Up With Demand & The Changing Landscape

The growth of retail media has been significant in recent years, with it now accounting for 11% of total ad spend according to a recent Forbes article. There are several factors driving this growth, including the increasing amount of time consumers spend shopping online, the rise of e-commerce, and the growth of mobile devices.

Consumers are spending more time shopping online

One of the key drivers of the growth of retail media has been the increasing amount of time that consumers spend shopping online. With more and more people turning to the internet to make their purchases, retailers have had to adapt their advertising strategies to reach these consumers where they are spending their time. This has led to an increase in the use of retail media, such as banner ads and sponsored content, to reach consumers as they browse and shop online.

E-commerce continues to rise

Another factor driving the growth of retail media has been the rise of e-commerce. As more and more retailers have moved their operations online, they have had to compete for consumers' attention in a crowded digital marketplace. This has led to an increase in the use of retail media to differentiate themselves from their competitors and to attract potential customers.

The use of mobile devices is growing rapidly

The explosion of mobile devices has also played a role in the growth of retail media. With more and more people using smartphones and tablets to shop online, retailers have had to adapt their advertising strategies to reach these consumers where they are. This has led to an increase in the use of mobile-specific retail media, such as mobile banner ads and sponsored content, to reach consumers on the go.

How should media sellers respond?

Overall, the growth of retail media has been significant in recent years, and it shows no signs of slowing down. As consumers continue to spend more time shopping online, and as the e-commerce market continues to grow, retailers should increasingly use retail media to reach their target audiences and drive sales.

In addition, as the competition evolves, product offerings and complexities need to evolve as well in order to continue driving growth. Unfortunately, most CRMs and OMS platforms aren’t created with media companies in mind, making it difficult to do simple admin work, see which products have the widest margins, or prevent the dread of double-booked inventory.

That’s why media sellers should find an end-to-end technology partner that not only can handle their business complexities but also scale with them.