GroupM: retailer's e-commerce advertising revenue will surpass TV advertising for the first time in 2028

CTOnews.com, June 13 (Xinhua)-- GroupM, the world's largest media buyer, recently reported that advertising revenue from retail media channels is expected to increase by 9.9% to $125.7 billion in 2023 (CTOnews.com Note: currently about 898.755 billion yuan), and will exceed television advertising revenue in 2028, when it will account for 15.4% of global advertising revenue.

▲ source Pexels so-called "retail media" refers to e-commerce sites owned by retailers such as Amazon and Wal-Mart. Retail media is the third fastest growing advertising channel this year, after digital outdoor screen (OOH) and Internet television (CTV), but these two channels are only a small part of retail media, according to the GroupM report.

Retailers from Amazon and Wal-Mart to Carrefour and Tesco are actively trying to attract big advertisers to visit their sites. For retailers, it is a "win-win" for consumer brands that sell products through their websites to pay for advertising, which of course means that retailers have won twice-they can profit from both sales and advertising costs.

Given that major consumer brands are willing to pay a high premium for prominence on the site, retailers' profit margins from retail media could be as high as 90 per cent. But for these consumer brands, there are other benefits as well-retail media offers new options for these brands in the context of Google and Meta's "duopoly".

Amazon is currently a pioneer in retail media channels, with advertising revenue of $11.6 billion (currently about 82.94 billion yuan) in the fourth quarter of last year, while Wal-Mart's retail media business, Walmart Connect, is also growing rapidly, with sales rising nearly 30% to $2.7 billion (currently about 19.305 billion yuan) in the fiscal year ended January 31 in Japan.