Higher ROI dominates as top driver of retail media investment, alongside better insights and measurement

Survey by Skai and the Path to Purchase Institute finds higher ROI compared to other channels as the top driver of retail media investment (47%).

An increase in return on investment (ROI) relative to other channels is the top driver of retail media investment according to a survey by Skai, the marketing platform, and the Path to Purchase Institute, a research and community organisation, has found.

More specifically, some 47% of participants placed “higher ROI versus other channels” among the top three drivers of their retail media outlay in 2024. This underscores the compelling value proposition offered by retail media, which can offer unique targeting capabilities as well as deep contextual relevance close to the point of purchase.

Following closely behind, improved insights from retailers...

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