Marketers who invest in retail media find it more important than traditional advertising

The report summarizes responses from marketers who have invested more than 10% of their advertising budget in retail media.

Retail media and paid search were found to be the most important forms of advertising by over 80% brands surveyed by research and analytics agencies Skai and the Path to Purchase Institute. A total of 98 people participated in the survey conducted in over a month between October-November 2023.

More than half of the participants believe retail media advertising to have a positive effect on performance indicators of their brands, while 24% say that retail media advertising has surpassed their performance indicator expectations.

Another form of advertising found to be important to marketers is...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands