Measurement capacity key attraction of retail media for agencies

This report summarizes a survey of agencies and brand owners regarding their budget allocation on retail media.

The ability of retail media to provide actionable data and insights through measurement was found to be the most important consideration when advertisers spend their money on this channel.

Such an observation drawn from a survey of brand owners and agencies in the State of Retail Media 2024 report published by Skai, the omnichannel marketing platform. More specifically, participants were asked, “Which of the following factors are most important in your budget allocation decisions for retail media?”

Each respondent could choose three options from a list of seven. The survey was based on 98 responses, including 40...

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